MSoM #030 | The technology of attribution

Aug 29, 2022

Listen on Apple, Spotify, Google and everywhere else.

Welcome to Making Sense of Martech, interviews with some of the most interesting people in marketing technology.

Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech adds additional context to what's featured every week by interviewing the people behind the research, ideas, and important work.

A conversation with Praveen Das.

In this episode, I’m joined by Praveen Das. Praveen is the co-founder and Chief Product Officer at, a B2B marketing attribution and analytics software company. Praveen has a long history in the analytics space, previously leading product at InMobi, a mobile advertising company. In this discussion, we unpack the technology of marketing attribution including the increasing importance of machine learning and artificial intelligence in the marketing analytics stack, how technology companies are addressing the changing tracking and privacy landscape and the value of attribution software.

In this episode we talk about the hard problem of marketing attribution from the increasing importance of machine learning and artificial intelligence in the marketing analytics stack. How technology companies are addressing the changing context of tracking privacy and data collection, and also the value of attribution software. We further dive deeper into the highly complex topic, that is attribution.

Listen on Apple, Spotify, Google, and everywhere else.

You can find Praveen on LinkedIn.

📚 Resources

Factor-in every bit of data into your Marketing Decisions | is an end-to-end marketing analytics and attribution platform that integrated across data silos to deliver actionable, privacy compliant, AI-powered insights. Try now!
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