MSoM #65 | Rohit Maheswaran on the shifting sands of attribution

Jan 3, 2024

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 Rohit Maheswaran.

In this episode we’re joined by Rohit Maheswaran, the co-founder and Chief Product Officer of Lifesight a marketing measurement platform offering a suite of attribution, MMM (Mixed Media Modelling), and incrementality tools.

We tackle the shifting sands of attribution and how marketers are using different models and tools as the ways of last click and multi-channel attribution fade away and more marketers are embracing a back-to-the-future style of measurement using experimentation and MMM.

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

You can find Rohit on LinkedIn.

📚 Resources

Lifesight | Your Full Stack Marketing Measurements Platform
Lifesight helps you optimize & scale your marketing across any channel. Decode customer behavior & simplify decision-making with AI-powered measurements.
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