Feb 28 2025 51 mins
Every marketer wants to have more confidence that the experiments they run have a causal impact on the business. In this episode of Demand, Jonathan Bland, Co-Founder of Omni Lab, sits down with Pranav Piyush, founder of Paramark, to cut through the noise around incrementality testing and get real about measuring marketing impact.
For B2B marketers tired of questionable attribution models and vanity metrics, this episode delivers actionable insights on:
- Why traditional attribution methods might be lying to you
- Who should be running incrementality test
- What an incrementality test is and how to run one
- Managing stakeholder expectations and how to communicate the results
Whether managing million-dollar budgets or trying to justify your next campaign, you'll learn how to move beyond surface-level metrics to prove real business impact.