90% of Attribution Tech Is Theater (with Pranav Piyush) | Ep. 22

Greg Wise and Charlie Riley welcome Pranav Piyush, CEO of Paramark, for a brutally honest conversation about marketing measurement, attribution myths, and why most dashboards should be deleted.

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Drawing from experience at Dropbox, Pilot, Magento, and Bill, Pranav outlines what’s broken in traditional analytics—and why a statistical foundation is non-negotiable for modern marketing leaders. From “dashboard theater” to why 80% of campaigns fail (and why that’s normal), this episode is a wake-up call for anyone still defaulting to vanity metrics.

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The trio also breaks down why out-of-home marketing fails without creative boldness, why most branded search ads are a waste, and how Paramark is redefining incrementality and measurement through statistical modeling and experimentation. Packed with hot takes, hard truths, and tactical advice—this one’s a must-listen for any CMO under pressure to prove value.

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👤 Guest Bio

Pranav Piyush is the CEO and founder of Paramark, a marketing measurement platform built for CFOs and CMOs who demand statistical rigor. With a background in growing teams at Dropbox, Pilot, Magento, and Bill, he’s now focused on solving one of marketing’s most persistent problems: valid, causal measurement across every channel—including out-of-home and podcasts.

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📌 What We Cover

• Why “90% of attribution tech is theater” and most dashboards can be deleted without business impact
• The skill gap in marketing leadership: “You can’t learn statistics from ChatGPT”
• A scientific framework for testing: marketing mix modeling vs. incrementality testing
• Why many startups ruin out-of-home by doing it wrong the first time
• What makes campaigns like Canva’s outdoor strategy succeed where others fail
• How marketers can protect bold creative ideas from short-term performance pressure
• Why CMOs must educate the C-suite that “80% of what I do will fail”
• The right way to test billboard effectiveness across markets
• How Paramark helps marketers isolate true channel performance without replacing their team

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🔗 Resources Mentioned

• Paramark Office Hours
• Canva’s out-of-home campaign (discussed, no link provided)
• Shanik Patel (former Grammarly growth lead, no link provided)

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