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.ㅤDrawing 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.ㅤThe 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.ㅤ👤 Guest BioPranav 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.ㅤ📌 What We CoverWhy “90% of attribution tech is theater” and most dashboards can be deleted without business impactThe skill gap in marketing leadership: “You can’t learn statistics from ChatGPT”A scientific framework for testing: marketing mix modeling vs. incrementality testingWhy many startups ruin out-of-home by doing it wrong the first timeWhat makes campaigns like Canva’s outdoor strategy succeed where others failHow marketers can protect bold creative ideas from short-term performance pressureWhy CMOs must educate the C-suite that “80% of what I do will fail”The right way to test billboard effectiveness across marketsHow Paramark helps marketers isolate true channel performance without replacing their teamㅤ🔗 Resources MentionedParamark Office HoursCanva’s out-of-home campaign (discussed, no link provided)Shanik Patel (former Grammarly growth lead, no link provided)ㅤLow-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.