How Intercom built an in-house marketing measurement engine

from Brandformance · host Pranav Piyush

In this Office Hours episode, Pranay Piyush sits down with Raunak Kumar to discuss how he built incrementality testing and marketing measurement systems at companies like Stripe and Intercom.Together they cover:How to build an in-house incrementality programChoosing the right success metrics for MMMWhy B2B marketing measurement is different from B2CGeo holdout experiments and what they revealedHow to earn executive buy-in for experimentationCommon mistakes when building MMM modelsWhy uncertainty matters more than precisionWhen to build vs. buy a measurement platformWhether you're building your first MMM model or scaling an experimentation program, this episode is packed with practical advice for marketing leaders and analytics teams.

Episode metadata supplied by the publisher feed · Published Jul 27, 2026

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How Intercom built an in-house marketing measurement engine

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