The Future of Marketing Measurement Is Causal | Talgat Mussin

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, Talgat Mussin, founder of Incrementality Insider and former measurement lead at Google, Amazon, and TikTok, talks about the complexities of marketing measurement and budget optimization. He shares his journey from contractor to industry expert, explains why attribution models are broken, and reveals how to uncover waste in ad spend using frameworks like geo-experimentation and MMM.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Talgat Mussin is a marketing measurement and incrementality strategist with nearly 10 years of experience leading performance for brands at Google, Amazon, and TikTok. As founder of Incrementality Insider, he helps companies cut waste and scale smarter by turning complex causal measurement and experimentation into clear, actionable strategies.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH TALGAT: https://www.linkedin.com/in/talgatmussin/EPISODE LINKS:https://www.incrementality.net/abouthttps://www.marketingevolution.com/marketing-essentials/media-mix-modelinghttps://advertising.amazon.com/en/learning-consolehttps://www.tiktok.com/business/en-US/solutions/measurementhttps://www.facebook.com/business/help