The Marketing Millennials The Truth About Marketing Analytics with Sid Malhotra, EVP at Snap | Ep. 368
Nov 21, 2025
Sid Malhotra, EVP at Snap and former marketing lead at Grammarly, shares insights on marketing measurement that can reshape your strategy. He explains why traditional last-click thinking misguides modern marketers and reveals that many potential customers are outside the Meta and Google ecosystem. Sid introduces the 'Hot Wheels Problem,' highlighting the shortcomings of view-only impressions. He also outlines a practical three-step playbook to effectively test new channels like Snapchat to better engage a diverse audience.
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Snapchat Reaches Unique Audiences
- Snapchat's audience is distinct: many users don't use other major apps like TikTok, Instagram, or Pinterest.
- This makes Snapchat an efficient acquisition channel for customers you might otherwise miss.
The Hot Wheels Ultimate Garage Story
- Sid's daughter researched a Hot Wheels set, kept it in cart, then bought after seeing a Netflix show.
- The Netflix impression drove the purchase but went uncredited by last-click measurement.
Deterministic Views Reveal Hidden Credit
- Deterministic matching of impressions to users (first-party keys) uncovers view-driven purchase influence missed by probabilistic models.
- That better attribution raises measured ROAS when non-click impressions are included.