Making Sense of Martech #65 | Rohit Maheswaran on the shifting sands of attribution
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Jan 2, 2024 Rohit Maheswaran, Co-founder and Chief Product Officer of Lifesight, dives into the evolving world of marketing attribution. He discusses the shift from traditional models to experimentation and Mixed Media Modeling (MMM) as marketers adapt to new challenges. The conversation highlights the importance of collaboration between marketing and finance for better decision-making, the role of ethical data practices, and the evolving landscape of AI-driven marketing. Rohit's insights illuminate how innovation can empower marketers to succeed in a complex environment.
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Rohit's Entrepreneurial Journey
- Rohit Maheswaran's entrepreneurial journey spans 20 years, starting with an agency and evolving to SaaS and data companies.
- He emphasizes the importance of persistence despite failures, having started five startups.
Imperfect Measurement
- Marketing measurement has always been an estimation, relying on probabilistic methods and correlation.
- The market, therefore, makes educated guesses about campaign effectiveness.
Digital's Double-Edged Sword
- The rise of digital advertising led to reliance on individual-level tracking, creating data silos within marketing teams.
- This approach, while effective for a time, was fundamentally flawed due to its correlation-based nature.