Is your Facebook ROAS wildly different from Google Analytics? Does your MMM tell a different story from your incrementality tests? You're not alone, and it's not a problem—it's an opportunity.

In this episode of Full Funnel, Rohit sits down with Madan Bharadwaj, a true veteran of marketing attribution and the CEO & Founder of M-Squared. Madan has built four attribution startups and now advises top brands on how to navigate the chaotic world of measurement.

He argues that the search for a single source of truth is a fool's errand. Instead, the real growth happens when you learn to "triangulate" these conflicting signals to make smarter, unified investment decisions. Madan introduces his revolutionary Marketing Accounting Framework (MAF), a practical system for aligning marketing efforts directly with financial outcomes and getting your CFO on board.

Tune in to learn:

✅ Why human behavior is the root cause of conflicting marketing data.

✅ The "Triangulation" method: How to synthesize MMM, incrementality, and attribution data.

✅ The Marketing Accounting Framework (MAF): How to speak the language of your CFO.

✅ Case Studies: How brands like LaserAway and The Perfect Jean used this framework to double their business.

✅ A practical maturity model for your measurement strategy, from startup to enterprise.

✅ The future role of AI in measurement and why human judgment will be more critical than ever.

This is a masterclass for any marketer, CMO, or founder tired of battling confusing dashboards and looking for a clear path to proving—and improving—their impact.

Important Highlights:

00:00 - Intro: The Myth of a Single Attribution Method

01:42 - There's No "One-Size-Fits-All" in Measurement

04:34 - The Core of Measurement: Changing Human Behavior

07:14 - The "Aha!" Moment: How to Triangulate Conflicting Data1

0:17 - A Practical Framework for Making Investment Decisions

15:13 - Case Study: How Triangulation Led to a 12% Business Lift

19:27 - The Marketing Accounting Framework (MAF): Aligning Marketing with the P&L

26:36 - Case Study: How Splitting the P&L Unlocked a New Go-to-Market Strategy

28:33 - The Measurement Maturity Playbook: What to Do at Every Stage of Growth

33:12 - The Single Most Important Skill for Marketers & CFOs

34:50 - The Future: How AI Will (and Won't) Change Marketing Measurement

Connect with Madan Bharadwaj on LinkedIn: https://www.linkedin.com/in/madanbharadwaj

Connect with Rohit on LinkedIn: https://www.linkedin.com/in/rohitmah/

Learn more about Lifesight: https://lifesight.io/

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