Is your multi-million dollar marketing budget still being guided by outdated, single-click attribution models? If so, you might be leaving significant growth on the table. In this episode of Full Funnel, Rohit sits down with Gabriele Franco, Co-founder and CEO of Cassandra, a groundbreaking incrementality measurement platform.Gabriele shares his journey from managing large agency budgets to building a solution that addresses the $1.2 trillion problem of misallocated marketing spend. Discover why gut feelings and biased data are no longer enough and how Marketing Mix Modeling (MMM) combined with incrementality testing provides a truly scientific approach to proving ROI.Learn how Cassandra has helped brands achieve an average profit lift of 29% by moving beyond flawed attribution. We also dive into the future of marketing analytics, exploring how AI agents and automated platforms are making sophisticated measurement accessible to everyone, not just enterprises with massive consulting budgets.Tune in to learn:✅ The Scale of the Problem is Massive✅ Last-Click Attribution is Fundamentally Broken✅ The "Ground Truth" Comes from Triangulation✅ Build Your Business Case with a Small, Focused Test✅ Your Biggest Growth Opportunity is Likely in the Upper Funnel✅ Modern Measurement is Being Democratized✅ Separate Your "Player" from Your "Referee"This is a must-listen for any CMO, marketing leader, or data analyst looking to move from guesswork to guaranteed growth.Important Highlights:00:00 - The Pain of Allocating Multi-Million Dollar Budgets00:55 - The Rise of Marketing Mix Modeling (MMM)02:07 - The Origin Story of Cassandra04:08 - Why Last-Touch Attribution Is Broken06:04 - How Cassandra's Platform Demonstrates True Impact07:40 - Building a Business Case for Modern Measurement10:43 - Triangulating MMM with Incrementality Testing18:03 - Case Study: How a Client Increased Revenue by 20%21:46 - Startup Journey: Bootstrapping to a $2M Seed Round27:08 - The Future: How AI Agents Will Transform Marketing Analytics31:41 - Lightning Round with Gabriele FrancoConnect with Gabriele Franco on LinkedIn: https://www.linkedin.com/in/gabriele-francoo Connect with Rohit on LinkedIn: https://www.linkedin.com/in/rohitmah/Learn more about Lifesight: https://lifesight.io/🔔 Subscribe to Full Funnel for more conversations with the leaders shaping the future of AI in marketing! #marketing #measurement #attribution #marketingmixmodeling #mmm #innovation #cmo #finance #podcast #humanbehavior #cfoinsights #account #accounting #marketanalysis #marketingpodcast #aiinmarketing