Imagine a world where you know exactly which marketing dollar drives the next dollar of revenue. It's not a fantasy—it's the power of modern measurement. This week, Rohit is joined by Kishalaya Mukhopadhyay, Growth & Data Science at Prominence, who guides us on the journey from chasing clicks to understanding true causality. It's a fundamental shift that separates good marketers from great ones.This conversation is your entry point into the world of Marketing Mix Modeling (MMM) and experimentation. Kishalaya demystifies these powerful techniques, explaining how they work together to reveal the hidden impact of your entire marketing ecosystem—from upper-funnel activities to offline channels. Discover how to build a culture of testing and learning that unlocks sustainable growth.In this episode, you'll discover:✅ Spotting Flawed Attribution: Learn the common red flags (like last-click bias and mismatched revenue) that signal your current measurement is broken.✅ MMM in Simple Terms: Understand what Marketing Mix Modeling is, what data goes into it, and the powerful insights (like saturation curves and true contribution) that come out.✅ The Power of Experimentation: Discover how geo-testing and holdout tests work hand-in-hand with MMM to validate models and measure true incremental lift.✅ Your First 90 Days with MMM: Kishalaya outlines a step-by-step playbook for mid-market brands to centralize data and build their first model.✅ Speaking the CFO's Language: Learn how to present your findings using contribution charts and ROI metrics that directly address business impact and secure budget.Important highlights:(00:00) Intro: The Problem with Last-Click Attribution(00:45) Welcome Kishalaya Mukhopadhyay: Moving from Clicks to Causality(01:33) Kishalaya's Journey: From Performance Marketing to Data Science(02:36) The Moment Traditional Attribution Fails(04:05) Red Flags in Your Ad Platform Reports(06:02) What is Marketing Mix Modeling (MMM)? A Layman's Guide(07:43) MMM Explained: The Inputs and Outputs of a Model(11:12) How Experimentation and Geo-Testing Complement MMM(14:00) Case Study: Proving CRO and YouTube Ad Impact(16:03) A 90-Day Playbook for Your First MMM Project(20:49) How to Talk to Your CFO and Get Budget Buy-In(26:15) The Future: How AI is Reshaping Marketing Measurement(28:46) Lightning Round: ROAS, Over-rated Metrics & Favourite Tools"Full Funnel" is your guide to navigating the future of marketing with AI-first strategies. We cut through the hype to bring you actionable insights from the world's leading experts in marketing, data, and technology.Connect with Kishalaya Mukhopadhyay on LinkedIn: https://www.linkedin.com/in/kishalaya-mukhopadhyay17 Connect with Rohit on LinkedIn: https://www.linkedin.com/in/rohitmah/Learn more about Lifesight: https://lifesight.io/🔔 If you want to build a future-proof marketing strategy, hit SUBSCRIBE and turn on notifications so you don't miss an episode! Drop your biggest measurement question in the COMMENTS below!#fullfunnel #podcast #mmm #datascience #marketinganalytics #marketingroi #BeyondClicks #MarketingStrategy #MarketingTips #CMO #finance #MarketingMeasurement #LastClickAttribution #Incrementality #MarketingAnalytics #MarketingBudget