Think TV advertising is just for massive brands with bottomless budgets and a "hope for the best" strategy? Think again.

The world of Connected TV (CTV) is undergoing a quiet revolution, and performance marketers are leading the charge. Arthur Quérou, Co-founder & CEO of Vibe.co, joins Rohit to demystify CTV and reveal how his platform is making it a go-to channel for direct results. Forget complex media buys and fuzzy attribution—Arthur explains how AI-driven targeting, creative personalization, and a focus on incrementality are unlocking unprecedented growth for B2B and DTC brands.

Things You'll Learn From This Episode:

✅ The B2B Credibility Boost: Discover why retargeting on CTV is the quickest way to establish your brand as a serious industry leader.

✅ Creatives That Convert: Learn why showing your product clearly is far more effective than conceptual or overly "funny" ads on TV.

✅ Measure, Don't Just Attribute: Understand why moving beyond last-click to an incrementality mindset is crucial for seeing true marketing impact.

✅ AI is the New Media Buyer: See how AI is automating campaign optimization, allowing marketers to focus on high-level strategy instead of manual tweaks.

✅ The Ultimate Quick Win: For anyone new to CTV, the single most impactful and cost-effective first step is launching a retargeting campaign.

Discover the secrets to leveraging CTV for B2B legitimacy, the creative strategies that actually convert, and why AI is making media buyers a thing of the past.

Important Highlights:

(00:00) Why B2B Brands Are Missing Out on CTV

(00:55) Meet Arthur Quérou: From AdTech Veteran to CTV Pioneer

(03:03) The 'Aha' Moment: Why CTV is the Next Marketing Frontier

(05:03) The Measurement Challenge: Moving Beyond Clicks in CTV

(06:20) Building a Self-Serve CTV Platform Modeled After Meta

(09:26) How AI Simplifies CTV Campaign Launches for Newcomers

(11:56) The Untapped Power & Quick Wins of CTV for B2B

(13:35) Attribution vs. Measurement: A New Mindset for Marketers

(18:03) Creative That Converts: What Actually Works on CTV?

(25:50) The Future of Advertising: AI Agents & Generative Creatives

(28:40) Final Advice for CTV-Curious Brands

Full Funnel, hosted by Rohit, Co-founder at Lifesight, is your guide to AI-first marketing strategies. We cut through the noise to bring you actionable insights from the world's leading marketers, founders, and tech pioneers who are shaping the future of growth.

Connect with Arthur Quérou on LinkedIn: https://www.linkedin.com/in/arthurquerou

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

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

🔔 Subscribe to Full Funnel for more AI-driven marketing strategies and expert interviews. If you found this valuable, hit the like button and share your biggest takeaway in the comments below!

#ctv #advertising #performancemarketing #aiinmarketing #digitaladvertising #adtech #b2bmarketing #video #fullfunnel #podcast #marketingstrategy

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

Feeling overwhelmed by the latest marketing trends and complicated strategies? In this episode, Rohit talks with Adam Kitchen, founder & CEO, Magnet Monster. Adam shares a refreshing perspective: what if the secret to real growth isn't about adding more, but about perfecting the basics?You'll learn why he believes a deep focus on the fundamentals of email and SMS marketing is more powerful than chasing complexity. He shares the exact frameworks used to scale D2C brands to over $100M, transforming their retention programs from a simple communication channel into their most reliable and predictable profit engine.In this episode, you'll discover:✅ Core Email Flows: Master the four fundamental flows (Welcome, Abandoned Cart, etc.) before getting lost in complex automation.✅ Email Deliverability: Use the simple "Traffic Light System" to segment your audience and protect your sender reputation.✅ A Quick Win Tactic: Learn how a simple 24-hour retargeting email to clickers can add up to 20% more revenue.✅ Segmentation Strategy: Discover why broader audience segmentation often outperforms a hyper-granular approach.✅ The Future with AI: Explore how AI agents will reshape email marketing and what the role of the human strategist will be.Important highlights:00:00 - Introduction: Shifting Focus to Retention Marketing01:00 - Adam Kitchen's Journey: From Copywriter to Agency Founder03:08 - Why Focus on D2C & Klaviyo?04:13 - The Holistic Strategy That Sets Magnet Monster Apart05:42 - The Playbook for $10M+ Brands: Master the Fundamentals07:40 - Finding the Right Mix: Email Frequency & Personalization09:13 - The Truth About Segmentation: Why Broad Beats Granular11:17 - The "Traffic Light System" for Email Deliverability13:33 - Creative Strategy: Viewing Emails as Mini Landing Pages15:16 - The Measurement Trap: Attributed vs. Incremental Revenue18:21 - How to Align Retention Efforts with Paid Media Strategy20:05 - The 20% Revenue Boost Tactic Everyone Is Missing23:00 - The Future: How AI is Reshaping Email MarketingWelcome to Full Funnel, where we explore the intersection of AI, strategy, and sustainable growth. Host Rohit unpacks the playbook of industry-leading experts to give you actionable insights you can apply today.Connect with Adam Kitchen on LinkedIn: https://www.linkedin.com/in/adamkitchen1Connect 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! #retentionmarketing #emailmarketing #d2c #klaviyo #marketingstrategy #marketing #measurement #attribution #mmm #podcast #marketingpodcast #aiinmarketing #cmo #marketinginsights #aiformarketing #performancemarketing