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

Are your marketing analytics really telling you the full story? In this illuminating episode of the Full Funnel Podcast, host Rohit sits down with Matt Bahr, Founder & CEO of Fairing, to expose the "black hole" in conventional marketing attribution that's costing brands millions.Matt reveals how traditional pixel-only tracking is the "Emperor's New Clothes" of e-commerce, leaving countless conversions and critical customer insights in the dark. You'll learn how Fairing's innovative post-purchase surveys, powered by AI in marketing, are revolutionizing how brands understand their true e-commerce growth.In this episode, you'll discover:✅ The Genesis of Fairing: How a failed same-day delivery startup led to solving the biggest problem in marketing attribution.✅ The iOS 14 Impact: Why Apple's privacy changes sealed the deal for the critical need of human-in-the-loop data.✅ Beyond Last-Click: How joining direct customer feedback with other conversion tracking data unveils the true customer journey.✅ TikTok vs. Traditional: Hear a real-world case study of a $20M brand that shifted 100% of its ad spend from Meta to TikTok advertising and influencer marketing, all thanks to survey data.✅ Breaking the "Doom Loop": Strategies to escape over-saturating channels based on misleading metrics and reallocate your ad spend allocation effectively.✅ The Science of Surveys: Why proper survey design and statistical rigour are essential for generating reliable customer behaviour insights, and how Fairing's AI helps.✅ AI's Role in Measurement: From auto-classifying open-ended responses to the exciting future of AI creative in Connected TV (CTV) and synthetic audiences.✅ Overrated vs. Underrated Metrics: Matt's surprising takes on what e-commerce metrics marketers should truly value.If you're a marketer, CMO, or business leader tired of flying blind, this episode is a must-listen to harness the power of direct customer voice and drive smarter, more data-driven decisions.Important Highlights:00:00 - The Genesis of Fairing: From Startup Pivot to Attribution Solution02:27 - The Attribution Black Hole: Pixel-Only Tracking's Flaws & Fairing's Value05:00 - The Science of Surveys: Designing for Accuracy and Recall08:47 - Beyond Last-Click: De-siloing Data for Actionable Insights10:10 - AI in Attribution: Augmenting Human-in-the-Loop Data13:59 - Real-World Impact: The TikTok vs. Meta Case Study16:18 - Bridging Marketing Measurement with Finance Teams18:11 - Educating Marketers: Cultivating Survey Literacy & Data Trust22:49 - The Future of AI: Creative, Synthetic Audiences, and Connected TV25:01 - Lightning Round: Metrics, AI Tools, and Workflow Insights29:02 - Lightning Round: Debunking Myths & Quick Wins for Brands31:11 - Conclusion: Embrace the Customer Voice for Strategic GrowthConnect with Matt Bahr on LinkedIn: https://www.linkedin.com/in/matthewbahr 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!

Are your top-performing ads suddenly tanking? In this insightful episode of the Full Funnel Podcast, we sit down with Atharva Padhye, Co-Founder and Chief Business Officer of GetCrux, to unravel the mystery of creative fatigue and how AI is revolutionizing paid media.Atharva shares the journey that led him to build GetCrux, explaining the critical shift from subjective creative analysis to a data-driven approach. Discover how GetCrux's AI analyzes over 100 on-screen signals—from hooks and pacing to music and talent—to predict ad performance and generate high-converting creatives in minutes.

Things You'll Learn From This Episode:

✅ AI-driven insights to combat creative fatigue in paid media.

✅ Master AI-powered creative analysis to predict and generate winning ads.

✅ Adopt CPIR for superior ad performance measurement beyond ROAS/CPA.

✅ Use AI-generated static ads to cost-effectively test video concepts.

✅ Grow creative analysts merging data science with artistic intuition for marketing.

✅ Prioritize audience understanding as foundational, even with advanced AI tools.

If you're a marketer, CMO, or simply curious about the future of AI in advertising, this episode is packed with actionable strategies to transform your paid media campaigns.

Important Highlights:

1:07 - GetCrux's Origin: Solving Creative Fatigue

1:20 - How GetCrux Analyzes Ad Signals

2:38 - Avoiding the "Lazy Marketer's Trap"

4:51 - The First Prototype: A Google Doc

5:32 - AI Tagging & Performance Prediction

6:44 - Key Creative Variables & CPIR

7:32 - From Insight to New Creative (Gen AI Studio)

9:55 - Using Static Ads for Video Concept Testing

10:25 - Case Study: 2x Scale, 10% Lower CAC

12:36 - Measuring Incremental Returns of Creatives

13:57 - Marrying Art & Science: Creative Analysts

17:50 - Back to Basics: Prioritizing Audience Understanding

19:34 - Lightning Round

Connect with Atharva Padhye on LinkedIn: https://www.linkedin.com/in/atharvapadhyecrux

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!

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

Is your marketing strategy stuck in silos? In this episode of Full Funnel, host Rohit sits down with Jonathan Snow, Co-Founder of Avenue Z and the visionary behind The Snow Agency, to dismantle the outdated, channel-specific approach to marketing.

Jonathan shares his incredible journey from launching e-commerce brands to engineering a $200 million exit for a client by mastering a unified performance model. He reveals why separating paid media, PR, influencer marketing, and SEO is no longer a viable strategy for sustainable growth.

Dive deep into the future of customer acquisition as Jonathan unpacks the emerging field of AI Search Optimization (AISO). Discover why your brand's visibility on platforms like ChatGPT and Perplexity is the next competitive frontier and how to measure the impact that traditional analytics like UTMs are missing.

Tune in to learn:

✅ The critical flaws of a siloed marketing approach and how it limits scale.

✅ How to build a blended performance dashboard that ties directly to your P&L.

✅ Actionable strategies for influencer marketing that actually drive sales.

✅ The three pillars of AI Search Optimization (AISO): PR, SEO, and traffic.

✅ Why post-purchase surveys are becoming essential for tracking AI-driven discovery.

✅ The future of the agency model and the difference between strategy and execution in the age of AI.

Whether you're a CMO, a performance marketer, or an e-commerce founder, this episode provides a masterclass in building a resilient, full-funnel marketing engine that drives real business results.

Important Highlights:

0:00 Intro: Why the Siloed Approach is Broken

1:35 - Jonathan Snow's Journey from Dentist to Marketing Mogul

3:28 - Breaking the Silos: Creating a Truly Unified Agency

4:50 - Case Study: The $200M Exit Fueled by a Full-Funnel Strategy

5:59 - What is AI Search Optimization (AISO)?

9:04 - The Hidden Impact of AI on Brand Discovery

10:10 - The Secret to High-Performing Influencer Marketing

12:06 - The Evolution of UGC and AI-Generated Creative

15:00 - The Future of Marketing Agencies in an AI World

21:49 - The Most Overrated Marketing Metric

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

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

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/

🔔 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