Brandformance · 2026-07-27 · 46 min
In this Office Hours episode, Pranay Piyush sits down with Raunak Kumar to discuss how he built incrementality testing and marketing measurement systems at companies like Stripe and Intercom. Together they cover: How to build an in-house incrementality program Choosing the right success metrics for MMM Why B2B marketing measurement is different from B2C Geo holdout experiments and what they revealed How to earn executive buy-in for experimentation Common mistakes when building MMM models Why uncertainty matters more than precision When to build vs. buy a measurement platform Whether you're building your first MMM model or scaling an experimentation program, this episode is packed with practical advice for marketing leaders and analytics teams.
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