In Episode 17, Part 2, we conclude our conversation with Sameer Modha by moving from philosophy into practice.

This episode focuses on the realities of marketing measurement once the analysis is done and the conversations begin.

We discuss:

• What it really takes to deliver tough measurement news
• Why “good-looking” dashboards can still lead to poor decisions
• Practical methodologies and the tradeoffs behind them
• Ongoing industry debates around attribution, incrementality, and automation
• How dashboards should be used as tools, not shields
• And where marketing measurement is heading as expectations continue to rise

Part 2 is about responsibility.

Because measurement doesn’t stop at reporting. It continues when teams are asked to explain impact, defend budgets, and make decisions under uncertainty.

This conversation is especially relevant for marketers, analysts, and leaders who want measurement to reflect real business outcomes, not just surface-level performance.

We want to sincerely thank Sameer Modha for joining us and for bringing such clarity, honesty, and thoughtfulness to this two-part conversation. His perspective made this episode what it is.

👉 If you haven’t listened yet, we recommend starting with Episode 17, Part 1, which covers career journeys, the philosophy of data and marketing, and why honesty is the foundation of meaningful measurement.

Thanks for listening, and we hope this conversation helps you approach measurement with clearer eyes and better questions.

marketing measurement, marketing analytics, attribution modeling, incrementality, dashboards, marketing automation, marketing ROI, business impact, analytics strategy, data-driven marketing, future of marketing, marketing leadership, decision making