About
Marketing attribution continues to be one of the toughest challenges facing brands today. Traditional models often fail to capture the true drivers of incremental growth, leaving executives with fragmented insights and misaligned decisions. In this webinar, we’ll introduce the Marketing Accounting Framework (MAF), a structured approach that helps unify financial rigor with modern attribution practices.

We’ll walk through a simple forecasting exercise to showcase how using last click data to build forecast can lead to misaligned expectations for business performance and how causal multipliers can help correct your forecasting accuracy.

Finally, you’ll learn how M-Squared, the industry’s first attribution marketplace, equips marketers and executives with the education, expert community, and bespoke services needed to put these practices into action. Whether you are recalibrating your measurement approach or building a roadmap for advanced attribution, this session will give you both the strategic frameworks and practical tools to move forward.
When
Thursday, October 23, 2025 · 11:00 a.m. Eastern Time (US & Canada) (GMT -4:00)
Agenda
  • Why traditional attribution often fails to predict true demand sales.
  • How the Marketing Accounting Framework (MAF) structures advanced attribution.
  • Practical applications of MMM and incrementality testing to refine multipliers.
  • How to evaluate incremental contribution across channels with greater accuracy.
  • How M-Squared supports brands with education, expert guidance, and tools.
Presenters
1758033580-8d4570b8b4198bf1
Madan Bharadwaj
Founder, CEO at M-Squared
Madan Bharadwaj is an advanced marketing measurement expert with over 15 years of experience and four attribution startups. He has pioneered innovations like multi-touch attribution and incrementality testing, helping marketers move beyond last-click models.

As the founder of M^2, Madan champions a methodology-agnostic approach to media attribution, offering the industry’s first advanced attribution masterclass. Through the M^2 marketplace, he connects brands with high quality attribution talent and services, enabling smarter media investment decisions.
1760374621-dffa6208af8aca77
Paul Baumgarthuber
Chief Marketing Officer at LaserAway
Paul is an accomplished Chief Marketing Officer at LaserAway, known for driving scalable, data-driven growth strategies and pioneering AI-powered marketing solutions. With a degree in Management Information Systems from the University of Arizona, Paul combines technical expertise with a deep understanding of consumer behavior to deliver measurable business outcomes.

An entrepreneur at heart, Paul has founded and successfully exited three companies, giving him firsthand insight into building businesses from the ground up. He applies this entrepreneurial mindset to corporate leadership, focusing on creating value-driven strategies, accelerating revenue growth, and developing high-performance marketing organizations.

Paul’s expertise spans marketing attribution, AI and automation, conversion optimization, and full-funnel growth strategies. He is passionate about leveraging data, advanced attribution models, and innovative technology to enhance the customer journey and improve ROI.

Committed to continuous learning and operational excellence, Paul plays a key role in maintaining LaserAway’s leadership position in the national aesthetics market and is constantly exploring new ways to drive sustainable, long-term growth.
1738943168-f14c1b5b17033211
Anthony Vargas
Senior Editor at AdExchanger
Anthony covers publisher news and sell-side technology, with a particular focus on the rise of alternative datasets to replace those derived from third-party cookies. He also covers the gaming, digital audio and digital out of home markets. His previous B2B publishing experience includes covering the commercial audiovisual and music retail industries. He also has a background in literary publishing.
Reserve Your Spot
Full name*
Email Address*
Company Name*
Job Title*
Country*
Marketing Permission
AdExchanger/Access Intelligence LLC & M^2 will use the information you provide on this form to be in touch with you and to provide updates and marketing. We will not share or sell your personal information. You can unsubscribe anytime by clicking the unsubscribe link in the footer of our emails, or by replying to our emails and asking to be unsubscribed. For more information, please read our privacy policy.
Privacy Policy
✓ Yes, I consent to receiving emails*
We use BigMarker as our webinar platform. By clicking Register, you acknowledge that the information you provide will be transferred to BigMarker processing in accordance with their Terms of Service and Privacy Policy.
Powered by BigMarker