Mark is a veritable expert, and brings with him a wealth of experience, in the realms of marketing and analytics. Rohan and Mark talk about the evolution of marketing measurement methods over the past two decades – Mark points out the limitations of the traditional methods of the past that heavily relied on impressions, and how the last decade has seen a revolution in the precision of marketing attribution and analytics. Mark suggests that AI will bring a similar precision in sales analytics and attribution (particularly in terms of top-of-funnel) which will allow businesses to quickly run more experiments on various top-of-funnel and other sales strategies. This will mean: better tailored top-of-funnel strategies for each business, and access to leading indicators when these strategies stop working as well.