“All roads lead to measurement.”
In my former life running growth teams, dinner talk with fellow marketers always spiralled quickly into measurement. With the advent of sophisticated targeting, bidding, and broader performance marketing capabilities, marketers expected similar precision in closing the loop on the timeless question: “what is working?”
But that “precision” was often an illusion. Simple last-touch models—or black-box MTA—bred overconfidence: channels that claim the last click always look like winners
Then everything changed. Privacy regulations (as we covered in our ‘post-ATT world’ conversation) and cookie deprecation broke those 1-1 user-level methods, forcing marketers to probabilistic methods such as incrementality testing or media mix modeling.
The problem? Building causal models in-house requires PhD level data scientists that very few marketing teams have access to. In the case of Netflix or Stitch Fix, we were fortunate to run such capabilities in-house, but the investment to gain true understanding of channel efficacy was well into the 7-figures.
Meanwhile CACs keep climbing, channels are proliferating, and CFOs now rightly ask for weekly proof, not end-of-quarter slideware. The result is $650 billion in ad spend caught between misleading pseudo-precision and pure gut feel.
Enter Paramark.
Pranav (cofounder/CTO) spent 15 years wrestling with this pain at Dropbox, Pilot, Bill.com and Magento (he now teaches Reforge’s measurement course). With longtime engineering partner Pete (cofounder/CTO), they’ve turned gold-standard incrementality tests and MMM into a login. Paramark’s causal engine isolates true lift instead of chasing broken click trails—what once took $1m+ in data-science payroll now spins up in days.
Paramark is already the lift-based source of truth for Chime, Plaid, Square, Ironclad, ClickUp, Speak and Eucalyptus. The pull is strong, and revenue has grown 5x+ since we invested late last year.
But measurement is only chapter one. Because Paramark owns the understanding of efficacy, it can plan, forecast, and soon execute—becoming the AI-driven orchestration layer that allocates budget, automates experiments, and rolls results back into its MarketingOS. Owning the measurement brain unlocks the continuous experimentation engine that runs central to every growth team.
We’re thrilled to lead the seed because we believe Paramark can become the AI operating system for modern marketing—where every dollar is benchmarked, forecasted and continuously tested.
Brands tired of guessing—or engineers ready to build marketing’s nervous system—should reach out and check out our open roles. The future of growth starts with clarity.
