Madan is a leading expert in advanced marketing measurement systems. Over 15 years and 4 attribution startups, he has brought breakthrough innovations like multi-touch attribution and incrementally testing to market that is helping marketers navigate away from last click attribution.Marketers now have a glut of attribution tools at their disposal, but have very little expertise in how to apply the science and tools of attribution to brands and create business outcomes. If marketers ventured to learn about attribution in the wild, they'll encounter a sea of attribution content generated by vendors which are self-promotional - it's like "trying to learn about cars reading a Lexus brochure".