Attribution Pioneer. Builder. Practitioner.
Madan is a marketing measurement expert with more than 15 years of experience building and scaling attribution solutions that drive real business impact.
He has founded and led multiple successful analytics and attribution companies, including Measured and VIQ, one of the first multi-touch attribution platforms of its kind.
Throughout his career, Madan has helped global brands and SaaS companies unlock the true value of their marketing investments by pioneering approaches that blend incrementality testing, marketing mix modeling, and advanced causal insights.
His experience ensures that M-Squared isn't just a platform. It's a proven framework built from real-world use, pressure-tested decisions, and measurable outcomes.
"The challenge with marketing measurement isn't the tools. It's knowing how to turn data into decisions that actually grow your business. That's what we solve every day at M-Squared."
We've helped shape attribution methods, and then taught the industry how to use them.
Authored the industry's first algorithmic multi-touch attribution model
Pioneered incrementality-based bidding algorithms for paid social
Launched the industry's first pure-play incrementality company
Founded M-Squared and introduced the Triangulation Framework, now widely adopted across the industry
Introduced Geospatial Analysis, using zip-level census data to identify high-value customer communities
Launched AI Qual Studies, combining causal measurement with consumer insight to explain why channels work
We don't hide behind proprietary black boxes. Our frameworks are explainable, our assumptions are documented, and our recommendations are traceable to evidence.
Every recommendation is grounded in causal proof, not hunches, not platform claims, not what worked for someone else. We show our work.
We succeed when you succeed. That means staying in the work: interpreting results, pressure-testing findings, and helping you defend insights to stakeholders who matter.
Academic rigor meets operational pragmatism. Our frameworks adapt to real budgets, real timelines, and real organizational constraints.
We iterate, refine, and learn from every engagement. The best measurement programs evolve. They're never "done."