Madan Bharadwaj

Founder & CEO 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-Squared, Madan champions a methodology-agnostic approach to media attribution, offering the industry's first advanced attribution masterclass. Through the M-Squared marketplace, he connects brands with high quality attribution talent and services, enabling smarter media investment decisions.

Wednesday, August 12

2:25 PM Track 2: Acceleration Workshop: Beyond ROAS: A Causal Attribution Clinic

Every ecommerce marketer has more performance data than ever, yet less confidence in what is actually driving growth. In this interactive clinic, Madan Bharadwaj, Andrew Huang, and Lydia Pittman will break down the practical foundations of causal measurement: marketing mix modeling, incrementality testing, triangulation, and causal multipliers.

The session moves from theory to application through real-world case studies from LaserAway and The Perfect Jean, followed by practitioner perspectives from a high-scale lead generation business and a food and snack brand. Attendees will then put the framework to work in a forecasting exercise, learning how to translate causal metrics into better media allocation decisions.

You will leave with a clearer way to reconcile conflicting platform, analytics, and attribution reads—and a practical framework for deciding where to scale, hold, test, or cut spend.

Check out the incredible speaker line-up to see who will be joining Madan.

Download The Latest Agenda