K

[archi.mittal @archicreates]

https://t.co/rFWm7JFNvS

[Swish @justswishin]

we’ve tried hundreds of desserts but nothing tastes as sweet as this victory 🏆

#eesaalacupnamdu

[Zeus Ω ((3,3), P) @ohmzeus]

https://t.co/LiW1acJSi1

[Arindam Paul @arindam___paul]

Attribution is Overrated

Incrementality is What Really Matters
Every new-age founder wants to know: Which channel is working? What’s my ROAS? What’s the CAC by cohort?

All fair questions. But here’s the uncomfortable truth:

Attribution only tells you who got credit.
Incrementality tells you who deserves it.

And if you’re an omnichannel brand, attribution is broken by default. Sales don’t always happen on D2C. People discover you online, but buy on Amazon. Or at Croma. Or at a retail counter 3 days later

You could have an ad that influences the purchase—without owning it in the funnel

Which means you can be making the right marketing decisions, but killing them because they don’t “show up” in your performance dashboard

So what should you do?

Most marketers will say: “Build a marketing mix model.”

But that’s not realistic for 95% of brands under ₹200 Cr in revenue. Too much data dependency. Too much statistical overkill. Too little actionability

Here are 4 ways you can directionally measure incrementality—without needing a data science team or an MMM dashboard

We’ve used these extensively at Atomberg, and I’ve seen other breakout brands do it well

1. Geo Split Testing (Still the best starting point)

Pick 2 similar states or cities. Run a campaign only in one of them

Example: Run Meta and YouTube ads in Gujarat, but not in Maharashtra. Keep distribution and trade inputs constant

Now track 3 things in Gujarat vs Maharashtra:

• Branded search growth
• Sell-through velocity on marketplaces
• Offline secondary sales and counter-level repeat billing

If Gujarat grows disproportionately, you know your campaign had impact. No dashboards needed. Just clean thinking and discipline

2. First-Time Buyer Growth vs Returning Buyer Growth

Your campaign performance might look the same every month. Same ROAS, same CVR, same CAC

But behind that, ask: How much of this is coming from new buyers?

If you’re seeing a rise in first-time customers (across Amazon, D2C), you’re creating new demand

Because loyalists will come back anyway. CRM and brand affinity will do the job. But converting new buyers—that’s where your marketing should be measured

Compare campaigns or months by first-time buyer contribution. That’s your directionally incremental signal

3. Paid Traffic vs Organic Trend Lines
Look at how your organic traffic and sales are moving in relation to paid traffic and sales

If you pump up paid, and see no change in organic branded search, organic orders, or category rankings—that’s a red flag.

Your ads are probably just capturing demand that would’ve come anyway

But if organic metrics go up in parallel with paid activity, that’s a strong sign of spillover impact. It suggests that your paid campaigns are creating new interest, not just closing existing interest

4. Channel Crossover + Offline Signal Mapping (Our favorite play at Atomberg)

Here’s where most brands give up:

“My Meta ads don’t show up in attribution—but I know people are seeing them before buying offline.”

So how do you prove it?

One way is post-purchase surveys (“Where did you first hear about us?”). Good for qualitative data

But we took it a step further

At Atomberg, we pass back installation and warranty registration data into Meta. And it gets mapped back to user level cookies

So if someone saw a Meta ad, clicked, purchased from somewhere else and then registered a product warranty 7 days later, we know which campaign nudged that sale—even if attribution said nothing

This has helped us measure true incrementality. And it’s one of the most powerful ways to validate performance marketing’s offline impact—especially in high-consideration categories

If your business is omnichannel and your product is evaluated, pure attribution will always lie to you

Instead of chasing perfect dashboards, chase directional truth

This mindset won’t win you awards. But it will save you crores

[Shivali @shivaligoyal27]

Trupeer is excited to partner with @HeyGen_Official to redefine the product communication stack.

With AI, new products and features are being built in hours, not weeks. Then why should showcasing them take 1000s of dollars and weeks of effort?

Now, you can create studio quality videos from simple screen recordings, in minutes. And add a life-like avatar to narrate them for you. No retakes, no camera, no editing!

In the last month alone, Trupeer has powered the creation of 10,000+ product videos.

We’re excited to see what you all create! Share your trupeer creations, tag us and get a chance to win $500.

@TrupeerAI @joshua_xu_ @crabfisher

Let's break it down. 🧵

[K @mis_kart]

In less than 30 days:
Multipli onboarded 500k users with 160k daily active users.
Multipli recorded an avg APY of 31.28% on Private Mainnet.
Multipli reached $50Mn TVL on Private Mainnet.
Multipli distributed 130Mn in tORBs.
Multipli won the 4th edition of Binance BIA.

[Bhavesh @bhavesh_praveen]

In less than 30 days:
Multipli onboarded 500k users with 160k daily active users.
Multipli recorded an avg APY of 31.28% on Private.
Mainnet Multipli reached $50Mn TVL on Private.
Mainnet Multipli distributed 130Mn in tORBs.
Multipli won the 4th edition of Binance BIA.

[K @mis_kart]

Sincere gratitude to everyone who was part of the journey.

[Arindam Roy @crosschainyoda]

Thank you.

[Arindam Roy @crosschainyoda]

Thank you.

[Pillow: Dollar Savings App @PillowFund]

We're THRILLED to announce that we're sponsoring #votbwbw22 ⚡

We look forward to Vibe With You On The Beach With Big Wiz 🔥
Don't miss @wizkidayo's last concert in Lagos

We’ve got free tickets. Find more details here: https://t.co/xeoAWKpWzk

#PillowDecemberFest #WizkidFC

[Elevation Capital @ElevCap]

Announcing the 2nd panel for the special Web3 track at this year's #IndiaInternetDay in B'lore. Join @crosschainyoda & @PositiveGamma as they talk about product thinking in Web3; how to build a culture of user obsession & data backed iterations. Register: https://t.co/QuK67hFNPB

[Pillow: Dollar Savings App @PillowFund]

a founder, a vc, an advertiser & a prawwwduct manager enters the room😬

@ypranay19 @Nivivacious @shashankmehta05 @Bhavnasuresh
@malikgarv

[K @mis_kart]

https://t.co/YK6tkyO0bS

[Pillow: Dollar Savings App @PillowFund]

Not all heroes were Apes #PillowDefinition

[K @mis_kart]

Would have been impossible in a world controlled by ACH and Swift!

[Nathaniel Whittemore @nlw]

It's looking likely that by tomorrow evening @Ukraine will have raised more than $50,000,000 worth of crypto to fund a resistance effort (read: war) direct from citizens all over the world without a single external organization or government involved to coordinate the effort. 🤯

[K @mis_kart]

https://t.co/e5Y2q58ACw

[Pillow: Dollar Savings App @PillowFund]

yes ser, yes ser, 3 bags full.... #PillowDeFinition

[K @mis_kart]

This is why we do it
#wagmiu #WeAreGonnaMakeItUsable

[Arindam Roy @crosschainyoda]

This is why we do it.

Crypto and DeFi deserve better.

Better UX. Better support. Better opportunities.

Thank you, @PillowFund fam for the incredible support. 🥲

WAGMI.

[K @mis_kart]

@bbharadwaj We should drink more often :P
There will be more life alpha that I can extract from you!
On a more serious note, we will personally home deliver the Merch now ..

[Brijesh Bharadwaj @bbharadwaj]

How I got involved in Pillow is a fun story 🙂 Our man @crosschainyoda interviewed with @fampayindia and I was blown away with the IQ and intellectual honesty Arindam had 🔥. We almost had him! But ofcourse, life had bigger plans 😇 1/n

[Elevation Capital @ElevCap]

We’re thrilled to announce our partnership with @pillowfund & look fwd to working with them on their category creating journey of making DeFi accessible, easy & hassle free for consumers globally. Good luck @crosschainyoda, @onchainkaapi & @mis_kart! Cc: @vaasbhaskar, @kshitijjay

[K @mis_kart]

Validation from @sai_ganesh , uff 🙏🏼

[Sai Ganesh @sai_ganesh]

@sleepyhead148 @PillowFund @showmannan .@mis_kart clearly creating fomo the right way 💯