Pranav Piyush

The martech industry is broken, and I’m devoting the next 15 years of my life to fix it.

After a decade leading growth and marketing teams at places like Dropbox, Pilot, Magento and BILL, I realized there was no measurement tool on the market that was statistically valid, simple and holistic. 

So I went and talked to every CMO and VP of marketing in my network. Their number one complaint? Attribution. 

And this is why we built Paramark.

Because I believe that measuring your marketing efforts is not that hard. 

Through the power of MMM, experimentation and data science, we’ve created the holy grail of measurement tools. So marketers like you can confidently understand the impact of your marketing investments – and communicate them to your CFO and CEO.

Learn our method at Paramark.com.

Co-Founder & CEO

Before starting Paramark, I spent the last decade leading growth and marketing teams at fast-growing companies like Dropbox, Pilot, Magento, and BILL.

During that period, we evaluated hundreds of martech tools and, for the most part, were sorely disappointed. Here's why. We found few solutions that could handle the needs of fast-growing marketing teams. They were either incomplete, hard to use, or claiming things that were just flat-out wrong!

This trend is especially true for marketing analytics. Synthesizing and analyzing marketing data to understand effectiveness should be a solved problem. After speaking to hundreds of marketing leaders at some of the fastest growing companies, I was honestly surprised that the truth is far from it. Understanding and communicating the return on marketing investment continues to be one of the top challenges for marketers.

That's why we decided to build Paramark. Our goal is to help fast-growing marketing teams measure and forecast the impact of their investments, unlocking sustainable growth.

CreatorDB

VP of Data Business

Pathmatics (By Sensor Tower)

Senior Director of Sales 

Director Of Sales

Director of Strategic Partnerships

Manager, Director of Account Management

Sr. Account Manager (#7th Hire)

InMobi

Account Manager

LazyZach

Co-Founder

Bank of America

AVP, Treasury Management Associate

Treasury Management Analyst

Coffee Stain Research

His skill set and personality are well suited for a fast paced environment with a work hard - play hard culture. His passion is in the ground-up approach of building innovative products that solve a problem. His successes are in turning new ideas into launched products through building successful cross-functional teams and fostering a culture of design-driven product development.

"A beautiful garden requires a lot of water -- most of it in the form of perspiration", was an old Indian saying Nirav grew up with and till date abides by. His high energy and quick learning style enables him to hit the ground and size up problems rapidly. His colleagues would tell you that he’s a team player who maintains a positive attitude and outlook. He has the ability to stay focused in stressful situations and can be counted on when the going gets tough.

Nirav Chatterji 🔜 VidSummit

When was the last time your gut told you an influencer was "real", but the numbers said, "nope"?

Welcome to the authenticity paradox: where "real people" creators come off the assembly line with perfectly scripted messiness and expert-level vulnerability. (Yep, vulnerability theater is the 2025 remake of Hollywood method acting.)

It’s not just hospital selfies and over-shared breakdowns anymore: being fake-real is literally a business model. And brands who buy into the act are burning cash faster than you can say "curated chaos."

Here’s the twist: Data doesn’t get fooled by bandages or ring lights. It tracks consistency, trust, sentiment: signals you can’t buy at the authenticity store on Etsy.

Want creators who actually convert? Run the gut check: but trust the data check. Let’s make real, actually mean something again.

#InfluencerMarketing #CreatorDB

Nirav Chatterji 

VP & Head of Data Business, GTM (US) at CreatorDB

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Hot take: “creator” vs. “influencer” is the most overhyped debate in marketing.

At CreatorDB, we see it all the time: people get caught up in labels, but let’s be real: the name on the tin isn’t what moves your metrics.

It’s performance signals that matter. Stuff like:
• Trust & sentiment from real audiences
• Engagement, not just reach
• Posting velocity and growth trajectory
• Actual buying behavior: not follower count

Our POV? Focus on the data that predicts ROI, not the badge someone picked in 2016. Creator, influencer, taste-maker, frog-wizard: if they convert, that’s what counts.

So let’s retire the label wars. Your next top partner is out there; maybe under a name you least expect.

Picture this: you’re scrolling LinkedIn and a turkey pops up: dead serious: selling you on “the best cranberry sauce on the market.” Would you buy it?

Absurd, right? But honestly, that’s half the influencer economy out there: questionable authority, slick presentation, and a wing (or wishbone) of trust issues. 

We’re obsessed with authenticity and trust markers: whether it’s data signals or (hypothetically) not taking dinner advice from the dinner itself. 

This Thanksgiving, maybe ask: what’s your audience *actually* hungry for, and who do they trust to deliver it? 

If you want more than just gravy vibes, let’s connect. 

#InfluencerMarketing #Thanksgiving #CreatorEconomy #TrustTheData

Embrace your marketing “flops.” They’re data goldmines disguised as L’s.

That campaign that face-planted?
Treat it like gold.

The messy data, the low engagement, the awkward silence that felt like posting into the void… that’s not failure.
That’s clarity.

Bad campaigns leave breadcrumbs:
What didn’t resonate.
What timing missed.
What message fell flat.
What audience shrugged.

Most teams bury their mistakes.
The smart ones mine them.

While everyone else is chasing likes, you’re finding the patterns your rivals never see : because they’re too busy trying to look perfect.

Flops aren’t setbacks.
They’re cheat codes for the next win.

Ever realize most creator data tools are just Frankensteins: stitched together from half a dozen sources and hoping you don't notice the gaps? The real cost? Missed ROI, blown budgets, and campaign results nobody can actually attribute.

Here’s the twist: 1st party creator data isn’t just more accurate: it’s the only way to connect the dots between what actually drives conversions and what just looks good on a dashboard. But for some reason, the influencer economy keeps treating 3rd party data like gospel. (Newsflash: If your creator picks are based on noisy signals from a patchwork database, get ready for random results.)

Prediction? As bigger brands roll in, accuracy and attribution are about to become non-negotiable. The future of influencer marketing is Moneyball, not magic beans.

Ask yourself: Are you tracking signals that *actually matter*, or just chasing the trend?

Who says bigger is better? 

We’re living through influencer marketing’s Moneyball moment. The brands winning aren’t chasing mega-creators with millions of followers: they’re betting on micro-influencers who hit all the right signals: steady engagement, genuine sentiment, real trust markers, and audiences that actually overlap with customers who convert.

Forget follower counts. Data is showing us something wild: a niche skincare creator with a tight-knit community can drive more sales than a household name. (And it’s not even close.)

At CreatorDB, we track 150+ signals most teams overlook. We spot the undervalued creators before the market does. The result? Campaigns that perform like clockwork: and feel human, too.

Want to stop playing influencer baseball with vibes? Time to go full Moneyball.

5 non-industry truths you won’t hear in a webinar:

1. WiFi drops, noise stops. That’s when real ideas show up: coffee, markers, actual thinking. Best calls happen in the disconnect.

2. Digital burnout? It might be your secret sauce. Fried minds cook up wild creativity. If your team’s tired, surprise: you’re ready for a breakthrough.

3. Marketing flops? Goldmines. Every campaign disaster sparks your next big win. I analyze my OOPS for the YES.

4. Not all metrics matter. Some numbers are rocks, others are golden eggs. Which stat should we all ignore?

5. Hunting ‘authentic’ creators creates clones. Real personality pops because it’s *weird*. Are you letting your brand’s odd side shine?

Drop a like if you want more non-industry brainwaves.

Why the best business decisions happen when the WiFi goes out

Press pause. Reset the scoreboard. Forget the numbers, dashboards, and Mondays that shouldn’t be Mondays. 

Thanksgiving lands different every year: but the magic stays the same: a quick gut-check reminding us what (and who) matters most. 

Here’s the thing: work, life, breakthroughs, late nights: it’s all just noise until you get a moment to appreciate the humans who make every day worth it. 

So, from our little orbit to yours, here’s wishing you a day stacked with gratitude, big laughs, and that second slice of pie nobody admits to pre-planning. 

Happy Thanksgiving. May your leftovers last and your coffee never run out.

Ever chased an “authentic” creator: only to watch your campaign tank?

Here’s the twist: “authenticity” is the influencer marketing world’s favorite myth. (We’ve all nodded along while someone told us “their audience trusts them!”)

But trust isn’t a vibe: it's a quantifiable signal. At CreatorDB we track 150+ creator signals (think: engagement consistency, audience overlap, even how sentiment correlates with purchase behavior). And we’ve seen it over and over: Creators who *seem* real can still drive zero impact, while low-key, data-backed creators quietly generate outsized ROI.

If your team’s picking talent based on gut: or worse, follower count: your blind spot isn’t budget. It’s belief.

Want influencer marketing that feels human but delivers real conversions? Stop guessing. Start with data.

Your next top creator might not be the most “authentic”… just the most predictive.

Most reporting meetings are just a metric parade -and half the floats shouldn’t even be on the road.

Ever notice how everything gets treated as equally important?
It’s like obsessing over both your shoe size and your blood pressure before running a marathon.
Sure, they’re technically metrics… but only one determines whether you’ll actually finish the race.

Here’s the kicker:
When you treat every stat like gospel, you end up making decisions that are… painfully average. Not strategic. Not inspired.

I’ve watched teams panic over a tiny “engagement dip” while completely missing a surge in repeat buyers.
Or celebrate a viral spike that looks pretty on a dashboard but does absolutely nothing for revenue.

What if you stripped out the noise and doubled down on the handful of metrics that actually move your needle?

More signal. Less static.
Less activity. More impact.

Not all metrics deserve equal airtime.
Honestly… most don’t deserve airtime at all.

Is it just me, or does social engagement feel... exhausted?

Audience signal patterns are breaking the fourth wall for us:
- Genuine excitement spikes reveal themselves in messy, erratic graphs.
- Fatigue? Looks like clockwork: predictable, lukewarm, transactional.

Here’s the twist: When energy drains, so does brand momentum. Silent contracts, noisy indifference.

We ran the numbers: high “engagement consistency” doesn’t mean high impact. It might mean obligation, not obsession. Want real advocacy? Find the signals of unpredictable joy, not just scheduled delivery.

If you’re optimizing for attention, you’re already late. It’s time to predict passion before it vanishes.

Great partnerships run on real enthusiasm, not just empty calories.

Let’s talk about how data can catch the difference( before your next launch hits snooze.)

The battle for attention online? More intense than the fight over turkey leftovers in your family group chat. 

Right now, creators are elbowing their way into the feed, bumping trends, and serving up more hot takes than Aunt Linda’s gravy recipe. 

Here’s the real flex: the ones who win aren’t shouting the loudest: they’re connecting when it actually matters (bonus points if they don’t ghost you after Black Friday). 

If your brand’s influencer strategy feels like a scramble for scraps, it’s time to get smarter about who: and how: you partner. Data beats drama, every time.

Pass the stuffing, and let’s stop treating attention like it’s about to run out.

Digital burnout isn’t always a warning sign -sometimes it’s the launchpad.

We talk about burnout like it’s the enemy.
But here’s the twist: some of the smartest ideas I’ve seen come right after someone hits the wall.

When your brain is fried, overstimulated, and done pretending to care about yet another “urgent” ping… something interesting happens:
Boredom sneaks in.
And boredom is where the strange, clever, unexpected solutions finally have space to show up.

It’s not a glitch.
Sometimes it’s the upgrade.

Let your team breathe.
Let them get bored.
Let the mental tabs close.

You might be surprised what ideas crawl out of the quiet.

Feed overflowing with Black Friday deals? Same. 

The influencer economy this week: stuffing our screens with more #spon than a Thanksgiving table with carbs. Everyone’s shilling, nobody’s skipping dessert : and buyers are left sorting through stuffers to find something worth a bite.

But here’s the twist: just like that third helping of turkey, not all influencer campaigns leave you satisfied. In a world jammed with options, what actually converts isn’t always the loudest, flashiest, or (dare we admit) most festive. 

So while your turkey and your feed are both getting stuffed, remember: savvy brands track real buying signals, not just vanity metrics. 

May your ROI be juicier than your leftovers.

Black Friday isn’t just about deals: it's the year’s biggest trust test for creators. 

Here’s the kicker: The best campaigns aren’t built on cheap clicks or racing discounts, but on creators who know how to move culture (and shopping carts) in real time. 

Marketing trends? Influencer spend is still *surging,* but brands aren’t chasing reach: they’re chasing conversion, credibility, and the creator-audience bond.

The influencer economy is loud, messy, and a little unpredictable. That’s power, if you know how to play it. So don’t just buy impressions. Use creators who can make your brand the reason someone clicks “checkout” today, and still remembers you tomorrow.

This Black Friday, let’s stop hunting for attention and start investing in authentic influence. Because that’s the ROI that lasts past midnight.

Picture this: Beauty brand lands their “dream” creator. Huge following, killer engagement… but then the analytics hit. Turns out, 90% of the audience? Teenage gamers who only wear lipstick as a meme. 

This is what happens when brands test for vibes, not for real audience signals. 

Stuff like age, interests, even posting velocity ,  all the hidden data points that say, “Hey, maybe this isn’t your tribe after all.”

Too many teams chase the shiniest profiles instead of asking, who’s *actually* watching? And buying?

Perfect creator, wrong crowd. Classic rookie move. 

Next time: let data be the gatekeeper, not just the hype.

Perfect creator, wrong crowd: Beauty brand's rude awakening

Creator or influencer? Hot take: the debate is outdated.

Here’s the real test: Not their label, but their impact. Can they drive real results, or just rack up likes? Can they move your audience to action, not just double-tap and scroll?

The best brands aren’t obsessing over job titles: they’re tracking paths to actual ROI. Authenticity, trust markers, repeatable impact. That’s the signal buried under all the noise.

Let’s stop splitting hairs and start measuring what matters. Because conversions don’t care about semantics.

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Pranav Piyush

Nirav Chatterji 🔜 VidSummit

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taplio

The Battle

Pranav Piyush

Nirav Chatterji 🔜 VidSummit

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Nirav Chatterji 🔜 VidSummit's LinkedIn Performance

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Performance ScoreNirav Chatterji 🔜 VidSummit's LinkedIn Performance