Latest From John Wallace
How to Put a Financial Number on Your Brand Investment Before the Next Budget Review...
Most MMMs capture only 30–50% of total advertising value. As brand budgets face tighter CFO scrutiny, the measurement gap quietly accelerates CAC while dashboards show green...
Download the Whitepaper →
How PlatformSense Ends the Speed-vs-Rigor Trade-off
Real-time dashboards are fast but unreliable. Quarterly MMMs are rigorous but arrive too late. This whitepaper explains how PlatformSense delivers daily MMM intelligence without sacrificing the econometric foundation your CFO demands.
Download the Whitepaper →About
John Wallace is the Co-Founder and CEO of LiftLab, a Full-funnel MMM and Incrementality Testing platform helping omnichannel, D2C/eCommerce, and new-age CPG brands make smarter planning and investment decisions through Marketing Mix Modeling, Incrementality Testing, and Causal Measurement. At LiftLab, John focuses on company strategy, executive positioning, and thought leadership aimed at CMOs and CFOs who need to defend budget decisions with more than gut instinct.
John's path to LiftLab began in 2003, when he bootstrapped a multi-touch attribution firm that became DataSong, helping major retail brands optimize millions of dollars in marketing spend before its merger into MarketShare. Drawing on those lessons, John co-founded LiftLab in 2018 to build a measurement system centered on experimentation rather than modelling alone, pairing causal testing with econometric rigor to give marketers answers, not just estimates.
John's core belief is that marketing measurement exists to answer one question: what should we do with the next dollar? His work emphasizes disciplined, causal decision-making over dashboard-driven guesswork, and building measurement systems that CFOs and CMOs can actually align around. His writing explores marginal ROI, the limits of average ROAS as a decision metric, and how measurement systems should evolve as businesses scale.
Expertise
- Incrementality Testing
- Marketing Mix Modeling
- Omnichannel Retail
- Budget Optimization
- Causal Measurement
- CPG Marketing
- Executive Alignment on Measurement
- Full-Funnel Marketing Measurement
- Growth Strategy
- Marginal ROI
- Marketing Analytics Entrepreneurship
- Marketing ROI
John Writes About
John's articles focus on helping CMOs, CFOs, and growth leaders make confident budget decisions using causal measurement. His key topics include marginal ROI, the pitfalls of average ROAS, executive buy-in for marketing measurement, full-funnel planning, and building measurement systems that hold up under real budget pressure.