Latest From Sushant Ajmani
How to Evaluate AI Agents for Marketing Measurement: A Buyer’s Checklist
The story in one line: An AI agent answering measurement questions is only as good as the causal data beneath it and the accountability around it. Evaluate the foundation and the guardrails, not the chat window. What the Demo Won’t Show You You watched demos from three different vendors using three chat windows, that seem […]
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Meta’s Attribution and DMA Changes: What They Mean for Your Geo Lift Testing and MMM
The story in one line: Platform changes change the numbers, not the reality. Know which instrument the change touched, and re-baseline that one, rather than relitigating the whole measurement stack. The Dashboard Moved. Your Marketing Didn’t Your reported return on ad spend moved and your marketing did not. No creative shipped. No budget shifted. No […]
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Best Incrementality Testing Platforms in 2026: How to Actually Compare Them
The best incrementality testing platform depends on how your team tests, makes decisions, and uses evidence afterward. Compare seven areas: methodology fit, statistical rigor, calibration into planning models, activation, service model, finance-readiness, and team support. Then consider decision cadence, data readiness, and analytics maturity. Evaluating shortlisted platforms under consistent conditions gives you a clearer basis […]
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What Is Causal Measurement in Marketing? Experiments, Calibration, and How to Estimate What Marketing Actually Caused
Causal measurement in marketing is a quantitative framework for estimating the actual effect caused by marketing, often called incrementality, rather than the effect it appears to have based on which touchpoints get credit. It compares real-world results with a counterfactual estimate of what would have happened without the marketing intervention, isolating incremental impact from existing […]
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Fast MMM vs Accurate MMM: Why You Should Not Have to Choose
Learn how LiftLab helps CPG and DTC marketers improve marketing modeling accuracy with validated predictions and experiment-calibrated refreshes.
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How to Build a 2027 Marketing Budget Your CFO Will Actually Approve
CFOs don’t cut budgets. They cut unconvincing proposals. Build a framework for marketing budget planning that survives finance scrutiny.
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Sushant Ajmani is VP of Product Marketing at 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.
With 25+ years of experience across digital analytics, product strategy, business consulting, pre-sales, and go-to-market leadership, Sushant brings a practitioner’s view to the intersection of marketing science, commercial strategy, and business decision-making. He has worked across global markets with enterprises seeking to improve how they measure media effectiveness, optimize marketing investments, and translate complex analytics into decisions leaders can trust.
At LiftLab, Sushant focuses on product marketing, positioning, GTM strategy, sales enablement, and thought leadership. His writing explores the evolving role of MMM, incrementality testing, full-funnel measurement, AI in marketing analytics, and the practical challenges CMOs, CFOs, agencies, and growth teams face when aligning measurement with business outcomes.
Sushant’s core belief is simple: marketing measurement should not just explain what happened; it should help leaders decide what to do next. His work emphasizes clarity over complexity, accountability over vanity metrics, and measurement systems that balance short-term performance with long-term brand growth.
Expertise
- AI in Marketing Analytics
- Analytics Storytelling
- Causal Measurement
- CPG Marketing
- Full-Funnel Marketing Measurement
- Incrementality Testing
- Marketing Mix Modeling
- Marketing ROI
- Omnichannel Retail
- GTM Strategy
- Product Marketing
- Sales Enablement
Sushant Writes About
Sushant’s articles focus on helping marketing and business leaders understand how to make better investment decisions using modern measurement systems. His key topics include MMM, incrementality testing, geo experiments, media effectiveness, full-funnel planning, budget optimization, AI-assisted marketing analytics, and the gap between platform-reported performance and true business impact.