Latest From Sushant Ajmani
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...
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How Challenger CPG Brands Build a Measurement System That Outperforms Legacy Competition
DTC-born CPG brands rely on five metrics that systematically overstate performance. As they expand to retail, the measurement gap compounds, and most teams misdiagnose the crisis as a media problem. This playbook sets out the closed-loop architecture that permanently closes the gap, from the first geo experiment to a fully compoundin.
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From Measurement to Budget Decisions Your CFO Will Approve
Most measurement systems stop at the insight. This playbook shows CMOs and CFOs how to integrate Agile MMM, incrementality testing, and budget planning into a single system that turns media data into defensible capital allocation decisions.
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Six Signs Your Marketing Mix Model Is Undervaluing Brand Advertising (And What to Do About Each One)
Most Marketing Mix Models do an excellent job of measuring short-term performance. The problem is that brand advertising continues creating value long after a campaign ends, and much of that value never appears in standard models. If your marketing mix model consistently favors performance channels while customer acquisition costs rise or branded demand weakens, your […]
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The Long-Term Multiplier Explained: What It Is, How It Works, and Why Most Brands Have Never Calculated Theirs
Learn why standard MMM understates advertising value and how LiftLab measures long-term advertising performance.
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Why CFO Cuts Brand Advertising Budget (And the Evidence That Changes the Conversation)
Learn why CFOs cut brand advertising budgets and how LiftLab helps you prove long-term brand ROI with brand equity NPV and scenario planning.
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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.