Analytics

Q4 2024

EPISODE 10

CYE Episode #10

Join John Wallace, Co-Founder & CEO, Jon Lorenzini, VP of Marketing Science, and a special guest for our next CYE episode.

Blog

2 min read

Maximizing Marketing Effectiveness with the Association of National Advertisers

Founded over 100 years ago, ANA stands as the voice of the advertising community and the US advertising industry’s oldest and largest trade association. Driving growth for marketing professionals, brands and businesses, and the industry for the benefit of humanity.

Blog

5 min read

What Drove That Sales Spike: The Season, the Promotion, or the Ad?

Two ways to tease out the impact of advertising versus seasonality or promotions.

Blog

3 min read

To See Why Last-Click Doesn’t Work, Try My Pizza

A thought experiment explaining the crucial importance of establishing a baseline.

Blog

2 min read

Set Your Measurement Right for Revenue Forecasting

Learn how to accurately forecast revenue by measuring diminishing returns and considering the full marketing funnel. These strategies will help you make data-driven decisions and prove marketing’s impact on revenue.

Blog

2 min read

Elevating Marketing Effectiveness & Measurement with the Advertising Research Foundation

Founded over 85 years ago, ARF stands as a beacon of excellence in the advertising and marketing research landscape. It serves as a hub for industry professionals, thought leaders, and researchers to collaborate, share insights, and pioneer groundbreaking methodologies.

Blog

3 min read

Weighing that hot new marketing channel? Read this first.

In 2023, Meta introduced AR ads on Instagram Reels, Lyft introduced in-app ads, and the New York City transit authority feted programmatic ad buys for their OOH inventory. With new ad outlets already on the horizon for 2024 (how many brands will be launching a BeReal influencer strategy), one thing is certain: to succeed in marketing today, brands need to be strategic about if, and how, they invest in the latest channels.

Blog

2 min read

PE Giant L Catterton Selects LiftLab as its Marquee Marketing Effectiveness Partner

The firm, which has made more than 250 investments in leading consumer brands across all segments of the consumer industry since its start, currently represents approximately $34B billion in assets under management–a true leader in shaping the future of the consumer brand landscape. To have been selected as a partner in its mission is an enormous honor.

Blog

4 min read

Marketing Benchmarks are Worse Than Average

To understand the problem with marketing benchmarks, consider a company like SKIMS. A disruptor brand in the women’s shapewear space, SKIMS caters to women along a wide array of body shapes and skin tones – providing “solutions for everybody” that other shapewear brands overlook.

Blog

4 min read

The Dirty Little Secret of Marketing Mix Models: Not All Models Are Objectively True

Recently, a CMO colleague shared a story about a marketing mix model. The data science team presented her with a model and spend recommendations, but intuitively, she felt some numbers just didn’t make sense. Not to worry, the lead modeler assured her – and proceeded to make changes to fit the CMO’s worldview.

Blog

2 min read

Navigating Marketing Data Integration: Avoiding the Bermuda “Triangulation” Trap

Keeping with the pop culture theme of “Kleven” from my last post, a topic that has been swirling around the measurement space is “triangulation” which reminds me of Silicon Valley’s “Conjoined Triangles of Success.”