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

When you’re evaluating the true impact of advertising, you need to be sure you measure and model the impact of your ads, and the ads alone. To see how this could be a complicated feat to pull off, look no further than two of the biggest non-advertising factors in conversions: seasonality and promotions. For instance, if your sales spike this June, should […]

Examining Last Click Attribution & High Funnel Measurement

Often, marketers overestimate the impact of their lowest-funnel channels – giving outsized credit to “last-click” or “last touch” outlets that are easiest to measure, and overlooking the real impact of higher-funnel, harder-to measure channels at the same time. To help marketers think beyond this error, I’d like to present a framework for a holistic, whole-funnel approach for […]

Set Your Measurement Right for Revenue Forecasting

Yes, you can ace the “How can we hit this number?” question.  One of the trickiest questions that marketers face from the CFO is whether Marketing can deliver a specific revenue target – and what the paid media breakdown looks like to get there. Answer that right, and you help prove the effectiveness of the marketing program overall, boosting […]

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.  Shaping the Future of Measuring Marketing Effectiveness We are thrilled to announce our recent membership with […]

Weighing in on New Marketing Channels and What To Consider Before Diving In

Be wary of analytics, and experiment wisely: five ways to ensure ROI in up-and-coming outlets.  New Marketing Channels Are Always Popping Up  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 […]

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

Selection based on real-world impact with multiple L Catterton Brands, followed by exhaustive expert diligence.  As a company built on objective measurement, we judge our worth based on what others say – not what we think of ourselves. It’s precisely for this reason that we’re so honored to have been selected as a marquee best practice […]

Marketing Benchmarks are Worse Than Average

Benchmarks guide brands to “Keep up with the Joneses”–and that makes for a bad marketing strategy.  By Jon Lorenzini, Vice-President of Marketing Science and Product Marketing. 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 […]

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

Assess How Data-Driven Your Recommendations Really Are   By Jon Lorenzini, Vice President of Marketing Science and Product Marketing 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, […]

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

by Jon Lorenzini, December 5, 2023 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.” The concept of triangulation in marketing analytics It’s a nice visual and is useful for […]