Experimentation

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

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

4 min read

Embracing Marketing Mix Modeling’s Even Smarter Future

One of the world’s leading experts in Marketing Mix Modeling (MMM), Professor Koen Pauwels is a testament to the versatility of the field. His work spans three continents and has brought him into affiliation with brands as varied as Amazon, Heinz, Kayak, Kraft, Marks & Spencer, Microsoft, Nissan, Sony, Tetrapak, and Unilever.

Blog

2 min read

Forecasting a Better Future: Why Curves, Transparency, and Trust Matter

I want to tip my hat to Devin Griswold at Thrive – the relationship between optimizing growth and trusted analytics is critical. The most common message we hear from marketers is that while they have access to loads of performance data, they lack trust in using it to forecast and optimize performance. Making great decisions with confidence requires highly relevant, trusted data.

Blog

1 min read

Optimizing Performance & Customer Acquisition Costs: Thrive Market’s Journey to Success

We are thrilled to be working with the marketing team at Thrive Market, a health-first membership for conscious living, that has been at the forefront of media performance optimization and optimizing customer acquisition costs without exceeding their customers’ lifetime value.

Blog

4 min read

Defining Marketing Effectiveness: A Game Changer for Growing Revenue and Profit – Part II

As someone who has spent their career measuring things, including campaigns, product recalls, credit card transactions, and caller sentiment in call centers, I have fine-tuned my beliefs on measuring marketing for brands like Williams-Sonoma, Visa, and Apple.

Blog

2 min read

Redefining Spend with Predictive Marketing Analytics: The LiftLab

LiftLab was founded on the premise that marketing measurement was broken. Our customers needed more reliable, predictive insights to grow revenue and profit, and they wanted it delivered as a SaaS product. We met that need and call it the LiftLab Marketing Effectiveness Platform.

Blog

1 min read

Media Measurement Revisited with John Wallace and the team from the Analyst Power Hour

Recently our CEO, John Wallace had a ‘sit-down’ with the great talents – Moe Kiss, Michael Helbing, and Tim Wilson – from the Analyst Power Hour podcast to discuss multi-touch attribution, media mix modeling, and matched market testing. A range of entertaining topics, from experimentation to diminishing return curves, will leave you informed and amused. Thanks for tuning in!

Blog

3 min read

What’s Your Digital Media Marketing Learning Agenda?

Bala, Mike and I have met with nearly 100 brands in the last 18 months and can confirm that if you’re confused about paid media performance, you’re not alone. Most of you are reading this while finalizing holiday campaigns and negotiating with Finance for your 2020 budget. It’s a safe bet that Finance is asking hard questions about media performance. Providing clear answers remains difficult for everyone we have spoken with. Spoiler alert – there is no silver bullet or magic potion on the way.

Blog

2 min read

LiftLab Announces Funding

I am excited today to announce that LiftLab closed a seed round led by Cowboy Ventures with participation from Array Ventures, MathCapital, and an amazing group of angel investors.