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 […]
Embracing Marketing Mix Modeling’s Even Smarter Future
A Conversation with LiftLab’s newest Advisor, Professor Koen Pauwels 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, […]
Forecasting a Better Future: Why Curves, Transparency, and Trust Matter
by John Wallace July 19, 2023 “Because of our confidence in the model and the experiments, we have become the trusted conduit for optimizing marketing spend across the organization. “ – Devin Griswold, THRIVE I want to tip my hat to Devin Griswold at Thrive – the relationship between optimizing growth and trusted analytics is […]
Optimizing Performance & Customer Acquisition Costs: Thrive Market’s Journey to Success
A Thrive Market Case Study to Maximize ROI with LiftLab by John Wallace June 27, 2023 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 […]
Defining Marketing Effectiveness: A Game Changer for Growing Revenue and Profit – Part II
by John Wallace June 23, 2023 Last week, I used a marketing term in my blog post – Marketing Effectiveness. It might sound a bit general and vague, so it’s worth taking a few minutes to understand why we are using it and what we mean by it. We are at a point where we […]
Redefining Spend with Predictive Marketing Analytics: The LiftLab
June 15, 2023 by John Wallace, CEO LiftLab Unless you are among the dozens of marquee brands working directly with us, you probably haven’t heard from us for a while. That changes today. LiftLab was founded on the premise that marketing measurement was broken. Our customers needed more reliable, predictive insights to grow revenue and […]
Media Measurement Revisited with John Wallace and the team from the Analyst Power Hour
August 2022 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 […]
What’s Your Digital Media Marketing Learning Agenda?
Growing Confidence in Paid Media Performance 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 […]
LiftLab Announces Funding
Yes, we are funded. 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. For Bala, Mike, and I, the decision to raise capital for LiftLab was an easy one. While we had successfully bootstrapped our […]
