Expert

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

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

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

2 min read

Welcoming New Data Science Leadership to LiftLab

We’re thrilled to welcome Dr. Dirk Beyer as our new Chief Data Scientist. With a PhD in Operations Research and leadership roles at Neustar, Uber, and DoorDash, Dirk brings deep expertise in data science. In this role, Dirk will lead our algorithm development, experimentation strategies, and guide our modeling and marketing science teams. He’s been an advisor since October 2023 and fully understands LiftLab’s innovative approach.

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

How to Enhance the Quality of Your Media Signals

These are often known as randomized controlled trials. In our case, they are geo-based tests or, more specifically, match market tests. It doesn’t imply picking one market versus another. You have to choose a basket of markets in one and a basket of markets in another. We have algorithms to do that.

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.