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The Benefits of Combining Marketing Mix Model and Incrementality Testing

About six months ago, I jumped from an exciting agency-side career to join the Marketing Science team here at LiftLab. It’s a shift I’ve benefitted from for several reasons – not the least of which is because of how much I’ve learned. To be clear, I encountered incredible levels of knowledge and sophistication in the agency world every day, from peers to […]

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 […]

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 […]

Shoptalk Las Vegas 24 Key Takeaways

Shoptalk Spring, the biggest retail event of the year, just happened and wow. It was full of thousands of changemakers ready to innovate, transform, and create the future of retail. The sessions and attendees made us even more excited to attend Shoptalk Fall in Chicago later this year. As we reflect on the sessions and […]

A Visionary Leader in the Tech Space: Nitin Kumar

 In today’s rapidly evolving technological landscape, leaders like Nitin Kumar, the visionary Chief Technology Officer here at LiftLab, stand at the forefront of innovation. Unsurprisingly, has been named among 10 Best Tech Leaders in India 2024 by TradeFlock. Nitin shares his journey, his insights on driving technological advancements, harnessing AI and ML, and shaping the […]

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 […]

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 […]

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 […]