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Measurement

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.

How Liftlab Plans to Maximize Marketing Effectiveness Through the Association of National Advertisers Partnership

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.

Agencies: Here’s Why It’s Better to Unify MMM and Incrementality Testing

Workflow efficiency gains and sharper insights await. Read why in the first article of our new agency-focused series.

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

Two ways to tease out the impact of advertising versus seasonality or promotions.

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.

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.

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 future of marketing effectiveness.

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.

Weighing that hot new marketing channel? Read this first.

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 the horizon for 2024 (how many brands will be launching a BeReal influencer strategy), one thing is certain: to succeed in marketing today, brands need to be strategic about if, and how, they invest in the latest channels. 

Marketing Benchmarks are Worse Than Average

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 and skin tones – providing “solutions for everybody” that other shapewear brands overlook.

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.