Performance marketing

EPISODE 10

Crafting Paid Media Gems: Insights from Pandora’s Kasper Klit

We invited Kasper Klit, Global Director of Paid Media at Pandora Jewelry to our Curve Your Enthusiasm episode.

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

2 min read

PE Giant L Catterton Selects LiftLab as its Marquee Marketing Effectiveness Partner

The firm, which has made more than 250 investments in leading consumer brands across all segments of the consumer industry since its start, currently represents approximately $34B billion in assets under management–a true leader in shaping the future of the consumer brand landscape. To have been selected as a partner in its mission is an enormous honor.

Blog

4 min read

The Dirty Little Secret of Marketing Mix Models: Not All Models Are Objectively True

Recently, a CMO colleague shared a story about a marketing mix model. The data science team presented her with a model and spend recommendations, but intuitively, she felt some numbers just didn’t make sense. Not to worry, the lead modeler assured her – and proceeded to make changes to fit the CMO’s worldview.

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

Navigating Marketing Data Integration: Avoiding the Bermuda “Triangulation” Trap

Keeping with the pop culture theme of “Kleven” from my last post, a topic that has been swirling around the measurement space is “triangulation” which reminds me of Silicon Valley’s “Conjoined Triangles of Success.”

Blog

4 min read

Measuring The Impact of Influencer Marketing Through Customer Insights

Recently, we hosted our 2023 Customer Summit, where we had the opportunity to engage with our customers on several topics—one of the standout moments focused on the important topic of Influencer Marketing and how to measure its impact. Every marketing organization we spoke with was trying to assess this.

Blog

1 min read

How Kim Kardashians’ SKIMS Brand Optimized TikTok Ad Spend Using LiftLab

We are always excited to share our customers’ success, especially when they boldly experiment in new channels like TikTok. Here’s an example of one of the experiments they ran in LiftLab: They knew that they could be understating the performance of TikTok. So they tested it out.

Blog

1 min read

The Synergy of Testing and Marketing Mix Model (MMM) in Measurement

A few months back, I had the privilege of chatting with Jim Gianoglio and the @MMMHub. I wanted to repost the episode as it captures our approach to marketing effectiveness and where LiftLab will open up marketing measurement for greater transparency and trust. If your North Star is diminishing returns, revenue, and marketing’s contribution to profit, you should jump on this train.

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

The Art and Science of Marketing Performance: Getting Transparent About Measurement

These treatments aren’t wrong or bad, but the issue is whether this data massaging is transparent to the business. Statisticians or modelers may make these adjustments without market context or clear disclosure, or worse yet, the adjustment is a “kleven.” (a nod to “The Office” fans out there.) None of this bodes well for trust in measurement solutions.