Blogs
Practical guidance on planning budgets, proving incrementality, and staying ahead of platform shifts without sacrificing long-term growth.
Blogs
Showing 6 of 34 Blogs
Black Friday Incrementality: How to Separate Real Lift from the Calendar
Black Friday incrementality is the share of peak-season revenue your marketing caused, as opposed to what the calendar would have delivered anyway. Platform dashboards credit media for baseline demand, existing purchase intent, and discount-driven sales. Geo holdout tests separate those by comparing regions with and without spend. This guide covers when to test, how to […]
Read the Article →
Holiday Ad Spend: How to Find Where Returns Start to Fall
Holiday ad spend stops being effective when a channel’s marginal ROAS (the return on the next dollar spent) drops below breakeven. With a 40% contribution margin, breakeven is 2.5x, meaning each new dollar needs to bring in $2.50 in extra revenue to cover its cost. In Q4, higher CPMs, more competition, and audience fatigue can […]
Read the Article →
LiftLab vs. Meta Robyn: Which MMM Is Right for You?
Meta Robyn suits teams that can staff a full MMM practice in-house: data collection, quality control, model design, interpretation, and ongoing maintenance. LiftLab suits teams that would rather hand that work to specialists and plan against a model that is updated regularly, calibrated with experiments, and built for finance-approved budget decisions. Robyn is free software […]
Read the Article →
Is LiftLab Right for Your Enterprise?
LiftLab is designed for enterprise marketers who spend $5 million or more each year on brand and performance media, across sectors such as Omnichannel Retail, D2C and Ecommerce, New-Age CPG, Technology, Financial Services, QSR, and Travel. The system is suitable for teams whose aim is to turn causal measurement into a plan approved by Finance, […]
Read the Article →
Marketing Mix Modeling for QSR Brands: Measuring Promotions, Delivery Apps, and Local Media
The story in one line: QSR is a measurement edge case that quietly breaks generic marketing mix modeling. A national TV dollar builds craving over weeks; a delivery-app promotion dollar harvests hunger the same day. A model built for national e-commerce cannot tell them apart, so it averages both into one coefficient and gets the […]
Read the Article →
Retail Media Measurement for CPG: Measuring Beyond the Retailer Dashboard
Retail media incrementality measures whether advertising generated additional CPG sales beyond the purchases that would have happened anyway, a different question than whether an ad and a sale simply occurred close together. Retailer dashboards answer the second question well; they cannot answer the first, because they were never built to. This guide covers what independent […]
Read the Article →
