LiftLab is celebrating a transformative 2024 marked by customer growth, strategic team expansions, groundbreaking product innovations, and industry accolades.
Unprecedented Growth in Customers and Partnerships
LiftLab achieved a remarkable increase in its customer base this year, alongside continued stength in renewals, further cementing its position as a trusted partner for world-class brands. New partnerships include names like Backcountry, Quicken, GoodMorning, and Smith Optical, showcasing the platform’s unparalleled ability to deliver actionable insights for smarter marketing decisions. LiftLab also announced this year its integration and partnership with Snowflake. This latest integration for LiftLab lets Snowflake customers get best-in-class MMM and Media Experimentation up and running faster than ever, so clients can supercharge incremental revenue for their company.
“Our success is driven by our customers’ belief in LiftLab’s ability to transform data into real-world results,” said John Wallace CEO of LiftLab. “These partnerships inspire us to keep innovating and pushing the boundaries of marketing analytics measurement.”
Investing in Talent to Accelerate Growth
To support its growing customer base, LiftLab expanded its team in 2024, bringing in top-tier talent across engineering, growth, marketing, and customer success.
Notable additions include Dr. Dirk Beyer, who joined as Chief Data Scientist. With over 25 years of deep expertise in data science. Dirk leads LiftLab’s algorithm development, experimentation strategies, and guide modeling and marketing science teams. Dr. Beyer, a PhD in Operations Research and past leadership roles at Neustar, Uber, and DoorDash, Dirk’s been an advisor since October 2023. SaaS and customer success expertise, Nehal is leading LiftLab’s client-centric strategies and scaling its operations. Lars Feely also joined to spearhead strategic partnerships, focusing on collaborations with large marketing and advertising agencies, including one being announced in January. These strategic hires are driving LiftLab’s ability to create impactful solutions for its clients.
“Building the right team is critical to our vision,” said Wallace. “Dirk and Lars bring deep expertise and leadership that position us for long-term success.”
Driving Innovation Through Cutting-Edge Product Enhancements
LiftLab introduced product updates in 2024, empowering marketers with advanced tools for more precise, unbiased insights into media spend and effectiveness. Key innovations include: Agile Marketing Mix Modeling for real-time strategy optimization and Enhanced Data Integration for seamless insights across platforms.
“Our mission is to equip marketers with the tools to make smarter decisions, faster,” said Bala Kandula, Chief Product Officer. “These enhancements demonstrate our commitment to staying ahead of the curve in marketing technology.”
Recognized as an Industry Leader
LiftLab’s innovative approach has not gone unnoticed. In 2024, the company received several awards, including:
- Most Pioneering Marketing Measurement Solution at the 2024 Developer Awards.
- Best Science-Powered Marketing Software Company from Acquisition International’s Global Excellence Awards.
- Deloitte Tech Fast500
- Global Tech Award for Excellence in Marketing Technology (MarTech).
- Shortlisted for the DigiDay Technology Award for Best Attribution Tool.
Looking Ahead to 2025 and Beyond

With its momentum in 2024, LiftLab is poised for an exciting future. The company plans to expand its global footprint, deepen its platform capabilities, and continue driving innovation in marketing analytics.
“Our journey is just beginning,” said Wallace. “We are committed to empowering businesses worldwide with the insights they need to succeed.”