Maximizing Marketing Effectiveness with the Association of National Advertisers
We’re thrilled to announce that LiftLab is now a proud member of the Association of National Advertising (ANA), joining its prestigious network of industry leaders. For over a century, ANA has been a driving force in the advertising and marketing research world, fostering collaboration, innovation, and excellence across industries. By adding ANA to our growing […]
LiftLab Expands with Lars Feely: The Man Behind Our Agency Partnerships
Our new VP of Agency Partnerships, Lars Feely, sat down with us to talk about his background and what he sees for the future of working with agencies at LiftLab. Lars Feely is a veteran of the media buying industry having spent more than 20 years on all sides of the business. Starting his career […]
Changing the Conversation between Marketing and Finance: The Six Pillars to a Better Investment Review
Whether it’s quarterly, monthly, or even every week, your investment review is a crucial opportunity to prove your marketing program’s value. It’s also a check-in you don’t want to waste. After all, it’s good to have Finance in your corner. Consider: per the latest Deloitte / Duke CMO Survey, over 40% of CMOs whose companies achieved below-market growth pointed to […]
“Steal from the Poor, Give to the Rich”: Using Diminishing Returns as Your ROI Superpower
Test your marketing smarts with this one-question quiz: The brand’s Finance team has just approved an additional $10,000 to spend on an ongoing campaign. Last month – the month of the campaign’s launch – the brand saw a very high 7:1 ROI on TikTok, making it far and away the highest-return channel in the campaign’s media mix. A smart […]
Agencies: Here’s Why It’s Better to Unify MMM 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 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 mentors […]
Fast-Track Your Return on Media Spend with LiftLab and Put Your Snowflake Marketing Data Cloud to Work
LiftLab customers already know the value the LiftLab Marketing Effectiveness System provides by bringing company revenue and media spend data together to maximize growth and profitability. Our first-to-market, premier approach to combining an Agile Marketing Mix Model with integrated Media Experimentation to forecast critical media spending decisions across tactics, channels, and campaigns for measurement-forward brands like Birkenstock, Cinemark, Tory Burch, and Sephora to LiftLab. Now, we’re pleased […]
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 […]
Now Scenario-Plan and Forecast Even Better With LiftLab
At LiftLab, we know our clients want to go far beyond rear-view-mirror marketing analysis. They turn to us for modeling-plus-experimentation that provides forward-looking, action-oriented insight that guides confident decisions on where to direct media spend with the greatest degree of ROI. That’s why, to support our customers even more, we have rolled out multiple new capabilities within our Forecasting Dashboard, part of […]
To See Why Last-Click Doesn’t Work, Try My Pizza
Often, marketers overestimate the impact of their lowest-funnel channels – giving outsized credit to “last-click” or “last touch” outlets that are easiest to measure, and overlooking the real impact of higher-funnel, harder-to measure channels at the same time. To help marketers think beyond this error, I’d like to present a framework for a holistic, whole-funnel approach for measurement – with […]
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 […]
