The Dirty Little Secret of Marketing Mix Models: Not All Models Are Objectively True
Assess How Data-Driven Your Recommendations Really Are By Jon Lorenzini, Vice President of Marketing Science and Product Marketing 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, […]
Embracing Marketing Mix Modeling’s Even Smarter Future
A Conversation with LiftLab’s newest Advisor, Professor Koen Pauwels 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, […]
Navigating Marketing Data Integration: Avoiding the Bermuda “Triangulation” Trap
by Jon Lorenzini, December 5, 2023 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.” The concept of triangulation in marketing analytics It’s a nice visual and is useful for […]
Measuring The Impact of Influencer Marketing Through Customer Insights
by Carly Sharma, Marketing and Data Science Analyst, LiftLab November 2, 2023 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 […]
How Kim Kardashians’ SKIMS Brand Optimized TikTok Ad Spend Using LiftLab
We are excited to share the SKIMs brand customer success story, especially when they boldly experiment in new channels like TikTok. Here’s an example of one of the TikTok ad campaign experiments they ran in LiftLab: They knew that they could be understating the performance of TikTok. So they tested it out. When they quantified […]
The Synergy of Testing and Marketing Mix Model (MMM) in Measurement
LiftLab recently sat down with Jim Gianoglio and the @MMMHub team to discuss a crucial aspect of modern marketing strategies: Marketing Mix Modeling (MMM) and testing. Together, these methods form a powerful combination for measuring marketing effectiveness, providing marketers with a data-driven edge for optimizing their efforts. Watch the Full Episode Here. The Power of […]
How to Enhance the Quality of Your Media Signals
The signals you need to get in your ad platforms are: when I spend, what’s the impact of the price of the media, and what is the saturation, plateau, or fatigue of that media? At LiftLab, we’ve developed two methods to address this: 1. Agile Mix Model We’ve pioneered this model. It involves examining all […]
The Art and Science of Marketing Performance: Getting Transparent About Measurement
by Jon Lorenzini July 27, 2023 All measurement solutions have a dirty little secret, and it lies in the reconciliation between data and reality. Here are some common examples: The Intersection of Art and Science in Marketing Measurement These treatments aren’t wrong or bad, but the issue is whether this data massaging is transparent to […]
Forecasting a Better Future: Why Curves, Transparency, and Trust Matter
by John Wallace July 19, 2023 “Because of our confidence in the model and the experiments, we have become the trusted conduit for optimizing marketing spend across the organization. “ – Devin Griswold, THRIVE I want to tip my hat to Devin Griswold at Thrive – the relationship between optimizing growth and trusted analytics is […]
Optimizing Performance & Customer Acquisition Costs: Thrive Market’s Journey to Success
A Thrive Market Case Study to Maximize ROI with LiftLab by John Wallace June 27, 2023 We are thrilled to be working with the marketing team at Thrive Market, a health-first membership for conscious living, that has been at the forefront of media performance optimization and optimizing customer acquisition costs without exceeding their customers’ lifetime […]