Defining Marketing Effectiveness: A Game Changer for Growing Revenue and Profit – Part II
by John Wallace June 23, 2023 Last week, I used a marketing term in my blog post – Marketing Effectiveness. It might sound a bit general and vague, so it’s worth taking a few minutes to understand why we are using it and what we mean by it. We are at a point where we […]
Redefining Spend with Predictive Marketing Analytics: The LiftLab
June 15, 2023 by John Wallace, CEO LiftLab Unless you are among the dozens of marquee brands working directly with us, you probably haven’t heard from us for a while. That changes today. LiftLab was founded on the premise that marketing measurement was broken. Our customers needed more reliable, predictive insights to grow revenue and […]
Media Measurement Revisited with John Wallace and the team from the Analyst Power Hour
August 2022 Recently our CEO, John Wallace had a ‘sit-down’ with the great talents – Moe Kiss, Michael Helbing, and Tim Wilson – from the Analyst Power Hour podcast to discuss multi-touch attribution, media mix modeling, and matched market testing. A range of entertaining topics, from experimentation to diminishing return curves, will leave you informed […]
What’s Your Digital Media Marketing Learning Agenda?
Growing Confidence in Paid Media Performance Bala, Mike and I have met with nearly 100 brands in the last 18 months and can confirm that if you’re confused about paid media performance, you’re not alone. Most of you are reading this while finalizing holiday campaigns and negotiating with Finance for your 2020 budget. It’s a […]
LiftLab Announces Funding
Yes, we are funded. I am excited today to announce that LiftLab closed a seed round led by Cowboy Ventures with participation from Array Ventures, MathCapital, and an amazing group of angel investors. For Bala, Mike, and I, the decision to raise capital for LiftLab was an easy one. While we had successfully bootstrapped our […]
The Average is the Enemy
“We’ve got to use every piece of data and piece of information, and hopefully that will help us be accurate.” -Billy Bean, Oakland A’s GM. In Performance Marketing the average is the enemy. More data is always better, particularly if we can look beyond the average. Take any one of the metrics marketers manage: By definition, these […]
LiftLab Lifts Off
Today, we are opening our doors as LiftLab. Our vision is to make media experimentation easy, radically scaling the number of successful media tests a brand can run. Learning from Multi-Touch Attribution I’ve spent my career measuring things: campaigns, product recalls, credit card transactions, caller sentiment in call centers, etc. In 2013 at DataSong, we […]
