What Is Causal Measurement in Marketing? Experiments, Calibration, and How to Estimate What Marketing Actually Caused
Causal measurement in marketing estimates the actual effect caused by marketing, often called incrementality, rather than the effect it appears to have based on which touchpoints get credit. It compares real-world results with a counterfactual estimate of what would have happened without the marketing intervention, isolating incremental impact from existing demand. Because that counterfactual can […]
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Fast MMM vs Accurate MMM: Why You Should Not Have to Choose
Learn how LiftLab helps CPG and DTC marketers improve marketing modeling accuracy with validated predictions and experiment-calibrated refreshes.
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How to Build a 2027 Marketing Budget Your CFO Will Actually Approve
CFOs don’t cut budgets. They cut unconvincing proposals. Build a framework for marketing budget planning that survives finance scrutiny.
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Six Signs Your Marketing Mix Model Is Undervaluing Brand Advertising (And What to Do About Each One)
Most Marketing Mix Models do an excellent job of measuring short-term performance. The problem is that brand advertising continues creating value long after a campaign ends, and much of that value never appears in standard models. If your marketing mix model consistently favors performance channels while customer acquisition costs rise or branded demand weakens, your […]
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The Long-Term Multiplier Explained: What It Is, How It Works, and Why Most Brands Have Never Calculated Theirs
Learn why standard MMM understates advertising value and how LiftLab measures long-term advertising performance.
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Why CFO’s Cuts Brand Advertising Budget (And the Evidence That Changes the Conversation)
Learn why CFOs cut brand advertising budgets and how LiftLab helps you prove long-term brand ROI with brand equity NPV and scenario planning.
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How Quicken Achieved a 19% Revenue Lift with Forecast-Led MMM Planning
Discover how Quicken used forecast-led planning to justify an aggressive year-end budget increase and deliver a 19% revenue lift while holding iROAS steady. Business Challenge Quicken faced the challenge of justifying a significant year-end increase in its marketing budget without a data-driven forecast to support it internally. In late 2023, a competitor’s exit provided a […]
How Trade Promotions Inflate Media ROAS And How to Separate the Two Effects
Trade Promotions Are Inflating Your Media ROAS. Here’s How to Separate the Two Effects and Stop Making Budget Decisions on a False Signal.
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The Marketing Measurement Maturity Model: How Challenger CPG Brands Build a Marketing Science Function Without a Legacy Budget
Most challenger CPG brands are stuck in the Attribution Era. Discover LiftLab’s four-stage marketing measurement maturity model for lean CPG analytics teams.
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