Agile MMM & Incrementality Testing Built for Growth Leaders

Trusted by the Category Leaders Who've Outgrown Their Dashboards

From global consumer brands to high-growth DTC, LiftLab is the measurement system for CMOs and CFOs. They choose LiftLab when platform attribution no longer suffices.

Retail jewelry — global

+9.5% revenue

from a 2% budget shift

Entertainment — enterprise

7 → 13 channels

weekly mROAS reallocation

Financial software

+19% gross revenue

year-end window

DTC apparel

3.4x TikTok spend

at max profit

Ecommerce grocery

13 channels optimised

weekly CAC forecasts

You're Asked to Prove More With Less, But Your Tools Are Lying to You

Ad Platform-reported ROAS is inflated. Last-click attribution misfires. Brand spend goes undefended. And the CFO wants answers by Friday.

You're Asked to Prove More With Less, But Your Tools Are Lying to You

Ad Platform-reported ROAS is inflated. Last-click attribution misfires. Brand spend goes undefended. And the CFO wants answers by Friday.

Platform ROAS is self-reported and inflated.

Every platform claims credit for the same conversion. Without an independent model, you're optimizing on fiction, often 2–3× overstated.

Brand investment can't find its voice in the P&L

Finance cuts brand spend because equity buildup is invisible. Without causal measurement, brand is treated as a cost rather than a compounding asset.

Quarterly MMM reports arrive too late to act

Traditional modeling has a 12-week lag. By the time insights arrive, the campaign is over, the budget is spent, and the opportunity has passed.

No defensible budget narrative for the board

Without econometric rigor and causal proof, you can't walk into a budget review confident that your reallocation story will survive a CFO's scrutiny.

From Signal to Strategy, in a Continuous Weekly Loop

LiftLab runs a four-stage operating system: ingest, model, experiment, and plan, every week, not every quarter.

Integrate, Unified data foundation

Connect every paid channel - search, social, CTV, affiliate - plus revenue, seasonality, and business context signals into a single econometric framework. No platform bias, no conflicting signals.

See the Platform Overview

Model - Two-Stage Agile MMM

LiftLab's AMM separates ad-auction dynamics (CPM/CPC shifts, competitive pressure) from true consumer response, giving you accurate diminishing-returns curves, not smoothed-over averages.

Explore Agile MMM

Plan - Constraint-aware budget scenarios

Run unlimited what-if scenarios before spending a dollar. Forecasts respect real business constraints, seasonality, brand guardrails, and channel minimums, so finance can approve with confidence.

See Scenario Planner

Experiment - The Trust Engine™

Pacing experiments, geo holdouts, and switchback tests act as a truth serum, calibrating the model with real-world causal proof and eliminating the observational biases that corrupt standard MMMs.

Learn About Incrementality Testing

Every Tool a CMO Needs to Lead the Budget Conversation

Purpose-built features that translate marketing science into executive confidence.

Full-Funnel Budget Planning

Every channel team has a number. No one can explain how they add up. LiftLab unifies fragmented budgets into a single, constraint-aware plan, so every dollar is justifiable before it's committed and defensible after it's spent.

See How It Works →

Diminishing Returns & Marginal ROI Optimization

Your top channel looks efficient. You crossed the saturation point weeks ago. LiftLab shows you exactly where, before CAC spikes.

Find My Saturation Point →

Incrementality & Calibration

A lift number that doesn't update your model didn't finish the job. LiftLab closes the loop between causal proof and your next budget decision.

See the Closed Loop →

Scenario Planning & Forecasting

"What happens if we cut 15%?" LiftLab gives you a model-grounded answer with outcome ranges your CFO can approve, before a dollar moves.

Stress-Test My Plan →

In-Flight Budget Decisions

Markets shift mid-campaign. LiftLab's PlatformSense detects efficiency changes daily and tells you exactly where to move spend before the window closes.

See How to Act Before the Window Closes →

Halo & Long-Term Brand Effects

Your MMM shows 0.9x ROAS on brand. The real number is 2.1x. LiftLab quantifies halo lift, ad-stock carryover, and long-term equity, so every brand dollar is visible on the P&L.

Make Every Brand Dollar Visible →

Featured Stories

Unlocking Global Jewelry Growth with mROAS

Pandora paired agile MMM with geo tests to shift just 2% of the budget, driving +9.5% revenue and +12.4% profit across key channels.

"LiftLab's platform has been instrumental in helping us bridge the gap between long-term strategic goals and the need for frequent and short-term optimization."

Kasper Madsen,

Global Paid Media Analytics Manager, Pandora

See the Results for Yourself

Forecast-Led Planning Delivers 19% Revenue Lift

Facing an aggressive year-end target, Quicken used LiftLab forecasting, geo tests, and scenario modeling to win more budget and drive +19% gross revenue.

“Liftlab’s solution gave us the confidence to make significant changes to our media mix. Our business results proved we made the right choice.”

Stephanie Pierce,

Quicken, Director of Growth Marketing

See the Results for Yourself

Scaling Channel Mix While Protecting Profit

Cinemark used LiftLab mROAS curves to see last-dollar impact, expand from 7 to 13 channels, and reallocate weekly to maximize ROI.

"LiftLab was the only vendor that offered a single comprehensive view of performance alongside a means to estimate the marginal profitability of our last dollar spent."

Jeff Rosenfeld,

SVP of Digital and Customer Experience, Cinemark

See the Results for Yourself

Master Modern Marketing Measurement

Frameworks, playbooks, and benchmarks written for marketing leaders — not data scientists.

Benchmark Report

The FY-2025 CMO Benchmark: iROAS, Media Mix and CPM Shifts by Category

See how your spend compares across six DTC categories, and where the efficiency gap is widening.

Download Free

Solution Brief

Full-Funnel Budget Planning: Aligning Brand & Performance

How to build a unified budget plan that both marketing and finance will stand behind.

Explore Use Case

Blog

How Experiments Validate (and Sharpen) Your Marketing Mix Model

Why observational MMM alone isn't enough, and how to close the causal gap with the Trust Engine.

Read Now

Solution Brief

Diminishing Returns & Marginal ROI: Finding Your Spend Ceiling

Move beyond average ROAS and make a rational next-best-dollar decision before you overspend.

See Use Cases

Whitepaper

From Measurement to Budget Decisions Your CFO Will Approve

Most measurement systems stop at the insight. This playbook shows CMOs and CFOs how to integrate Agile MMM, incrementality testing, and budget planning into a single system that turns media data into defensible capital allocation decisions.

Download the Whitepaper

Case Study

How Pandora, SKIMS & Cinemark Optimized Their Media Mix

Real results from brands using LiftLab to rebalance budgets and compound marketing ROI.

Read Success Stories

Browse the Full Knowledge Hub

Not All MMM Platforms Are Built Equal

How LiftLab stacks up across the dimensions CMOs and their CFOs actually scrutinize.

Capability	Recast	Measured	Haus
Full-funnel brand + performance MMM	Partial	Partial	Partial
Daily ad-platform signal detection			Partial*
Incremental test calibration
Diminishing returns & marginal ROI curves		Partial	Partial
Brand equity on P&L quantification
Constraint-aware scenario planning	Partial	Partial	Partial
CFO-ready boardroom reporting		Partial
Weekly optimization cadence (not quarterly)			Partial*

*Haus offers day-to-day Causal Attribution reporting and Recast offers weekly model refresh — neither integrates daily signals into a stable long-run model layer.
Partial reflects capability exists but differs architecturally from LiftLab's approach. Verified against competitor websites April 2026.

Explore LiftLab Unified Marketing Measurement Platform

What CMOs Ask Before Going Deeper

My dashboards show healthy ROAS. Why do I still need LiftLab?

Platform dashboards are self-reported; every platform claims the conversion. Without an independent model, you're optimizing on fiction, often 2–3x overstated. LiftLab measures what actually drove revenue using causal AMM and incrementality experiments, so the number you walk into a budget meeting with is one your CFO can challenge without breaking it.

How is this different from what my ad platforms report?

Can LiftLab help me defend brand investment to my CFO?

Yes, and this is one of LiftLab's most specific differentiators. LiftLab quantifies brand equity in net-present-value terms that Finance can validate, including halo lift in branded search, ad-stock carryover, and long-term multipliers calibrated to your product category and brand lifecycle. Brand investment gets the same financial defensibility as performance spend, in the same output, before the budget meeting starts.

Do I need a data science team to operate LiftLab?

How long before I see results?

What data do we need to get started?

See All FAQs

See What LiftLab Finds in Your Channel Mix.

Book a 30-minute session with a marketing scientist. We'll model a scenario using your real numbers and show you exactly where the budget is leaking and where it compounds.

Request a Demo Explore Scenario Planner

Annual contract renewal

Live in weeks

Marketing scientist included

SOC 2 & ISO 27001 certified

Built for the Modern CMO

Prove Your Next Best Dollar. Own the Room.

Trusted by the Category Leaders Who've Outgrown Their Dashboards

You're Asked to Prove More With Less, But Your Tools Are Lying to You

Platform ROAS is self-reported and inflated.

Brand investment can't find its voice in the P&L

Quarterly MMM reports arrive too late to act

No defensible budget narrative for the board

From Signal to Strategy, in a Continuous Weekly Loop

Integrate, Unified data foundation

Model - Two-Stage Agile MMM

Plan - Constraint-aware budget scenarios

Experiment - The Trust Engine™

Every Tool a CMO Needs to Lead the Budget Conversation

Full-Funnel Budget Planning

Diminishing Returns & Marginal ROI Optimization

Incrementality & Calibration

Scenario Planning & Forecasting

In-Flight Budget Decisions

Halo & Long-Term Brand Effects

Featured Stories

Master Modern Marketing Measurement

Not All MMM Platforms Are Built Equal

What CMOs Ask Before Going Deeper

My dashboards show healthy ROAS. Why do I still need LiftLab?

How is this different from what my ad platforms report?

Can LiftLab help me defend brand investment to my CFO?

Do I need a data science team to operate LiftLab?

How long before I see results?

What data do we need to get started?

See What LiftLab Finds in Your Channel Mix.