Lifesight

Many brands think that highly sophisticated measurement tools automatically lead to better results. In reality, deploying advanced techniques too early can actually hinder your growth and lead to wasted marketing spend. ❌ There's a clear measurement maturity curve tied to your revenue stage. ✨ If your brand is 𝘂𝗻𝗱𝗲𝗿 $𝟮𝟱 𝗺𝗶𝗹𝗹𝗶𝗼𝗻, focus on fundamental efficiency metrics and straightforward pre-post testing. ✨ Once you hit the $𝟮𝟱 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗺𝗮𝗿𝗸, it's time to incorporate incremental measurement, like geo testing, to understand true impact. ✨ 𝗕𝗲𝘆𝗼𝗻𝗱 $𝟲𝟬 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 in revenue, you can effectively leverage the full toolkit of marketing mix modeling (MMM) and complex experiments. Aligning your measurement approach with your growth stage is critical for optimizing ROI and avoiding unnecessary complexity. The key to effective marketing measurement lies in matching your brand's revenue stage with appropriate analytical sophistication for optimal resource allocation and accelerated growth. 🚀

Your marketing campaigns might not be driving the growth you think they are. It's a pressing topic: 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝘁𝗿𝘂𝗹𝘆 𝗳𝘂𝗲𝗹𝘀 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗲𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗯𝗲𝘆𝗼𝗻𝗱 𝘃𝗮𝗻𝗶𝘁𝘆 𝗺𝗲𝘁𝗿𝗶𝗰𝘀. Listen to Ben Dutter (CSO at Power Digital Marketing and Founder of fusepoint) as he shares why incrementality and scientific measurement are no longer optional. He also highlights how understanding true incrementality enables you to identify what genuinely drives business growth, allowing for data-driven resource allocation and maximized ROI. 🙌 Marketers, prioritize robust measurement to unlock your marketing's full potential and ensure every dollar contributes directly to your bottom line. 🚀

Many marketers believe that TV advertising is primarily for large consumer brands. But what if a simple retargeting ad on streaming TV could make your B2B solution an instant leader in your prospect's mind? Listen to Arthur and Rohit on Lifesight's Full Funnel podcast. This conversation is a must-listen for any marketer looking for their next unfair advantage.👇 Full episode available https://lnkd.in/gjMx4q6E

How do you know if your offline advertising campaigns are driving incremental growth or just capturing existing demand? 🚨 While others claim "𝘁𝗵𝗶𝘀 𝗮𝗱 𝘄𝗶𝗹𝗹 𝗴𝗿𝗼𝘄 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱," we tell you exactly how much 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗲 to each marketing campaign!
🙌 Because when your CFO asks "𝗗𝗶𝗱 𝘁𝗵𝗮𝘁 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝗸?", you need more than just impressions and reach. 🤗

Marketers often default to traditional attribution models, 𝗿𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 "𝘀𝘂𝗰𝗰𝗲𝘀𝘀" 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗿𝘂𝗹𝘆 𝗾𝘂𝗮𝗻𝘁𝗶𝗳𝘆𝗶𝗻𝗴 𝗶𝘁𝘀 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗶𝗺𝗽𝗮𝗰𝘁. And this masks a significant communication gap with finance, who are looking for tangible financial contributions, not just vanity metrics. ❌ 𝗜𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹𝗶𝘁𝘆 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗮 "𝗻𝗶𝗰𝗲 𝘁𝗼 𝗵𝗮𝘃𝗲"; 𝗶𝘁'𝘀 𝗮 𝗳𝘂𝗻𝗱𝗮𝗺𝗲𝗻𝘁𝗮𝗹 𝗻𝗲𝗰𝗲𝘀𝘀𝗶𝘁𝘆. As highlighted by Sunil Bhagwan (Head of Global Sales at Lifesight) in the latest episode of "Chew On This", adopting an incrementality mindset bridges this critical divide. 🙌 It shifts the conversation from simply showing what's working to revealing the actual dollar contribution of every marketing initiative. 💯 Watch the full episode: link in the comments section 👇

Most brands face a critical challenge: 𝗲𝗻𝘀𝘂𝗿𝗶𝗻𝗴 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗱𝗮𝘁𝗮 𝘁𝗿𝘂𝗹𝘆 𝗿𝗲𝗳𝗹𝗲𝗰𝘁𝘀 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀❗ It's not enough to report numbers; you need a single, unimpeachable source of truth that every department can stand behind. 𝗔𝗻𝗱 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗵𝗮𝘁 𝘂𝗻𝗶𝘃𝗲𝗿𝘀𝗮𝗹 𝗯𝘂𝘆-𝗶𝗻, 𝘆𝗼𝘂'𝗿𝗲 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝗼𝗻 𝗳𝗿𝗮𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗵𝗶𝗻𝗱𝗲𝗿𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 𝘁𝗵𝗮𝘁 𝗱𝗿𝗶𝘃𝗲 𝗴𝗿𝗼𝘄𝘁𝗵. 🚫 In the latest episode of "Chew On This," Sunil Bhagwan (Head of Global Sales at Lifesight) explains why this alignment is non-negotiable. He also details how to transition to a holistic business perspective, ensuring reporting is accurate and actionable. ✨ Watch the full episode - link in the comments section 👇

Thanks to Dr. Augustine Fou & Brenden Delarua for bringing this up. Going back to high school math, MMM at a fundamental level is that linear algebra problem with x variables and y observations (with x < y ) - this kind of equations either have no solution or infinitely many solutions... In the case of MMM solution space, there are infinitely many combinations of coefficients (and hyperparams) that can prove "good fit" (not to forget the additional complexity added by transformations) on the given data. The only meaningful way to evaluate such as system it is to validate the result with more rigorously run experiments (or less rigorously, by deploying the recommendation, conservatively, over a period of time and testing the result) and then use the experiment results to calibrate the model. (calibrate rightly - not by just applying the result as priors). We have had numerous conversations with modellers in major MMM platforms who are needed to work with certain priors - so as to agree with marketer's intuition. The only true source of prior should be experiment. (Using no prior is even better) This is why at Lifesight we have focused on enabling the entire model building process through the UI itself. This enables marketers to scrutinise and review every step and every assumption that has gone into the model and most importantly they can tweak any of these and see if the model insights are robust to these tweaking. Example : What happens if I increase the training size from 90% to 85%, what happens when I change the adstock of a particular variable in a certain way, what happens if I assume that seasonality drives my TOF spending decision, what happens if the objective function in changed in certain way etc... Say no to modeling blackboxes & wishful priors. Always be testing.

Tom Gregory (Global Head of Platform Sales & Partnerships at Lifesight) is all set to deliver another exciting session today at Advertising Week 𝗡𝗲𝘄 𝗬𝗼𝗿𝗸!🗽 He will be taking the stage to discuss "𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗥𝗲𝘁𝗮𝗶𝗹 𝗚𝗿𝗼𝘄𝘁𝗵: 𝗛𝗼𝘄 𝗨𝗻𝗶𝗳𝗶𝗲𝗱 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝗣𝗼𝘄𝗲𝗿𝘀 𝗣𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆" 🙌 📅 𝗗𝗮𝘁𝗲: Thursday, October 9, 2025 🕘 𝗧𝗶𝗺𝗲: 11:00 AM ETD 📍 𝗟𝗼𝗰𝗮𝘁𝗶𝗼𝗻: Tech Stage Tom will dive deep into how unified marketing measurement is revolutionizing retail growth, providing you with a complete, privacy-safe view to optimize budgets and drive forecastable revenue. ✨ Whether you're rethinking your measurement strategy or aiming for profitable growth, this is a can't-miss session! 🙌 Make sure to swing by 𝗯𝗼𝗼𝘁𝗵 #𝗔𝟭𝟲𝗙 today - it's the final day of AWNY! Our team would love to meet you and show you how leading brands are winning big with unified measurement. 🤗