A VISION, PREDICTION, EXPERIMENTATION, ADDITION...ALL TOWARDS A SOLUTION
The vision for LiftLab came in 2018 when we predicted that regulation and privacy concerns would make assembling user-level paths to purchase an increasingly dubious proposition. We completely rethought the problem and realized that GEO-based experiments on 1st party revenue data would serve as a strong signal to understand the performance of all paid media. We built the experimentation platform we set out to build and learned from our early customers: experiments alone aren’t a comprehensive measurement approach. We then added a model-based approach on the whole media plan that is integrated with experiments.
HERE TO HELP
We’ve seen many startups assemble Advisory Boards that start out with good intentions but ultimately become a vanity list of non-participants. We recruited small number people from their fields that have worked on marketing measurement from first principles: either in a research or applied fashion. These advisors are available to use on an as needed basis and actively contribute to addressing surprises/exceptions that our enterprise customers will often uncover.