Lifesight

CTV budgets in B2B are growing. But proving what they’re actually driving, That’s still a challenge. Our Co-founder & CPO, Rajeev Aravindakshan Nair, spoke with Demand Gen Report about why the issue isn’t CTV itself. It’s how we measure it. “Whatever is more trackable will get more budget — not whatever is more incremental.” And that’s the problem. When measurement favors what’s easiest to track, budgets naturally follow, even when those channels aren’t the ones creating the most incremental impact. The answer isn’t more attribution signals. It’s causal measurement: combining incrementality testing and MMM to understand what marketing actually caused and connect spend to real business outcomes. Read the full feature 👇 https://lnkd.in/gKxMATeZ

Most marketing measurement tells you 𝐰𝐡𝐚𝐭 𝐡𝐚𝐩𝐩𝐞𝐧𝐞𝐝. The 𝐛𝐞𝐭𝐭𝐞𝐫 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧 is: what should we do next? Lifesight's Senior Measurement Director, Clara Ferren, shares why marketing teams need to move beyond retrospective reporting and toward a decision-first approach, one where measurement actually informs where budgets move, teams share incentives, and marketers can act on insights faster. Because measurement shouldn’t 𝐣𝐮𝐬𝐭 𝐞𝐱𝐩𝐥𝐚𝐢𝐧 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞. It should help you make the next decision with confidence. Ready to see where your measurement strategy stands? 👉 Book a Measurement Audit with Lifesight 👉 https://vist.ly/5itwf

What are your competitors testing and which creatives are actually staying in market? Creative Compass turns competitive creative activity into actionable insights, helping marketers see the hooks, formats, and messaging patterns shaping their category. Stephanie Balaconis takes a look at what’s happening across the coffee industry. ☕️ Generate your own competitive creative report for free with Lifesight 👉 https://lnkd.in/g7PAsUTc

Visibility can get a brand noticed. Trust is what turns that attention into lasting customer relationships. Great perspective from our CEO, Tobin Thomas, alongside other business leaders in Forbes Business Council on the brand visibility mistakes that can erode customer loyalty. 👏

What does 𝐛𝐞𝐭𝐭𝐞𝐫 𝐚𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐦𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 actually require? For Professor Kenneth Wilbur, it starts with understanding how the data is generated and getting marketing and finance to speak the same language. In the latest episode of the 𝐇𝐮𝐦𝐚𝐧𝐬 𝐨𝐟 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐏𝐨𝐝𝐜𝐚𝐬𝐭 Series, Professor Wilbur joins Rajeev Aravindakshan Nair to unpack how teams can build a stronger understanding of advertising measurement, why cross-functional alignment matters, and why the industry benefits from more open dialogue around what we know and what we’re still learning. 🎙️ Humans of Measurement, is a special series on The Profit & Proof Podcast by Lifesight. Listen here 👉 https://vist.ly/5inag

𝐀𝐈 𝐢𝐬 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐛𝐞𝐭𝐭𝐞𝐫 at making marketing decisions. But can it tell what actually caused growth? Not on its own. Our new whitepaper, 𝐖𝐡𝐚𝐭 𝐀𝐈 𝐂𝐚𝐧’𝐭 𝐌𝐞𝐚𝐬𝐮𝐫𝐞, explores where today’s AI models fall short when it comes to marketing measurement, why those limitations matter as agents take on more tactical decisions, and the causal foundation AI needs to make smarter budget decisions. Before we hand AI the budget, we need to make sure it’s grounded in the right truth. 📘 Download the whitepaper: https://vist.ly/5ihd9

𝐕𝐚𝐧𝐢𝐭𝐲 𝐫𝐞𝐚𝐜𝐡 is cheap. 𝐋𝐨𝐲𝐚𝐥𝐭𝐲 isn’t. In Forbes Business Council, Lifesight CEO Tobin Thomas shares why brands risk eroding trust when they prioritize impressions over actual impact, and why better measurement matters. “Brands erode trust when they blindly chase vanity reach instead of measuring real impact.” Read the full piece 👉https://vist.ly/5iegt

Your 𝐑𝐎𝐀𝐒 𝐥𝐨𝐨𝐤𝐬 𝐠𝐫𝐞𝐚𝐭. But how much of that revenue 𝐝𝐢𝐝 𝐲𝐨𝐮𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 actually cause? That’s the question 𝐢𝐧𝐜𝐫𝐞𝐦𝐞𝐧𝐭𝐚𝐥𝐢𝐭𝐲 𝐡𝐞𝐥𝐩𝐬 𝐚𝐧𝐬𝐰𝐞𝐫. Instead of giving marketing credit for every conversion it touches, incrementality separates the outcomes driven by your advertising from those that would have happened anyway. In the latest Lifesight Measurement Academy lesson, we break down how modern measurement brings together: 🚀 Incrementality testing to isolate causal lift 🚀 Marketing Mix Modeling (MMM) to separate baseline demand from media contribution 🚀 Calibrated attribution for more accurate day-to-day optimization Together, they give marketers a clearer picture of what’s actually driving growth and where the next dollar should go. 🎓 Learn incrementality and modern marketing measurement for free with Lifesight Measurement Academy: https://vist.ly/5i454

Every 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐥𝐚𝐧 should be able to 𝐚𝐧𝐬𝐰𝐞𝐫 𝐭𝐡𝐫𝐞𝐞 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬. What happened? Why did it happen? What should we do next? That last question is where AI agents get especially interesting. In our recent webinar, co-founder Rohit Maheswaran unpacked how AI agents can move marketing teams beyond reporting and toward better, faster decisions grounded in measurement. If you’re thinking about how AI actually fits into your marketing decision-making, watch the session here: 👉 https://vist.ly/5hxph

Labor Day was the test run. 𝐁𝐅𝐂𝐌 is the main event. Before you lock in your 𝐐𝟒 𝐛𝐮𝐝𝐠𝐞𝐭, there’s one question worth answering: Do you actually know which marketing channels are driving incremental growth? Platform-reported performance can make every channel look like a winner. But heading into the biggest spending period of the year, you need to know where your budget is actually working and where there may be a measurement gap. That’s exactly what our free 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐆𝐚𝐩 𝐂𝐚𝐥𝐜𝐮𝐥𝐚𝐭𝐨𝐫 helps uncover. Three inputs. Less than two minutes. A clearer view of where to test, optimize, and rethink your mix before BFCM. See your measurement gap → https://vist.ly/5hsqf #MarketingMeasurement #BFCM #Ecommerce #Incrementality