General FAQs

What does Lifesight do?

Lifesight is a unified marketing measurement platform that helps marketers make better decisions by leveraging AI-powered marketing measurement methodologies. Our platform uses a combination of Marketing Mix Modeling, Incrementality Testing, Causal Attribution, and Causal AI to provide actionable insights and recommendations, enabling marketers to grow business KPIs.

What is unified marketing measurement?

Unified marketing measurement uses a combination of marketing measurement methodologies such as Marketing Mix Modeling, Incrementality Testing, Causal Attribution, and Causal AI — to holistically measure the true effectiveness of marketing’s contribution to business growth.

Who is Lifesight for?

Lifesight is designed for future-ready marketers who need a reliable and robust marketing measurement platform to drive better ROI, optimize media spend, and reduce ad waste. Brands and agencies with limited or no data science bandwidth can get started within 5 weeks with our easy to set up marketing measurement platform.

Why do I need it?

No single measurement methodology has all the answers anymore. Only a combined approach that uses each tool’s strengths and fills in the gaps gets marketers closer to the marketing effectiveness truth. Lifesight’s unified marketing measurement platform is a future-proof solution that helps marketers accurately measure and optimize their marketing efforts based on gold-standard measurement techniques like incrementality and causal effects.

How does it work?

Lifesight works by integrating with your marketing, business, and customer data to build models that reflect the true impact of your marketing activities. We leverage advanced causal AI and statistical techniques like regression analysis to analyze data and provide actionable insights to understand what is truly driving growth and eventually optimize your spend and marketing strategy.

What do I need to get started?

To get started with Lifesight, you need access to your marketing, business, and customer data. The Lifesight marketing science team integrates these data sources to build measurement models with strategic guidance from your organization. For MMM models we require 2 years of aggregated sales and marketing data at a daily or weekly granularity to train the model. Additional parameters such as competitor pricing, new product launches and econometrics can be ingested any time to improve model context and generate actionable insights within 5 weeks.

How will my measurement be affected after 3P cookie deprecation?

Lifesight's measurement is agnostic of 3P cookie deprecation. The platform is robust due to its reliance on first-party data, probabilistic modeling, and advanced attribution techniques that do not depend on cookies, ensuring accurate and privacy-compliant marketing measurements.

Why can’t I just use my current attribution stack?

Most attribution solutions rely on third-party cookies and outdated correlation-based methodologies, which are becoming less effective with new privacy regulations. Lifesight uses 1st party data and aggregated which are more robust solutions.

Why is GA4 not enough for measurement?

GA4, while powerful, does not fully address the need for a holistic view of marketing performance across all channels and touchpoints. Lifesight complements GA4 by providing advanced modeling capabilities that help marketers understand the incremental impact of marketing on business outcomes.

Why are Multi-Touch Attribution platforms not accurate?

Multi-Touch Attribution platforms often rely on simplistic attribution models that may not accurately reflect the complexity of customer journeys or the true impact of marketing touchpoints. Lifesight addresses these limitations by incorporating robust methodologies like Causal Inference to determine the true contribution of a touchpoint.

Why can’t I just use in-platform attribution and reporting?

In-platform attribution and reporting is often flawed. They provide a limited view of performance metrics and don’t factor in the impact of other marketing channels making them biased towards the platform’s own channels. Lifesight offers a unbiased, comprehensive view of performance across all online and offline channels, helping marketers avoid biased decisions and optimize their marketing strategy effectively.

Which platforms can I integrate into Lifesight?

Lifesight can integrate with a wide range of marketing platforms and data sources, including CRM systems, data warehouses, digital advertising platforms, marketing automation, reviews, subscriptions, support, forms, returns, shipping, and loyalty platforms.

What is Marketing Mix Modeling?

Marketing Mix Modeling (MMM) is a statistical analysis technique used to quantify the impact of various marketing tactics on sales and to forecast the impact of future sets of tactics. It uses historical data to determine the effectiveness of different marketing strategies to optimze budget allocation and media mix.

How does MMM work?

MMM analyzes historical data on marketing spend and sales to understand how various elements of the marketing mix (advertising, promotions, pricing, etc.) contribute to sales. It uses statistical techniques, such as regression analysis, to isolate the impact of individual marketing activities from other influencing factors.

How do I know that my MMM is accurate?

Lifesight uses a combination of statistical methods, and continuously validates and recalibrates an MMM model through Experiments to account for any changes in market conditions or consumer behavior.

Which channels and KPIs can Lifesight measure?

Lifesight can measure any online and offline marketing channels, including digital, social media, CTV, OOH, affiliates and other offline channels. It can also measure key performance indicators (KPIs) like ROI, ROAS, CPA, and more, providing a holistic view of marketing effectiveness.

How much does it cost?

The platform fee starts at $20,000 per year to measure upto $5M in annual marketing spend. Custom pricing depends on number of channels and media spends of your organization. Contact us to directly to get a custom quote tailored to your requirements.

How is Lifesight different from other platforms?

Lifesight uses a combination of measurement methodologies such as Marketing Mix Modeling, Multi-Touch Attribution, Incrementality Testing, and Causal Inference — to accurately triangulate a business’s marketing effectiveness. This blended approach overcomes the limitations of each measurement methodology and helps marketers get closer to the marketing truth.

How long does it take to set up?

Generally, it takes under 5 weeks to integrate data, calibrate the model and validate them before handing over the custom-trained model to your organization's marketing team. The setup time for Lifesight can vary depending on the complexity of your data environment and specific needs. We provide access to priority customer support and technical assistance from our marketing science team during the implementation phase.

Is the platform privacy compliant?

Yes, Lifesight is GDPR, CCPA, SOC-2 and ISO 27001 compliant, ensuring that your data handling practices conform to the latest legal standards. Lifesight uses first-party data server-side data and collects aggregated historical data continuously from native platforms to be compliant with privacy regulations.

Do you offer your platform to agencies?

Yes, Lifesight is available to agencies to manage and measure marketing performance for their clients, to drive better results, and to prove ROI. We also offer white-labeled solutions for agencies to re-sell to clients.

Can you manage my measurements for me?

Yes, Lifesight offers managed consultancy services where our team of experts handle all aspects of marketing measurement for you, allowing you to focus on strategic decision-making and campaign management. This comes at an additional cost above the platform fee.

Where can I go to get help if I get stuck with something?

Lifesight provides comprehensive customer support, including a dedicated help center, access to technical support teams (marketing science, data science), and a resource library to assist you in resolving any issues and maximizing platform usage.

How can Lifesight help my business grow?

Lifesight provides deep insights into your marketing mix and helps you measure, analyze, and optimize media spend to drive growth and improve overall marketing performance.

How does Lifesight help in optimizing media spend?

Lifesight uses a combination of advanced models such as Marketing Mix Modeling (MMM), Incrementality Testing (Experiments), Causal Attribution and Causal AI to efficiently allocate budget across the most impactful channels, ensuring maximum return on investment.

How does Lifesight ensure accuracy in its insights?

Lifesight ensures data accuracy by following industry-leading data governance practices and uses rigorous testing, and cutting-edge AI/ML algorithms to deliver accurate and actionable insights.

How does Lifesight stay ahead of emerging trends and advancements in marketing analytics?

Lifesight constantly innovates by integrating the latest advancements in machine learning, AI, data science, and privacy regulations to ensure it remains at the forefront of marketing measurement trends and technologies.

How does Lifesight ensure data security and confidentiality?

Lifesight has ISO 27001 and SOC 2 certification. We also adhere to stringent data privacy and security standards and use data localization, encryption, secure data handling, and compliance with GDPR and CCPA to protect user data.

What is ROAS?

ROAS (Return on Advertising Spend) is a metric that measures the revenue generated for every dollar spent on advertising. It’s calculated as total revenue divided by total ad spend, and it indicates the efficiency of marketing campaigns.

What is Marginal ROAS or mROAS?

Marginal ROAS (mROAS) measures the additional revenue generated by spending an extra dollar on a specific marketing channel. It helps marketers understand the incremental value of increasing their spend on a given channel.

What is Incrementality or iROAS?

Incrementality, often expressed as Incremental Return on Advertising Spend (iROAS), is the measurement of additional sales or conversions that wouldn’t have occurred without a particular marketing effort. It quantifies the true impact of marketing activities.

What is Incrementality Testing?

Incrementality testing is the process of conducting controlled experiments to determine the true incremental impact of a marketing campaign. It helps distinguish between conversions that would have happened organically versus those driven by specific marketing efforts.

What is a Profit Curve or Diminishing Returns Curve in marketing measurement?

A Profit Curve or Diminishing Returns Curve shows how returns or profits increase at a decreasing rate as more money is invested in a marketing channel. It illustrates the point where further spending results in minimal additional gains.

What is Geo-testing in marketing analysis?

Geo-testing is a method of testing marketing strategies by segmenting geographical areas into test and control regions. This allows businesses to measure the impact of marketing activities by comparing the performance of these distinct regions, ensuring accurate results in determining the effectiveness of campaigns.

How customizable is the Lifesight Marketing Effectiveness Platform?

Lifesight is a highly customizable platform that allows users to optimize metrics, reporting, and insights to suit the specific needs of their business. The platform is completely transparent and gives in-depth control to data scientists/marketing scientists on various model hyperparameters to adjust models, visualizations, and data integration to best fit the marketing strategies and objectives of each business.

What are Lifesight Profit Curves or Diminishing Returns Curves, and how do they drive optimization?

Profit Curves or Diminishing Returns Curves demonstrate how returns on marketing investments increase at a declining rate as more budget is allocated. Understanding these curves helps businesses optimize marketing spend by identifying the point at which additional investments yield minimal gains, enabling better budget allocation.

How often does Lifesight update data?

Lifesight updates data in near real-time or at regular intervals, depending on the data sources and integrations in place. This ensures that businesses can make timely decisions based on the most recent insights and metrics. You can check the last data sync by checking the attribution status or your MMM refresh tab for MMM data refresh insights.

Does Lifesight provide analytics and reporting services to track website and marketing performance?

Yes, Lifesight offers robust analytics and reporting services that track website and marketing performance across various channels. It provides detailed insights into customer behavior, marketing efficiency, and overall performance to help businesses optimize their strategies.

Does Lifesight provide training and support for using its platform?

Yes, Lifesight offers comprehensive training for 4 weeks during onboarding with the marketing science team of experts. We also provide 24x7 email and chat support to help users make the most of the platform. Whether through tutorials, documentation, or direct support, Lifesight ensures that users can easily navigate and leverage the platform's features to achieve their marketing goals.

What is the incremental contribution of each channel?

Create and run a MMM model to determine the incremental returns from each channel and tactic. You can find the incremental, marginal, and contribution from each channel in the Channel Breakdown table.

How do I allocate the optimal budget to each channel?

With the help of an MMM model, you can determine which channels are driving incremental results and which channels are saturated and resulting in negative marginal returns. Using this data, the model recommends optimal budget allocation to hit your planned goals.

How much budget do I need to achieve my goal?

The Scenario Planner helps determine how much budget you need to achieve a Target Goal. Simply input your Target goal (Revenue, Orders, Signups, Leads, etc) and the Planner computes the required budget. It also tells you where to invest, how much to invest, and at what pace to invest in these channels to achieve the desired outcomes.

How do I allocate my budget if something changes?

You can run a MMM model to get budget allocation recommendations. Incase you run a new marketing campaign and want to understand how to reallocate your budget based on its impact, you can simply refresh your MMM model with the new data to recalculate the budget allocation. Incase you launch a new channel, you will have to create a new MMM model with sufficient data to optimize your budget based on these changes. If you don;t have enough data from your new channel, you will need to run experiments to determine the incrementality and calibrate your MMM model to improve the accuracy.

How much can I scale in a channel before its saturated?

This is determined by using the mROAS/mCPA metrics. You can view these metrics in the Contribution tablein the MMM Insights tab. Lifesight automatically recommends media allocation through the AI-powered Recommendations to optimize marketing effectiveness.

How much is my brand value contributing?

Lifesights MMM model helps determine your baseline marketing and quantifies the impact of various metrics such as - Direct, Holidays, Seasonality, Trends. You can view your baseline trend in the MMM Insights tab.

What is the probability of hitting my goal?

The Goals feature helps keep track of your current marketing goals and spends. The model automatically calculates the probability of hitting your set goals and shows you an updated completion rate everytime you refresh the model.

Where should I invest additional budget?

The Budget Optimizer helps distribute your additional budget across your media mix without compromising on diminishing returns.

Experiments

What are Experiments?

Experiments are controlled processes to test marketing hypotheses such as:

• What is the effectiveness of my current media investment on business KPIs?
• How much can I scale my media investments before seeing diminishing returns?
• Which ad creative have better ROI?

Experiments compare conversions with and without marketing activities, to determine the incremental impact of marketing efforts.

What do Experiment results help with?

• Isolate impact of a channel from external factors to understand the true lift impact of a channel
• Enable fair comparisons between channels by understanding the true impact of a channel
• Allocate budgets based on incremental lift provided by various channels
• Reduce and potentially eliminate misapprehension of correlation as causation in marketing
• Calibrate MMM models to make them causally aware

Limitations of Experiments

Experiments can be expensive, in terms of time, resource and budget. Experiments might not always be suitable for determining long-term impact of a channel and would be better suited for short-term planning. External factors could affect the results of the experiment and these tend to not get accounted for while running experiments

How long should I run Experiments for?

Why should I run Experiments?

How do external factors impact the results of a Geo Test?

Why is it important to run Split Tests with sufficient traffic?

How do I ensure statistical significance in a Geo Test?

Geo test vs Split test vs Time test

Advantages of Lifesight Experiments

Lifesight offers Experiment approaches that lets marketers run tests across all these levels. Lifesight also generates the right recommendations ( / hypotheses) covering Experiment Type, Spend Type, Right Time & Test Duration, Expected Lift and Expected Cost, letting brands adopt informed testing decisions.

Attribution

What is Attribution?

Attribution is a process that assigns credit to marketing touchpoints based on their contribution to a specific outcome, such as a conversion or a purchase. It allows businesses to understand the effectiveness of each channel, campaign, or touchpoint in driving user actions.

Why is Attribution important?

Attribution is crucial for optimizing marketing efforts and budget allocation. By knowing which channels or campaigns contribute the most to conversions, businesses can focus resources on the most impactful strategies, improving overall ROI.

What types of Attribution models does Lifesight support?

Lifesight supports multiple attribution models, including:

• First-Touch Attribution: Credits the first interaction a user has with your brand.
• Last-Touch Attribution: Credits the final interaction before a conversion.
• Linear Attribution: Distributes credit equally across all touchpoints in the user journey.
• Time Decay Attribution: Gives more credit to touchpoints closer to the conversion event.
• Custom Attribution: Allows you to define a unique attribution model tailored to your business.

How is data collected for Attribution?

Lifesight collects data from various marketing channels such as web, mobile, social media, and email. This data is aggregated and linked to specific user actions, enabling Lifesight to trace the entire user journey and apply the relevant attribution model.

Can I customize my Attribution model?

Yes, Lifesight allows you to create custom attribution models. You can define how much weight should be given to each touchpoint based on your business goals or user behavior patterns. This flexibility ensures that your attribution aligns with your specific needs. Contact our support to upload your own attribution weights.

What is Multi-Touch Attribution?

Multi-Touch Attribution (MTA) distributes credit across multiple touchpoints in the user journey, rather than giving full credit to a single touchpoint (like First or Last-Touch Attribution). This approach provides a more holistic view of the entire customer journey and the influence of each interaction.

How often is the Attribution data updated?

Attribution data is updated in near real-time, ensuring that you have the most current insights into the performance of your marketing activities. The frequency of updates can depend on the data source, but Lifesight strives to process events as quickly as possible to maintain up-to-date reporting.

Can I track offline conversions?

Yes, Lifesight supports offline conversion tracking. You can integrate offline touchpoints (e.g., in-store purchases, phone calls) with online data to create a more comprehensive view of the customer journey.

What are common challenges with Attribution?

Some common challenges include:

• Cross-device tracking: Users often interact with multiple devices during their journey, which can complicate attribution unless properly accounted for.
• Data silos: Attribution relies on accurate data from multiple sources. When data is siloed or not integrated properly, attribution accuracy may be affected.
• Model bias: Different attribution models can assign credit differently, and understanding the best model for your business is crucial.
  Lifesight helps mitigate these challenges by offering robust cross-channel and cross-device tracking and supporting integrations with various data sources.

How can I troubleshoot discrepancies in my Attribution data?

Discrepancies in attribution data may arise from:

• Data collection issues: Ensure all touchpoints and channels are properly tracked.
• Inconsistent timeframes: Compare data from consistent time periods across platforms.
• Attribution model differences: Be aware that different models will yield different results. Make sure you're comparing data within the same attribution model.
  If you encounter ongoing issues, you can contact Lifesight support for assistance.

What reports are available in Lifesight Attribution?

Lifesight offers a range of reports to help you analyze your attribution data, including:

• Channel performance: Insights into how different channels contribute to conversions.
• Path analysis: Visualizations of user journeys and touchpoints leading to conversions.
• Conversion tracking: Detailed tracking of conversions attributed to various campaigns and touchpoints.
  You can customize these reports based on your attribution model and business requirements.

What is Causal attribution?

Causal attribution refers to the process of applying incrementality factor on attribution reports to calibrate them and make them causal. Unlike traditional attribution models, which merely assign credit to touchpoints in a customer journey, causal attribution determines the cross-channel influence and assigns weights based on incrementality.

Causal attribution typically uses statistical techniques, like experiments or marketing mix modeling, to isolate the impact of a specific action from other variables. This helps marketers understand true causality rather than mere correlation.

What is the timeline to implement MMM?

The process usually takes 30 days since the day data is available. View the timeline.