Measure

Marketing Mix Modeling (MMM)

Marketing Mix Modeling (MMM) is a statistical analysis technique used to evaluate the effectiveness of various marketing channels over time, accounting for external factors like seasonality and market trends. Lifesight’s MMM methodology provides a macro-level understanding of your marketing ecosystem, allowing you to quantify the contribution of each channel to overall sales and key performance indicators. This enables strategic budget allocation and long-term planning based on comprehensive data analysis.

Incrementality Testing

Incrementality Testing measures the additional impact of your marketing efforts by comparing outcomes between control and test groups. This methodology isolates the true causal effect of specific marketing activities, ensuring accurate attribution of performance improvements to your campaigns. Lifesight’s Incrementality Testing provides precise ROI calculations, helping CMOs to confidently allocate marketing resources to the most effective strategies and optimize overall marketing performance.

Causal Attribution

Causal Attribution accurately determines the direct effects of each marketing campaign on conversions and sales, going beyond traditional attribution models. Lifesight’s Causal Attribution eliminates biases and misattributions, providing precise insights into which campaigns are driving meaningful results. This methodology ensures that CMOs have a clear understanding of the true impact of their marketing efforts, enabling more effective optimization and strategic decision-making.