New year, new milestones! We’re making marketing measurement and intelligence more unified, automated, and accurate than ever before. With our latest release, we are pioneering the blending of unified measurement with business intelligence and enabling seamless AI to make everything easier. Here’s what’s new this month to make your marketing measurement smarter, faster, and stress-free.
Reporting Dashboards: All Your Marketing Intel, in One Place
Get a 360° view of your marketing and financial data, all in one place. No more switching between platforms or manually stitching data. Pre-built templates offer instant insights, while AI-powered intelligence agents (coming soon) will provide real-time recommendations.
Scenario:
- A CMO preparing for a board meeting can quickly access real-time marketing and financial performance insights in one place, eliminating the need to pull reports from multiple platforms.
- A performance marketer can use pre-built dashboard templates to analyze campaign success instantly, saving hours on manual data analysis.
GA4 Integration for Causal Attribution: For Smarter Instant Insights
Your GA4 insights now integrates seamlessly with Lifesight, enabling you to calibrate it and leverage it as a causal attribution model for instant incrementality insights, powered by pre-built dashboards.
Scenario:
- A growth marketer can compare ROAS, impressions, and conversions across channels in one place, without juggling between GA4 and sheets.
- A marketing analyst can use GA4 as an attribution model to see which channels drive incremental value, making budget allocation more effective.
Enhanced MMM Budget Allocator: Precision Budgeting, Powered by Experiments
You can now integrate and leverage Lifesight’s or external experiment results with your MMM to optimize spend with real-time calibration and ensure every dollar is working at its optimal level.
Scenario
- A media buyer struggles to determine whether increasing ad spend on Facebook will actually drive incremental sales or just shift conversions from Google Ads. By integrating experiment results into the MMM Budget Allocator, they can see the true lift from each platform and automatically adjust budgets for maximum efficiency.
- A finance team is unsure if reallocating 20% of the paid media budget to organic growth initiatives will improve ROI. By incorporating external experiment data into MMM, they get real-world-tested budget recommendations that show exactly how much spend should shift while maintaining the performance.
Tactic Mapper: Precision Mapping for Smarter MMM
We can add more flexibility to how you want to see your data with fully customizable tactic mapping. Align your marketing strategies with actual business needs for granular insights, better attribution, and smarter decision-making.
Scenario:
- A data scientist can customize MMM mappings to reflect specific business goals, ensuring more accurate attribution and insights tailored to the company’s strategy.
- A marketing strategist can adjust mappings dynamically to align campaign tactics with actual performance data, enabling better decision-making.
HubSpot Integration: Sales & Marketing, Finally in Sync
HubSpot data now syncs seamlessly with Lifesight, enabling automated segmentation, smarter attribution, and clear revenue impact, no manual exports are needed.
Scenario
- A sales leader can see which marketing campaigns contributed to closed deals without manually exporting and reconciling data from HubSpot.
- A CRM manager can automate customer segmentation in Lifesight using enriched HubSpot data, making targeting more precise and efficient
Enhancements to Supercharge Your Workflow
- Enhanced Consent Management – Our SDK now automatically respects user consent preferences, ensuring compliance without added complexity.
- Forecasting Logic Updates – Enhanced forecasting models now deliver more accurate, data-driven projections, helping you plan with confidence.
- Improved Causal Flag Logic – Improved causal flag logic ensures more refined attribution, helping you understand the true impact of each marketing channel.
- Organic Variables Enhancement – We’ve expanded MMM analytics to factor in ad stock and saturation for organic variables, giving you a complete picture of marketing effectiveness.
Coming Soon: What We’re Building Next
- DAG-Based MMM to visually explain causal relationships
- Enhanced MMM forecasting with control variables
- Budget recommendations in Causal Attribution
- Direct Experiment Deployment to Facebook & Google ads
- Hierarchical models & interaction effects in MMM
