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The Lifesight blog

Ideas for
better decisions.

Fresh thinking on measurement, AI and the choices that move a business forward.

  • Product Updates

Introducing the New Lifesight for Faster Decisions

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The latest thinking.

10 articles

MMM-vs-Attribution-scaled

4 min read

MMM vs. Attribution: The 2026 Decision Checklist

When platform ROAS stops matching real revenue, it’s time to rethink attribution and use MMM....
Aligned-Measurement-Framework-scaled

4 min read

The Next Challenge in Measurement Isn’t Better Models. It’s Better Standards.

Shared standards can turn fragmented measurement into confident decision-making across the marketing ecosystem.....
Why-MTA-Is-Broken-–-And-Why-Unified-Measurement-Is-the-Only-Way-Forward-scaled

4 min read

Why MTA Is Broken – And Why Unified Measurement Is the Only Way Forward

MTA can show what happened before a conversion, but not what actually caused it. Learn....
Causal-Marketing-Mix-Modeling-MMM_-The-Complete-2026-Guide-scaled

4 min read

A Complete Guide to Causal Marketing Mix Modeling

A concise guide to Causal MMM and how it measures true incremental marketing impact using....
The-Future-of-Measurement-Isnt-Another-Dashboard-scaled

4 min read

The Future of Measurement Isn’t Another Dashboard. It’s a Decision Layer

Lifesight’s MCP brings trusted causal insights directly into Claude and ChatGPT, where teams plan, optimize,....
The-BFCM-Trap_-Waiting-Until-Q3-Kills-Your-Q4-scaled

4 min read

The BFCM Trap: Waiting Until Q3 Kills Your Q4

Start testing in Q2 or risk gambling your entire Q4 on unproven channels when costs....

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