Lifesight is included in The Marketing Measurement And Optimization Platforms Landscape, Q3 2026, by Forrester. The report was published on September 22, 2026, and gives an overview of notable vendors in the marketing measurement and optimization platforms market.
What the Listing Means If You Are Evaluating Unified Measurement
A Forrester Landscape report is an overview of notable vendors in a market. It is not a Forrester Wave evaluation, and inclusion does not mean Forrester endorses a vendor.
For a brand putting together a shortlist for unified measurement, the report is one way to see which vendors operate in this category and how they differ by size, type of offering, geography and use case focus. Lifesight is one of the vendors included.
Whichever vendors you look at, we suggest asking each one the same questions:
- Which measurement methods does the platform run (marketing mix modeling, incrementality testing, attribution), and do they inform each other or produce separate answers?
- How often do results refresh, and how quickly can a finding change a budget decision?
- How are the models validated, and can your team see how each number was produced?
- What support does your team get to run it without a dedicated data science group?
Our own answers to those questions are below.
Read the Report
The Marketing Measurement And Optimization Platforms Landscape, Q3 2026, by Forrester. Available to Forrester subscribers or for purchase.
Our View: What Marketing Measurement Needs to Become in the AI Era
The Old Job was Explaining the Past
For most of the last decade, measurement was a retrospective discipline. A team would refresh a model once a quarter, build a deck, and present numbers describing what had already happened. By the time anyone acted on the findings, the market had usually moved.
Most of those numbers also came from the ad platforms themselves, and every platform is built to claim credit. Add up what each channel says it drove and the total routinely lands at two or three times actual sales. The inflation is uneven too, so teams following those numbers in good faith end up moving budget in exactly the wrong direction.
The New Job is Running the Business
Three things have changed at once. Budgets now move weekly. Connected TV, retail media and offline carry serious budget but produce none of the clicks that traditional attribution depends on. And AI has collapsed the time between a question and an answer.
What marketers need now is measurement that runs continuously, tells them what their spend actually caused, and helps them act while the answer is still true.
What We Are Building
One Causal System. Incrementality testing, marketing mix modeling and calibrated attribution each answer a different question, and each has blind spots on its own. Inside Lifesight they work as a single system. Experiments establish what is causal, marketing mix models carry that into allocation across every channel, and attribution inherits the causal read for daily decisions. Marketers get one answer instead of three competing ones.
Agentic Measurement. Our agentic workflows watch continuously for the shifts that matter, explain what is driving them, and turn the finding into a recommendation a team can act on the same day. Every recommendation traces back to causal logic the marketer can see and question.
Open Methodology. Our research is reviewed by an independent Scientific Advisory Council, whose inaugural member is Dr. Ron Berman of The Wharton School. We are committed to publishing the methodology behind our models so that anyone can examine how our numbers are produced.
Skills for the People Using It. Better tools only matter if teams know how to operate them. Our free Unified Marketing Measurement Academy teaches causal and agentic measurement to marketers without a data science background.
Why This Matters Now?
The shift underway is from measurement as a report to measurement as an operating system for marketing decisions.
That raises the bar in two directions. The systems have to be faster, because decisions move faster, and more transparent, because more of those decisions are being made with the help of automation.
We believe the platforms that matter over the next few years will be the ones that get both right. That is what we are building at Lifesight.
Read the report. Available to Forrester subscribers or for purchase.
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