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For CMOs & VP Growth
You own the growth target and the budget behind it. Lifesight shows what your marketing adds, compares the plans you could fund, and has AI agents flag what changes between reviews.
CMO & VP Growth
The role
You’re measured on revenue and new customers. Platform-reported ROAS doesn’t count toward either.
You split finite money across brand, performance, retail media and the channels you haven’t proven yet.
Each planning cycle, you have to explain what marketing added and why the next plan deserves funding.
You have to keep acquisition costs in line as spend grows and each channel’s returns begin to flatten.
The questions
The approach
Understand contribution
Platforms report credit. Lifesight estimates what each channel added to the business, using a Causal MMM informed by geo incrementality tests. Your review starts from contribution, not clicks.
Plan the next period
Set the goal, the budget and the constraints you can’t move. Lifesight compares allocations on marginal return, showing where the next dollar is expected to do more and where a channel is nearing saturation.
Scale with evidence
When a channel looks promising but the evidence is thin, run a geo test sized to the decision. The result informs your next model, so the next plan starts from stronger evidence.
People + agents
You shouldn’t have to read ten dashboards to find out what changed. Lifesight’s AI agents watch the measurement, investigate what moved and bring you the finding, the evidence and a recommended next step. You make the call.
Budget opportunity
“Paid social is nearing saturation at current spend, and CTV shows headroom. Here’s a reallocation to review, with the forecast range.”
Portfolio summary
“Here’s what changed in incremental revenue this week, what drove it and the two items that need your attention.”
Budget-review prep
“I’ve drafted the quarterly review: contribution by channel, plan against delivery and the assumptions still open.”
Shared evidence
Your team, your analysts and Finance all work from the same causal evidence. You see the portfolio and the decision. Each of them sees the detail they’re accountable for.
Decisions
Customer story
Seidensticker (fashion and apparel)
Challenge
Each platform reported in isolation, and bigger seasonal budgets weren’t producing proportional revenue. Finance was questioning upper-funnel spend on channels such as Instagram and Criteo.
Decision
The team compared platform-reported ROAS with iROAS by channel, then used scenario planning to move budget toward stronger incremental performers. A geo experiment on Outbrain tested its value before the team scaled it.
Result
In July 2025, revenue came in 11.5% above the monthly target while ad spend came in 11.7% below the planned budget. After reallocation, forecasted iROAS rose 19.3%.
Lifesight estimates what each channel is adding and how returns change as spend increases. You can compare allocations against your growth goal, budget and constraints, and review the forecast range and assumptions behind each plan before committing to one.
Lifesight reports incremental revenue and iROAS by channel, separate from platform-reported credit. Financial views use the cost and margin assumptions you agree with Finance, so the discussion is about contribution rather than credited conversions.
Yes, where the data supports it. Causal MMM estimates contribution across online and offline channels, including effects that carry over after the campaign runs. Where a brand question is too big to settle from the model alone, a geo test can add direct evidence.
Models are checked three ways: their causal assumptions are explicit, their predictions are tested on held-out data, and experiment results inform the next model run. Your analysts can inspect the inputs, diagnostics and uncertainty behind each estimate.
Data connectors typically take days. An initial incrementality-adjusted attribution read usually follows in one to two weeks and an initial MMM in four to six weeks. Timing depends on data access, usable history and scope.
Ask Lifesight and AI agents take on much of the investigation and help draft the briefs your team would otherwise build by hand. Deployment and expert support are shaped around your program.
Platform reports show the credit each platform assigns itself. BI tools show what you put into them. Lifesight estimates what marketing added across the business and connects that to planning. We sell measurement, not media, so we have no inventory to favor.
