Accurately estimating how much extra revenue your marketing efforts bring in is crucial for making the best use of your budget. However, traditional methods often fall short because they don’t adapt well to changes in the market or your data. This can lead to overestimating or underestimating the true impact of your campaigns, which wastes money and reduces your ability to grow.

The improved iFactor algorithm solves this problem by using more dynamic data selections to give you more accurate estimates of the additional revenue your campaigns generate. This helps ensure your decisions are based on up-to-date and realistic numbers. It delivers more precise estimates of incremental revenue by adjusting to changes in your data. This allows you to get more reliable revenue predictions, even as conditions change.

### Key Benefits:
- Get more accurate incremental revenue estimates with real-time data.
- Adapt dynamically to market conditions for reliable forecasts.
- Make smarter decisions with accurate revenue projections.
- Optimize marketing budgets with real-time incremental insights.



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Improved iFactor algorithm

Product Updates

Get more accurate incremental revenue estimates based on dynamic selections.


Marketing campaigns usually have more than one goal. Whether you're trying to boost sales, increase customer engagement, or build brand awareness, keeping track of progress across multiple KPIs can get complicated fast. Many marketers struggle to monitor and adjust their campaigns effectively when juggling several objectives at once, which can lead to misaligned efforts or missed targets.

Our feature lets you effortlessly track multiple marketing goals across different KPIs. You can view progress in real time and assess how likely you are to hit your targets. This kind of insight ensures that every part of your campaign lines up with your overall marketing strategy.

![multi goals.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/multi_goals_d5ff75681b.gif)

By tracking the performance of multiple KPIs simultaneously—with detailed progress monitoring and forecasts—you can evaluate your marketing efforts as a whole. This helps you stay on course to meet all your diverse marketing objectives.


### Key Benefits:
- Track and manage multiple KPIs seamlessly.
- Get real-time progress insights for agile decision-making.
- Forecast goal achievement and make timely adjustments.
- Optimize resources across campaigns for maximum efficiency.





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Track multiple marketing goals

Track multiple KPIs, progress, and the probability of achieving your set goal to ensure you are on track to hitting your marketing goals.

In digital marketing, it's often hard to pinpoint exactly how each individual ad contributes to revenue and other goals. Marketers usually have to rely on broad insights, which makes it tough to fine-tune the specific ads that bring the most value. Without detailed metrics showing how much each ad adds, key performance indicators (KPIs) tied to both revenue and other outcomes become too general. This can lead to inefficient spending and missed chances to improve.

Our feature tackles this issue by providing detailed insights at the ad level. This means you can see the true impact of each ad, helping you make smarter, data-driven decisions. You'll be able to assess how much each ad contributes, improving your return on investment with precision.

![adlevel.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/adlevel_0ad3aa1984.gif)

Get access to detailed metrics that show the incremental impact of each ad on both revenue and non-revenue KPIs. This feature lets you see exactly how each ad contributes to your goals, so you can optimize performance down to the smallest detail.

### Key Benefits:
- Identify ads that contribute the most to incremental performance.
- Gain detailed metrics on both revenue and non-revenue outcomes.
- Maximize ROI by focusing on ads with the highest impact.
- Optimize performance with real-time, granular insights.





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Granular ad-level incrementality and marginal insights

View incrementality and marginal metrics down to the ad level for both revenue and non-revenue KPIs.


As the market keeps changing, keeping your marketing mix models (MMM) accurate is more important than ever. Marketers often face problems like "model drift," where models become less effective over time because they're based on outdated data. This leads to less accurate forecasts and wasted money. Traditional methods to recalibrate models can be time-consuming and might not keep up with fast-changing business goals.

By easily cloning and retraining your models with the latest experiment results, you can make sure your MMM stays relevant and aligned with your business goals. This seamless recalibration reduces the risk of your models becoming outdated and helps you make decisions based on the most current data.

![calibrate.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/calibrate_2850efafa2.gif)

You can quickly fine-tune or recalibrate your MMM models with new data inputs, keeping them accurate and reflective of recent performance. Whether you want to add the latest experiment results or completely clone and retrain your model, this feature ensures your models always match your current objectives.

###Key benefits:
- Maintain model accuracy with the latest data.
- Effortlessly recalibrate or retrain models without delays.
- Align models with current business objectives and strategies.
- Save time with quick model updates for faster insights.


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Fine-tune or recalibrate models seamlessly

Calibrate your model with the latest experiment results or clone and retrain your MMM models effortlessly to keep them aligned with your latest data and objectives.


Marketing teams often focus mainly on revenue when judging campaign success. However, other key performance indicators (KPIs) like orders, signups, or app downloads are also vital for understanding how effective a strategy is. The challenge is that measuring the true impact (incrementality) of these non-revenue KPIs can be tough with traditional marketing mix models (MMM) and attribution reports. Most existing solutions focus primarily on revenue, leaving other important actions under-optimized.

By enabling incrementality analysis for non-revenue KPIs, you can gain a clearer picture of what drives specific user actions. This valuable insight helps you develop more targeted marketing strategies that optimize for more than just revenue.

![non revenue kpi.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/non_revenue_kpi_c5f71f6cd5.gif)

The new feature lets you analyze the incremental impact of KPIs like orders and signups within your MMM and attribution reports. By quantifying how much these actions contribute, you can generate more actionable and comprehensive insights beyond just revenue metrics. This leads to better decision-making that aligns more closely with your broader business goals.

###Key benefits:
- Measure the true impact of marketing on non-revenue KPIs.
- Gain cross-channel insights to improve strategies beyond revenue.
- Optimize campaigns by analyzing diverse user actions.
- Make data-driven decisions with a full view of performance across KPIs.

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Incrementality for non-revenue KPIs 

Optimize your signups, leads, and other non-revenue metrics with incrementality factor.

As we head into Q4, the push for holiday campaigns and year-end goals is ramping up. At Lifesight, we're excited to share September's product updates to help you make the most of this critical season! 

Here’s what we’ve been working on, let’s deep-dive into it:
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### Optimize Campaign Performance for Non-Revenue KPIs

Track and optimize non-revenue KPIs like Signups, Leads, Orders, and Add to Carts seamlessly across all digital channels. View insights like iFactor, incremental, and marginal returns, and get a standardized view of all non-revenue KPIs in a single dashboard, enabling data-driven decisions.

Click here to [learn more](https://www.lifesight.io/newsroom/optimize-campaign-performance-non-revenue-kpis)

![Product Updates (5).png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Product_Updates_5_919c02a0ce.png)

### Visualize Conversion Carryover Effect
The new “Time to Conversion” chart offers detailed insights into how conversions are distributed over time across marketing channels, helping balance investments between immediate and long-term conversion goals.

Click here to [learn more](https://www.lifesight.io/newsroom/visualize-conversion-carryover-effect)

![Product Updates (1).png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Product_Updates_1_e9d059a0dc.png)

### Validate Budget Recommendations with mROAS & mCPA
View Marginal ROAS (mROAS) and Marginal CPA (mCPA) for revenue and non-revenue KPIs to optimize media spend based on channel saturation. Understand the cost efficiency of the next dollar invested for more effective spend allocation.

Click here to [learn more](https://www.lifesight.io/newsroom/validate-budget-recommendations-mroas-mcpa)

![Product Updates (2).png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Product_Updates_2_d8af8c8977.png)


### Hierarchical Models for Granular Tactic Insights
Hierarchical models provide detailed performance insights by breaking down a main MMM model into secondary models, focusing on specific channel tactics while excluding baseline factors. This allows for precise estimation of the contribution and iFactor of each tactic.

Click here to [learn more](https://www.lifesight.io/newsroom/hierarchical-models-granular-tactic-insights)

![Product Updates (3).png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Product_Updates_3_990d516572.png)


### Klaviyo Integration for Enhanced Engagement Tracking

Integrate with Klaviyo to automatically get email opens, SMS clicks, and other engagement metrics. Sync segments back to Klaviyo for enhanced user engagement, while feeding this data into your MMM for more accurate modeling and optimization.

Click here to [learn more](https://www.lifesight.io/newsroom/klaviyo-integration-engagement-tracking)

![Product Updates (4).png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Product_Updates_4_25ca9564e1.png)

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### What’s more?

- **Transparent Algorithmic Weightage -** View algorithmic weights calculated via click multipliers or data-driven attribution models for enhanced transparency.
- **Visualize Seasonality Handling in MMM -** New charts display how seasonality, trends, and holidays are accounted for in the MMM model for more accurate forecasting.This helps marketers forecast more accurately by selecting the right base period.
- **Data Refresh Timestamp Tracking -** Visual indicators show the latest refresh timestamps for platform and attribution data to ensure accuracy.
- **Archive Scenario Plans -** Archive, restore, and delete scenario plans within the Planner to keep your workspace organized and focused.
- **LTV/CAC -** The attribution dashboard now displays the LTV/CAC ratio, enabling marketers to easily assess customer profitability and optimize acquisition efforts.
- **Interaction Effects Flagged by MMM -** MMM models now flag tactics with high interaction effects to prevent inaccurate optimization recommendations.
- **Track Multiple Goals -** Track performance on multiple KPIs (revenue and non-revenue) within the Goals tracker using different default scenarios.
- **Improved Planner Interface -** Non-causal channel constraints are restricted in planning scenarios for enhanced forecast accuracy.
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That's a wrap for September! We've got some exciting new features rolling out next month. Stay tuned!

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September Updates: Non-Revenue KPIs, Carryover Effect, Marginal metrics, Klaviyo integration

More granularity, accurate predictions, and effective & seamless planning to hit your marketing goals.

Hierarchical models provide detailed performance insights by breaking down a main MMM model into secondary models, focusing on specific channel tactics while excluding baseline factors. This allows for precise estimation of the contribution and iFactor of each tactic.

![Hierarchical model.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Hierarchical_model_a354f132b8.gif)

###Key benefits:

- Gain granular insights into specific tactics within broader marketing channels.
- Improve MMM by accounting for multiple channels and tactics simultaneously.





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Hierarchical Models for Granular Tactic Insights

View granular insights into specific channel tactics to make better media optimization decisions.

Track and optimize non-revenue KPIs like Signups, Leads, Orders, and Add to Carts seamlessly across all digital channels. View insights like iFactor, incremental, and marginal returns, and get a standardized view of all non-revenue KPIs in a single dashboard, enabling data-driven decisions.

![Non-revenue KPIs.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Non_revenue_KP_Is_b4673ffdd3.gif)

###Key benefits:

- Track non-revenue KPIs across multiple platforms with standardized naming conventions.
- Access a unified view of both revenue and non-revenue metrics for better investment decisions.
- Monitor non-revenue KPIs using goals to track progress towards key business objectives.
- Optimize media spends with iFactor, mCPA, and iCPA metrics from MMM for better performance.








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Track Non-Revenue KPIs

Optimize non-revenue KPIs like Signups, Leads, Orders, and Add to Carts

The new “Time to Conversion” chart offers detailed insights into how conversions are distributed over time across marketing channels, helping balance investments between immediate and long-term conversion goals.

![Time to Conversion.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Time_to_Conversion_4607e91aa9.gif)

###Key benefits:

- Understand the immediate and carryover effects of each channel.
- Optimize media investments based on both short-term and long-term return goals.
- Tailor strategies for different channels (e.g., immediate effects for Google BOF campaigns vs. long-term carryover for TV campaigns).








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Visualize Conversion Carryover Effect

Understand how channel spend impacts conversions over time.

View Marginal ROAS (mROAS) and Marginal CPA (mCPA) for revenue and non-revenue KPIs to optimize media spend based on channel saturation. Understand the cost efficiency of the next dollar invested for more effective spend allocation.


![mROAS.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/m_ROAS_a4c565c6bd.gif)

###Key benefits:

Uncover growth opportunities by using marginal returns.
Optimize media spend by forecasting the next most efficient investment.
Get transparency into budget recommendations by viewing channel saturation.








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Validate Budget Recommendations with mROAS & mCPA

Get more transparency into channel media spends allocation with marginal metrics

Integrate with Klaviyo to automatically get email opens, SMS clicks, and other engagement metrics. Sync segments back to Klaviyo for enhanced user engagement, while feeding this data into your MMM for more accurate modeling and optimization.

![klaviyo.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/klaviyo_e092ddf8dc.gif)

###Key benefits:

- Sync engagement data from Klaviyo for better analysis.
- Automatically update your MMM models with the latest engagement metrics.
- Improve campaign optimization by incorporating user engagement insights from Klaviyo.






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Klaviyo Integration

Sync segments and track email engagement metrics

Slice and dice your data and insights across any metrics and dimension to understand and compare trends. Uncover hidden patterns and insights at a granular level by drilling down with our new filter options.

![Detailed attribution analysis chart.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Detailed_attribution_analysis_chart_0737b0c097.gif)

###Key Benefits:

- **Unlock granular incrementality insights:** View trends across channels to better understand what's driving results.
- **Find hidden patterns:** Compare metrics at a granular level across dimensions to unlock hidden insights



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Improved Attribution Analysis chart

View trends & compare metrics across any dimension

Refreshing your MMM with new data is an important part of the model improvement process. Your model will reduce accuracy (model drift) over time and data refreshes help it regain accuracy with the latest data. Our upgraded refresh insights help you track improvement in your model's accuracy.

![MMM Refresh insights.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/MMM_Refresh_insights_30f9d64146.gif)

###Key Benefits:

- **Get granular optimization recommendations:** Make scale, reduce, maintain and stop decisions based on your target KPI
- **Filter by decision recommendations:** Quickly filter and view line items by decision type.




Upgraded MMM Refresh Insights

Improve your MMM model accuracy based on your latest data.

Optimize your campaigns at a granular level with decision recommendations. This feature lets you set your target KPI and generate real-time causal attribution powered scale, reduce, maintain and stop decisions.

![KPI-attribution-recommendations.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/KPI_attribution_recommendations_707bb7b044.gif)

###Key Benefits:

- **Get granular optimization recommendations:** Make scale, reduce, maintain and stop decisions based on your target KPI
- **Filter by decision recommendations:** Quickly filter and view line items by decision type.




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Target KPI based Recommendation

Get granular recommendations based on your target incremental KPI

You have built your models, forecasted your scenarios, and made your decisions, now what? Introducing our new goal-tracking feature which is our built-in marketing GPS to ensure you are on track. See if your marketing decisions are performing as forecasted towards your goals and take course-correction measures if needed.

![Analyze > Goals_v2.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Analyze_Goals_v2_c67df92551.gif)

###Key Benefits:

- **Track your goal progress:** View weekly forecasted vs actual insights
- **Identify course-correction signals:** Estimate your probability of hitting your goal & take action
- **Monitor budget pacing:** Track your actual vs planned spend and revenue across all channels






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Goals and Budget Tracking

Track your marketing performance progress

Optimize your campaigns with real-time recommendations based with our upgraded causal attribution feature. Get recommendations at a granular level so you can make decisions that drive true ROI.

![causal attribution.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/causal_attribution_9f2725bc46.gif)

###Key benefits:

- **Optimize with causality:** Make granular decisions based on real-time incrementality-adjusted reports
- **Granular causal attribution:** Optimize your campaigns with incrementality insights at a granular level.





Causal Attribution

 Calibrate your platform reports with an Incrementality Factor

Summer is heating up, and we've got some cool new updates that will help you level up your marketing. 

Here’s what we’ve been working on, let’s deep-dive into it:


## Go beyond just channels, and start measuring campaign level incrementality
Gain granular strategic campaign-level insights based on incrementality using MMM - enabling media buyers to accurately assess the effectiveness of each campaign and make calculated decisions. 

![MMM Campaigns tab_720p_50fps.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/MMM_Campaigns_tab_720p_50fps_6d7ffccfe9.gif)




## Forecast your marketing outcomes
Marketers can now visually forecast various marketing outcomes and make predictions across revenue, orders, leads and more, for up to a quarter in advance - enabling marketers to make smarter media optimizations.

![Forecast chart_720p_50fps.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Forecast_chart_720p_50fps_7470979dd1.gif)




## Get actionable plans to hit your marketing goal, in just a few clicks

Our updated planner allows marketers to translate any business/marketing KPIs such as Budget, Revenue, ROAS etc into goals and enables them to achieve it with an actionable marketing plan in just a few clicks.

Want to now how to hit your goals?[ Speak to us](https://www.lifesight.io/demo)
![KPI_720p_50fps.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/KPI_720p_50fps_1155bbc13e.gif)




## What’s more?

**Optimize hundreds of campaigns and channels in a media mix** with our new and enhanced recommendations feature that automatically recommends strategic as well as tactical optimizations to your running ad campaigns. It also makes recommendations to run new experiments based on preferred media plan forecasts.

**Improve data accuracy & reduce signal loss** across browsers using our latest domain proxy SDK that improves data collection accuracy by leveraging the advantages of first-party data.

**Bring in your Facebook lead-form’s data into MMM**. Our latest native integration with Facebook Lead Forms automatically captures form submissions and profile details. This helps improve cost-per-acquisition (CPA) calculations - saving time, reducing data-sync errors, improves workflow efficiency and enables marketers to have a holistic view of marketing outcomes in a single dashboard.

**Introducing Workspaces!** Seamlessly manage multiple Lifesight accounts from a single view - enabling multi-brand conglomerates, house of brands, global businesses and agencies to manage multiple Lifesight accounts in a more organized and secure manner.

That's a wrap for July! We've got some excited new features rolling out next month. Stay tuned!

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July Updates: Campaign level MMM, Forecast marketing outcomes and more

We are almost at the halfway mark of 2024 and we're ringing in our June feature updates that will improve your measurement toolkit and workflow! Let's explore!

## Validate your MMM predictions
A marketing mix model's prediction ability is only as good as the data and modeler. It has to be consistently validated and calibrated to ensure its forecasting accuracy is improved and maintained. Our MMM validation insights provide you with a clear validation of the model's accuracy.

With MMM validation insights, you can
- Validate your marketing mix model's accuracy by setting aside data during the validation period
- Identify discrepancies and accuracy consistency with iterative backtesting.
- Improve and maintain your model's accuracy with optimization recommendations.

![Validation Tab.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Validation_Tab_f2bb956095.gif)
## Calibrate Platform Reports with an Incrementality Factor
Everyone knows that incrementality is the most important factor in measurement and that doing granular optimizations has always been a challenge with MMM.

You can now use your MMM to generate an incrementality factor or multiplier that can be used to bridge the incrementality gap of your platform reports by adjusting them with the incrementality factor or multiplier.

With an incrementality factor, you can

- Improve the accuracy of your platform reports by adjusting or calibrating your metrics with the multiplier
- Confidently make scale, reduce, hold, or kill optimization decisions at the most granular level
- Automatically get real-time optimization insights and recommendations based on incrementality.

![ScreenShot Tool -20240618115036.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240618115036_ba0a7789bb.png)

## Understand the impact of ads beyond clicks with view-through attribution modeling

Introducing VTA, an attribution modeling solution that enables you to attribute conversions to ads that were viewed but not clicked, which provides a more holistic understanding of ad performance.

It captures platform metrics and utilizes machine learning models to predict views of ads by profiles who converted.

With VTA, you can

- Capture the full customer journey by attributing conversions to ads even when users don't click them
- Understand the performance of your display/video ads by identifying how they contributed to conversions
- Improve the accuracy of your attribution of credit and optimization by including view-through metrics

![VTA.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/VTA_5a8856d522.gif)

## Utilize Amazon Ads data in your measurement
Integrating your Amazon Ads data into your reporting and modeling is now easier with a native integration. Collect and ingest Amazon Ads data in your Lifesight workspace simply by logging into your account and providing access.

With the Amazon Ads integration, you can

- Centralize and unify your Amazon Ads metrics like conversions, CPA and ROI with other marketing reports.
- Automatically utilize Amazon Ads data as a feature in your marketing mix modeling
- Optimize your campaigns based on Amazon sales data and understand the impact of Amazon ads across other sales channels.

![Amazon Ads.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Amazon_Ads_e855c11292.gif)
## Track Conversion Times Across Tactics
Get insights into how long it takes for users to convert after being exposed to your ads.
With conversion time tracking, you can

- **Average Time to Conversion**: See the typical time it takes for users to complete a desired action, like making a purchase or signing up, after landing on your website from a specific ad channel.
- **Conversion Rates**: Determine which channels are most effective at turning visitors into customers.
- **Percentiles**: Discover the range of conversion times to better understand user behavior

![ScreenShot Tool -20240618114114.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240618114114_088246ef9d.png)

## Flag Tactics that Require Testing to Improve Accuracy

There will always be some gaps in your MMM accuracy and so you have to launch tests to get more accurate reads that is closer to the ground truth. To help flag tactics that require incrementality testing, our causal flag feature automatically validates your data points and provides recommendations to run tests.

![ScreenShot Tool -20240618114613.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240618114613_f10fd225a1.png)

That's a wrap for the first half of 2024! We have some great features coming to you in the 2nd half that will be game-changing features that will leapfrog your competition and drive sustainable growth in 2024.




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June Updates: MMM Validation Insights, Incrementality Adjusted Reporting, View Through Attribution Insights

From powerful upgrades in our MMM and MTA modules to new integrations, learn how our latest product updates level up your marketing measurement game. Let’s jump in!

## Easily bring your data in with our native Criteo integration

Introducing our integration with Criteo, a world-class Commerce Media Platform that empowers brands to drive sales and maximize ROI through targeted ads. If you're already advertising with Criteo or considering it, this integration is for you: 
![Criteo Ads.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Criteo_Ads_aa06fc6f71.gif)

- **Data Integration**: Easily transfer key data like historical spend, clicks, and impressions to our attribution and MMM modules for precise campaign tracking and analysis.
- **Campaign Performance Insights:** Access Facebook Ads performance data directly on the Attribution dashboard for actionable insights that help gauge campaign success.
- **Measure incremental impact:** Using our MMM, measure the incremental lift Criteo brings as a marketing channel and optimize your marketing strategy to drive better ROI.

## Analyze non-purchase actions in Conversion Analysis

Explore user interactions more deeply with our enhanced Conversions tab on the Attribution Dashboard. Previously limited to only revenue metrics, this feature now goes beyond tracking purchases to provide a comprehensive view of user behavior.
![ScreenShot Tool -20240509205914.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240509205914_d019fc81b7.png)
Get a detailed breakdown of conversions with enhancements in the MTA module:

- **Track non-purchase events:** View detailed analytics on conversion events, such as page visits, add-to-cart actions, form submissions, sign-ups, and initiated checkouts.
- **Event-specific breakdowns**: Obtain granular insights, including the most frequently visited pages, and top products added to the cart.
- **Channel Insights:** Gain insights into which channels are driving the visits and conversions.

[Learn more about this👉]( https://help.lifesight.io/en/articles/9305946-conversions-tab)

## See how the metrics progress with Trend Lines

Discover deeper insights into marketing metrics with our new trend line charts on the Attribution dashboard. This helps you visualize how specific metrics evolve over time, by identifying trends, seasonal behaviors, and correlations between different metrics. 

![Charting.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Charting_ecb068409a.gif)

Use this feature to monitor the effectiveness of promotions, track revenue versus spend, or analyze the performance of various marketing campaigns. It's also perfect for comparing performance across different periods, like assessing holiday sales from year to year.

[Learn more about this 👉](https://help.lifesight.io/en/articles/9305935-trendline-in-attribution)

## Understand your MMM better with Model Insights

Introducing the new Model tab in MMM that helps you gain better insight into your modeled data and also allows gives you the power to compare models side-by-side. Here’s a detailed breakdown of what Model Insights has to offer:

![ScreenShot Tool -20240509210622.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240509210622_4df034e738.png)

## Master accuracy with NRMSE and Estimation error (%)

These metrics use past data to check how accurate our model are, ensuring they fit well and give reliable results. This transparency lets you see clearly what's influencing the model.

- **Normalized Root Mean Square Error (NRMSE)**: This metric helps you gauge the accuracy of our models by showing the average difference between predicted outcomes and actual results.

- **Estimation Error (%):** This metric shows the percentage difference between predicted values and actual outcomes, helping you gauge the accuracy of your predictions. It allows you to evaluate the model's effectiveness over various time periods, ensuring it accurately captures seasonal and trend patterns in the data.


## Decode short-term returns and long-term impact

![ScreenShot Tool -20240509210846.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240509210846_9d0ea82750.png)

- **Ad Stock Curve:** This graph highlights the lasting impact of your marketing campaigns, particularly from offline campaigns that influence consumer behavior over an extended period.  It shows how past advertisements continue to influence current sales, including the lag and decay effects of ad spending.
- **Saturation Curve:** This graph displays the shape and slope of the saturation curve, allowing you to see the benefits of spending more on marketing decrease over time. By examining current spend levels, you can determine the marginal utility for the platform. This information is also integrated into the budget optimizer and planner to help you make smart spending decisions.


## Cover the immediate impact and deferred benefits of ads

![ScreenShot Tool -20240509211304.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240509211304_5c13a046d1.png)
- **Immediate Contribution**: This chart helps you measure the direct impact of your advertising spend within the same period it occurs.
-  **Carryover Contribution:** Understand the ongoing benefits of your advertising, as this tool tracks the residual effects that help boost revenue beyond the initial ad exposure period. This is essential for strategies that rely on sustained brand awareness or recurring campaigns.


## Visualize ad impact and KPI alignment with MMM Insight tab

This section has been revamped for you to track and align your total spend with core KPIs, analyze how different channels contribute to your success, and visually match your efforts against industry trends. 
![ScreenShot Tool -20240509211452 (2).png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240509211452_2_bd98bbb575.png)


- **Total Spend & KPIs:** Track your total marketing spend alongside baseline and incremental KPIs.
- **Contribution Analysis**: Understand the contribution of different marketing channels on specific business outcomes with the new 'Share of Spend vs. KPI with Incremental ROAS' feature.
- **Incremental Revenue Trends:** Visualize how your marketing efforts compare against the category trends, providing a clear picture of what’s driving your KPIs.

Tap into the complete power of our latest MMM features [here👉](https://help.lifesight.io/en/collections/6394475-marketing-mix-modeling)

## Other Enhancements

- **UI enhancements**:We've streamlined the UI, particularly the correlation matrix, improving navigation with clearer spacing and better scrollability.
- **Paid-only toggle**: Focus exclusively on paid channels with our new toggle, ideal for brands that rely on paid media for accurate attribution. This simplifies your analysis by excluding non-paid interactions.

The enhancements we've introduced this month—from deeper analytical capabilities in MMM to advanced visualizations in attribution and our Criteo integration—are crafted to empower your decision-making processes with even greater precision and insight.  Keep an eye on this space for more!



May Updates: Criteo Integration, Improved Conversion Analysis & MMM Insights

Newly added accuracy tools and comprehensive ad impact analysis for better strategic decisions

The second quarter of the year is off to a great start, and it's only going to get better with the suite of updates designed to enhance our platform, making it more intuitive, insightful, and impactful.

This round of release introduces advanced visualization for immediate impact assessment, refined budgeting controls, and more precision in your Causal Inference model. Let's get into the details: 

## Spend wisely with Smart Budget Modes

Take command of your marketing budget with "Smart Budget Modes". This feature simplifies budget allocation, allowing you to automatically set up budget constraints with three strategic modes: Conservative, Moderate, and Aggressive. 

This will help you automate budget utilization thresholds based on the nature of your campaign  across platforms, instead of you having to set them up manually. Our Smart Budget Modes take your historic spend, seasonality, and ROAS trends into account to set the constraints — so that you get the best possible ROI from your budget.

![Moderate Aggresive Manual.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Moderate_Aggresive_Manual_148c890b2d.gif)

[Discover the full potential👉](https://help.lifesight.io/en/articles/8948105-how-to-access-scenario-planner-and-create-a-plan)

## Causal Inference gets an upgrade

The newest enhancements to our Causal Inference model include data normalization and automated relationships.

Data normalization cuts down the noise from outliers and anomalies in the input data, making the model's findings robust and more accurate.

Whereas, automated relationships take the manual work out of defining the default and forbidden relationships in your Causal Inference models every time, making the entire process of building models in Lifesight faster and easier.

![Relationship.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Relationship_71bfd3830a.gif)
[Learn more about this👉](https://help.lifesight.io/en/articles/8948037-how-to-build-a-causal-inference-model)

## Visual refresh in MMM configuration

We've revamped the UI for our MMM configuration, making the impact of adstock and saturation settings more transparent. Now, you get real-time visual comparisons of your inputs and their effects: the Adstock curve illustrating the diminishing impact of ad exposure over time, and the Saturation curve depicting the diminishing marginal returns as ad exposure increase.
![Ad stock Live Plots.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Ad_stock_Live_Plots_719501878e.gif)

[Explore this feature in detail👉
](https://help.lifesight.io/en/articles/8450518-creating-a-model)

### 🗒️Feature enhancements and lots of them!

**See who's checking out 🛒**
Our Checkout tracking feature for Shopify stores captures every key event, from initiating checkout to completing a purchase. This granular view into the checkout process opens up spots for optimization, helping you refine your sales funnel for better conversion rates.

**Data refresh with Google Sheets 🌐**

We understand the importance of up-to-date data in making swift decisions. Our new Google Sheets Refresh feature allows you to set the frequency of data updates, ensuring your analytics are always based on the latest information. Whether you're adjusting strategies daily, weekly, or monthly, your data will keep pace.

![ScreenShot Tool -20240409174248.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240409174248_bc371790aa.png)

 **Groups added to Rules & Labels ♻️**
This trio makes sense of the chaos by categorizing and tagging UTM parameters with ease. 
Now with the newly added grouping feature, consolidate multiple entries under a unified category without altering their names. Custom rules now come with the added ability to group similar entries under a unified category. This means less time sifting through data and more time leveraging clear, actionable insights.

![ScreenShot Tool -20240409175838.png](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Screen_Shot_Tool_20240409175838_2ee4fadeac.png)

**Lifesights unified measurement approach keeps getting better**

These updates are for keeping our approach to measurement sharp and forward-looking. With each release, we're not just aiming to meet current needs but to anticipate future trends. Stay tuned for more powerful additions to Lifesight—we are working on bigger ones this time.



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April Updates: Smart Budget Modes, Upgrades to Causal Inference and More

Powering up marketing measurement with upgrades that make it easier to build models and improve forecasting accuracy.

Lifesight, a leading unified marketing measurement and optimization platform has a new technology partnership with Google Cloud. This collaboration marks a significant milestone for Lifesight and opens up new possibilities for Google Cloud customers to easily purchase and integrate Lifesight’s measurement capabilities through [Google Cloud Marketplace. ](https://console.cloud.google.com/marketplace/product/lifesight-measurements-public/lifesight?hl=en)

With this integration, Google Cloud customers can now automate data ingestion from BigQuery into Lifesight's unified marketing measurement platform for Marketing Mix Modeling & Causal Decisioning to improve incremental outcomes.

Lifesight has worked with Google Cloud for a few years to innovate in data analytics, customer intelligence, and marketing measurements. Today, they have explored efficient and scalable ways to infuse data analytics, machine learning, and AI into Lifesight’s Unified Marketing Measurements platform with the goal of transforming how enterprise businesses measure and optimize marketing ROI.

With Google Cloud as a trusted partner from the beginning, the confluence of Lifesight's platforms and Google Cloud’s Vertex AI models aims to put AI capabilities in the hands of hundreds of businesses, enhancing  — enhancing marketing measurement in the privacy-first world.


>“We’re excited to build on our momentum with Google Cloud by uncovering areas where we can apply Google Cloud’s AI technologies and shape the next-gen AI-driven marketing measurement and optimization platform,” said Anil Singh, Chief Technology Officer at Lifesight.


>“Bringing Lifesight to Google Cloud Marketplace will help customers quickly deploy, manage, and grow the unified marketing measurement platform on Google Cloud's trusted, global infrastructure," said Dai Vu, Managing Director, Marketplace & ISV GTM Programs at Google Cloud. “Lifesight can now securely scale and support customers on their digital transformation journeys.”

This partnership will allow Google Cloud customers to leverage Lifesight's unified marketing measurement & optimization platform for:

**Budget & Campaign Optimization:** Use Multi-Touch Attribution, MMM, and Incrementality Testing together to optimize your media spend across all channels and reduce ad waste.

**Scenario Planning & Forecasting:** Build optimal marketing scenarios & plans with precision to maximize your ROI and eliminate guesswork when it comes to media planning.

**Marketing Impact Assessment:** Start working collectively towards the right business KPIs and get a complete view into marketing activities that drive incremental revenue.

To learn more about our integration with Google Cloud you can visit our app listing [here](https://console.cloud.google.com/marketplace/product/lifesight-measurements-public/lifesight?hl=en). 

**About Lifesight**:

Lifesight is a unified marketing measurement platform designed to help modern marketers make better decisions. We unlock the full potential of your marketing, business, and customer data with our AI-powered marketing measurement suite that leverages universal attribution, marketing mix modeling, and Incrementality Testing to triangulate the truth of your marketing impact. Our platform offers actionable insights and recommendations so you can make optimal decisions and work collectively as a team toward your business KPIs.


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Lifesight Expands Partnership with Google Cloud to Evolve Marketing Measurement

Press Releases

Lifesight expands Partnership with Google Cloud to evolve Marketing Measurement with AI; Now Available on Google Cloud Marketplace

Our latest product updates make it easier for marketers to integrate all their data sources with Lifesight, declutter their view in the attribution dashboard, and improve the cause and effect relationships between factors of influence for our Causal Inference models.

Let’s deep-dive into it:

## Custom API: Enhancing data integration and insights

Want to integrate a data source with Lifesight but don’t see it in our list of native integrations? Introducing Custom API. Here's what it brings to your marketing efforts:

- Effortless integration: With Custom API, you can bring in data from any of your sources into Lifesight without writing a single line of code.
- Enhanced customer journeys: Once you bring all your marketing data in and our platform stitches all the data together and provides you with a comprehensive view of your customers journey.
- Superior attribution data: Get accurate data insights for attribution, ensuring you know precisely how your marketing efforts contribute to your goals.

[Know more 👉](https://help.lifesight.io/en/articles/9042256-integrating-with-custom-apis)

## Decluttering data into actionable insights with Rules and Labels

When dealing with a lot of marketing channels, the flood of UTM parameters can lead to a confusing mess of data, making it tough to figure out what's actually working. The Rules and Labeling feature enables users to locate, categorize, and tag various UTM source, medium, and campaign identifiers. 

Instead of dealing with data chaos on your attribution dashboard, you get insights that are easier to manage and ready to use. Here's how it elevates your data strategy:

- Automated Tagging and Categorization: By setting predefined rules, marketers can automate the process of tagging and categorizing UTM parameters. This ensures that data from similar sources, mediums, or campaigns is grouped together, making it easier to analyze. 
- Smart Conditional Logic: Implement rules based on "if/then" scenarios to streamline your data further. This means you can automatically filter out irrelevant data or highlight the traffic sources that matter most to your strategy.
- Precision with custom rules: Set traffic attribution to your needs, filter out unwanted sources for clearer insights, and use custom labels. This streamlined approach ensures your data is both clean and detailed, enhancing your understanding of audience engagement.
[
Know more 👉](https://help.lifesight.io/en/articles/9042192-rules-and-labeling)

## Enhancement: New additions in Causal Inference

- Relationships: Users can now easily set up relationships between variables when creating a model. These represent possible causal connections that could exist between two variables. You can choose which relationships to include or exclude, focusing your analysis on the causal connections that matter most to your goals. This allows you to refine the model and focus on the causal connections that are most relevant to your inquiry.

- Rediscovery: Post-model insight generation, you have the option to revisit and adjust these relationships, fine-tuning your model's accuracy and relevance continuously.

[Know more 👉
](https://help.lifesight.io/en/collections/8386040-causal-inference)


With these enhancements, your marketing models are not only more reflective of your specific hypotheses but also provide deeper, actionable insights.

And there you have it, that was all from our side this month! Expect these enhancements to eliminate tedious data tasks and enhance the clarity of your choices. We'll return with more innovations and enhancements next month. 

Stay connected!


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March Product Updates: Custom API, Rules, Labels, and More

Discover how Custom API, Rules, Labels, and enhancements to Causal Inference empower quick decisions and clear insights.

Sometimes, outcomes have more going on behind them than we initially see. In the realm of marketing, determining the effectiveness of our strategies versus attributing successes to mere luck is essential. Lifesight's Causal Inference comes in as a game-changer, helping marketers cut through the clutter of data to understand the real reasons behind their results.

Lifesight Causal Inference utilizes observational data with Causal AI techniques to move us past the usual number-crunching, giving us clear insights into what's actually causing our outcomes, and addressing the critical need for marketers to distinguish between mere correlations and genuine causality in their strategies.

## Understanding the power of Causal Inference

Causal Inference cuts through the clutter of traditional analytics, providing clear, evidence-based answers to critical marketing questions. With Causal AI at its core, it brings a new level of clarity and reliability to decision-making by:

Ensuring outcomes are easily understood right from the start, thanks to its inherent explainability. This means marketers can see exactly why and how their actions lead to specific results.
Allowing for the integration of historical business knowledge directly into the data analysis process, creating models that are not only precise but also highly adaptable to various scenarios.
Moving beyond mere predictions to enable a deeper exploration of the cause-and-effect relationships, thereby enhancing strategic decision-making.

## Lifesight’s approach to Causal Inference
Lifesight simplifies Causal Inference into a streamlined three-step process:

- Data collection and integration: Begins by gathering relevant data and merging it with business insights. This crucial first step grounds the analysis in real-world context and data patterns.

- Causal analysis works in two phases:

**Discovery**: Uses observational data to uncover causal links, visualized through a directed acyclic graph (DAG). Lifesight's DECI framework applies a mix of algorithms to craft a graph that reflects both data and theoretical assumptions, pinpointing the true causal connections.

**Estimation**: With the causal relationships mapped, the next phase quantifies their effects. Using the DAG, Lifesight estimates the average impact of different actions or treatments, providing a clear view of their effectiveness.

**Insightful Reporting**: The final step presents the findings, focusing on the average effects of actions to inform strategic decisions. This approach not only identifies but also measures the impact of various strategies, offering actionable insights.

![Causal Inference - DAG.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Causal_Inference_DAG_9db6164c4f.gif)

By condensing causal discovery and estimation into a coherent workflow, Lifesight delivers precise causal insights, enabling businesses to make decisions grounded in a detailed understanding of how their actions influence outcomes.

## Transforming insights into quick actions

Causal Inference streamlines decision-making, reducing risk by clarifying cause-and-effect, enhancing efficiency without the need for costly experiments, and deepening insights with explorative "what if" scenarios-

- **Optimized budget allocation**: Determine the most effective way to distribute marketing spend across channels for maximum ROI.
- **Channel mix identification**: Identify which aspects of a campaign are driving desired outcomes and adjust strategies accordingly.
- **Strategic planning**: Use causal insights to plan future marketing efforts, ensuring that strategies are both innovative and grounded in data that predicts success.

## The path forward
Lifesight's Causal Inference is designed to be user-friendly, integrating seamlessly with existing marketing measurement tools. Starting with the critical inputs of data and business knowledge, marketers can easily create models by uploading data, setting parameters, and letting the system uncover the causal relationships that matter most to their business objectives.

[Learn more](https://help.lifesight.io/en/collections/8386040-causal-inference)




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Uncover the Why behind the buy with Lifesight's Causal Inference

Know the cause and effect to reveal impactful influences on your results

For marketers, making trade-off decisions is part of the daily routine—whether it's deciding on the right marketing channel or picking the next audience segment to focus on. Balancing the choices wisely is what turns good campaigns into great ones. Lifesight's newest feature, the Scenario Planner, is a strategic foresight designed to help marketers make these decisions with ease, mitigate risks, and uncover innovative opportunities to stay ahead.

## But first things first- know the concept behind

Scenario planning—a way to explore and prepare for multiple future possibilities that lay the foundation for a smart innovation strategy. It builds on trend analysis and forecasting to imagine future potentials, enabling you to create strategies that are adaptable, responsive, and resilient. 

Scenario planning empowers you to mentally simulate every campaign possibility, guiding you to select the optimal strategy. It offers confirmation on your budget distribution, identifies the most effective channels to engage, and forecasts potential conversion rates or KPI outcomes for each channel, ensuring your decisions are both strategic and data-driven.

## Developing strategic foresight

The Scenario Planner , is your new strategic partner, designed to tackle these challenges head-on with several key benefits:

- **Strategic Budget Allocation**: By synthesizing insights from Marketing Mix Modeling, the Scenario Planner provides clear, actionable recommendations for optimizing your marketing spend across channels for maximum ROI.
- **Unified Insights**: By offering strategies for integrating various data sources, the Scenario Planner gives you a 360-degree view of your marketing efforts, enhancing decision-making.
- **Proactive Strategy Adjustments**: With early warnings about potential issues, you can pivot your strategies before facing any significant setbacks.

## Implications: From planning to performance

Imagine you're planning your quarterly marketing strategy. You have multiple channels to consider, each with its own set of variables and unknowns. Here's where the Scenario Planner shines:

- **Creating multiple scenarios** :You can explore up to five different strategies, tweaking variables like budget allocation, target CPA, or platform constraints, without affecting live campaigns.
- **Seeing immediate impact** :Visualize the potential outcomes of each scenario through intuitive graphs and insights, making it easier to compare options and make informed decisions.
- **Streamlining decision-making** : Once you've identified the most promising strategy, implementing it is just a matter of applying the insights provided by the Scenario Planner.

## Wrapping It Up

With the Scenario Planner, we're providing a new way to approach marketing strategy—a way that's smarter, more integrated, and outcome-focused. Whether you're looking to optimize your budget, streamline your planning process, or simply gain a clearer understanding of your marketing efforts, the Scenario Planner is designed to help you achieve your goals with confidence and clarity.

To get started, head to the[ Scenario Planner help article]( https://help.lifesight.io/en/articles/8952772-scenario-planner)!



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Craft campaign with confidence with Lifesight Scenario Planner

Craft precise marketing strategies and plans to maximize ROI efficiently

We want to drive more confidence in every marketer's decisions and it’s a no-brainer that centralizing strategic insights simplifies the decision-making process. In our latest release, we bring to you Lifesight recommendations—a tool to give actionable insights to refine your ad planning strategies. It synthesizes data from Marketing Mix Modeling, Experiments, and Multi-Touch Attribution, offering a comprehensive understanding of the campaign's effectiveness.

## Understanding tailored recommendations for marketing optimization:

Now, why should you use recommendations? 

Marketers often need help with disparate data sources, the complexity of analyzing cross-channel performance, and the pressure to deliver more with less. 
- First, it's hard to combine data from different channels and platforms, which makes it tough to fully understand the data. 
- Second, without a common way to analyze everything, it's hard to get clear insights that can guide all marketing efforts. 
- Lastly, spending too much time analyzing data can slow down decision-making, which might hurt the success of marketing campaigns and the money they make back. 

## Actionable insights at your fingertips
This feature is your gateway to insights and strategic foresight that drives better outcomes across all marketing activities. Lifesight's recommendations module tackles these challenges head-on by offering:

- **Budget optimization** : Ensures that marketing dollars are spent where they will have the most significant impact. Advises on reallocating marketing budgets for optimal efficiency and ROI, using insights from the MMM module.
- **Experimentation** : Guides on setting up marketing experiments like audience split tests or geo experiments for marketers looking to test hypotheses and understand the effectiveness of different marketing strategies in real-world scenarios.
- **Data Integration** : Recommends best practices for merging various data sources for a comprehensive marketing overview.
- **Warnings** :Provides alerts on potential issues in marketing strategies or data analysis to preemptively address challenges.

![Recommendations.gif](https://mighty-basketball-fd4aeed960.media.strapiapp.com/Recommendations_10ed159c1d.gif)

## Applying Recommendations in the real world

- **Maximize ROI** : The Budget Optimization recommendations empower marketers to allocate their budget more effectively across channels, leveraging Marketing Mix Modeling insights for enhanced spend efficiency and higher returns.

- **Improve Campaigns** : Experimentation recommendations provide tools for conducting targeted tests, like audience splits or geo experiments, enabling data-driven adjustments that boost campaign effectiveness and engagement.

- **Unified Insights** : Data Integration recommendations offer strategies for merging diverse data sources, presenting a holistic view of marketing efforts, while Warnings alert marketers to potential issues early, safeguarding campaign health.

Accessing the recommendations feature is straightforward. You can easily apply these insights to the real world and convert your data into solid actionable strategies.
[
Learn more about this feature👉]( https://help.lifesight.io/en/articles/8947817-recommendations)



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Taking strategic actions made easy with Lifesight recommendations 

Get actionable insights without toggling between multiple tools with Lifesight's comprehensive recommendations module.


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