Turn Wasted Ad Dollars into Predictable Growth & Profit

In this episode of Chew on This, Rohit, the co-founder of Lifesight, discusses unified marketing measurement and incrementality. He explains how Lifesight helps brands understand marketing's impact on business KPIs by using marketing mix modeling and geo-experimentation. Rohit emphasizes the importance of resetting the mindset to avoid advertising doom loops and trusting incrementality over in-platform attribution reports. He also touches on bridging the gap between brand and performance marketing, advocating for measuring all marketing tactics equally to understand their contribution to the bottom line. The conversation explores strategies for testing new channels, identifying waste in ad spending, and fostering trust between marketing and finance teams by speaking a shared language focused on business KPIs. Rohit shares a case study about reallocating retargeting budgets to top-of-funnel activities and offers practical advice for e-commerce brands to optimize their marketing strategies.