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Liftlab

Marketing mix modeling and incrementality testing

  • Marketing
  • Analytics
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About

LiftLab measures what marketing spend actually drives. Its platform combines marketing mix modeling with incrementality testing to show which channels create revenue, where returns start to diminish and how to move budget, updated daily rather than in quarterly studies, so marketing teams can defend their plans to finance and the board.

John Wallace and Bala Kandula, who built the marketing analytics company DataSong together before its sale to MarketShare, started LiftLab in 2018.

Array invested in LiftLab's seed round in June 2019, led by Cowboy Ventures.

Record

Stage
Seed
Category
Marketing
Location
Oakland, California
Team
101-250
Array came in at
Seed, 2019

Founders

  • John Wallace

    Co-Founder & CEO

    Previously founded the marketing analytics company DataSong and ran it for twelve years, then became chief growth officer at MarketShare after it acquired DataSong.

  • Bala Kandula

    Co-Founder & Chief Product Officer

    Previously ran client services at DataSong alongside John Wallace, staying through its acquisitions by MarketShare and then Neustar.