{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Aperiam Podcast","title":"MMM, Unplugged ","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/5f51a5d0\"></iframe>","width":"100%","height":180,"duration":1765,"description":"Marketing measurement has long been treated as a planning exercise — but LiftLab's John Wallace is changing that. Corey and Joe sit down with the Founder & CEO to dig into why incrementality is the only measurement that matters, how the Skims TikTok experiment led to a 3x spend increase, and why most MMM outputs are blind to what's actually happening on your campaigns day to day. John also breaks down PlatformSense — LiftLab's new product that injects real-time platform signals into an incrementality foundation — and makes the case for why the best marketers treat BAU as the enemy.","thumbnail_url":"https://img.transistorcdn.com/BFE3tB87KCFvGIG1_kQzVG7YMo47VodG83SrwRxKOjY/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8wMGRk/YmE2NDM0OWY4NTU5/MjdiOGE4NWUzMDBi/NGMwYS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}