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.
What is The Aperiam Podcast?
Advertising is everywhere and the technology that drives it is ever changing. The Aperiam Podcast is a weekly discussion diving deep on key topics driving the Adtech and Martech industry and is hosted by Aperiam Founder Joe Zawadzki and Partner Corey Ferengul.