Why This Marketing Measurement Company Just Open-Sourced Its Forecasting Engine

Marketing measurement is really about answering two questions: What happened? And what should I do about it? Most marketing mix models are built to answer the first one, but the second is where things get harder and also more interesting. On Friday, Lifesight – a marketing measurement platform that combines MMM, incrementality testing and attribution […] The post Why This Marketing Measurement Company Just Open-Sourced Its Forecasting Engine appeared first on AdExchanger.

Last updated Sep 25, 2026 by ATDb automated enrichment