Lessons from Building LiftLab Media Mix Modeling and Experimentation Platform | John Wallace
From The Efficient Spend Podcast by Paul Kovalski
October 28, 2025 · 42 min · Season 1 · Episode 33
About this episode
John Wallace discusses the integration of media mix modeling and experimentation for better marketing decisions.
SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔 The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth! In this episode of The Efficient Spend Podcast, John Wallace, founder of LiftLab, explores how combining media mix modeling with experimentation leads to more reliable marketing decisions. John shares lessons from building attribution systems, why marginal ROAS should be every marketer's north star, and how to balance model outputs with human instinct. He also unpacks the role of AI in media planning and what marketers often get wrong when testing new channels. About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth. About the Guest: John Wallace is a marketing measurement expert and founder with 24 years of experience in econometrics, attribution, and experimentation. He previously founded DataSong and now leads LiftLab, where he helps brands like Sephora, Thrive, and Skims…
People in this episode
Host: Paul Kovalski
Guest: John Wallace
Topics covered
- media mix modeling
- experimentation
- marketing decisions
- attribution systems
- AI in media planning
- marginal ROAS
- channel testing
Keywords
- media spend
- marketing measurement
- econometrics
- attribution
- growth
- marketing insights
- AI
- marginal ROAS
- channel testing
Mentioned in this episode
Organizations: LiftLab, DataSong, Sephora, Thrive, Skims
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