Lifesight vs Mutinex

Introducing the New Lifesight for Faster Decisions

Lifesight announces a new product update focused on faster decision-making, replacing the previous RTB House integration announcement on the blog.

Lifesight Open-Sources Demand Forecasting Engine Horizon

Marketing measurement platform Lifesight has open-sourced Horizon, its demand forecasting tool. The release includes code, methodology, documentation, and benchmarks, now available on GitHub. Co-founder Rajeev Nair stated the move aims to build trust and establish forecasting as a standard practice in measurement systems. Horizon uses ensemble forecasting, combining multiple models to improve accuracy, and is designed to complement existing MMM setups like Google's Meridian or in-house models. The company also formed a Scientific Advisory Council, with Dr. Ron Berman of Wharton as its first member, to peer review methodologies. The open-source move aligns with a trend toward more transparent measurement tools, following Google's Meridian and Meta's Robyn.

• Lifesight open-sourced Horizon, its demand forecasting engine, on GitHub.
• Horizon uses ensemble forecasting to combine multiple prediction models.
• Rajeev Nair, co-founder and CPO, says the move aims to build trust and establish forecasting as standard practice.

Introducing ChatGPT Ads Integration in Lifesight

ChatGPT Ads is the first ad channel to run inside an LLM, and the brands that measure it will be the ones who started measuring on day one.

How Australian Lender Lendi Measures AI's Hidden Impact

Australian home loan company Lendi Group is investing in AI measurement to understand how chatbots and LLMs impact brand discovery. The company's GM of Growth, Michael McCash, highlights the challenge of measuring AI's influence, as traditional analytics fail to capture how AI platforms surface brands. Lendi uses a combination of in-house multi-touch attribution, Marketing Mix Modeling (MMM) from Mutinex, and the latter's new 'AI Visibility' tool, which mass-prompts LLMs to track brand mentions. They also work with Tracksuit for brand metrics and Askable for surveys. Initial findings show that free-to-air TV was underweighted and efficient, while AI chatbot advertising (ChatGPT, Gemini) has not yet yielded strong ROI. Lendi focuses on measurement and understanding AI's role in customer research, seeing AI chatbots as a new 'first port of call' for consumers.

• Lendi Group works with Mutinex as its new marketing mix modeling (MMM) vendor.
• Lendi is a pilot customer of Mutinex's new AI measurement solution called AI Visibility.
• Lendi spends over $10 million annually on paid media.