Cassandra vs LiftLab

Cassandra is a web-based marketing measurement platform for teams deciding how to invest in growth. It combines marketing mix modeling with incrementality testing, including instant incrementality and performance incrementality reporting. Its models examine how paid media, organic activity, and offline or brand campaigns contribute to business outcomes. Teams can use budget scenario planning and forecasting before committing spend, as well as ROI reporting. Listed data sources include advertising platforms such as Google Ads, Meta Ads, and TikTok Ads, alongside commerce, email, and CRM services including Shopify, Klaviyo, and Salesforce. Scheduled files can bring in data from sources without an API, and custom connectors can be built for a model. Essentials starts at €2,700/mo and includes up to three MMM models and five incrementality experiments per year; it has a six-month minimum commitment. Complete and Scale also require six months, while Enterprise pricing is custom. A 14-day trial is available without a credit card. Cassandra is based in Milan and says it achieved SOC 2 compliance in 2024.

LiftLab is a marketing measurement platform for assessing brand and performance media spending and informing budget decisions. Its Two-Stage Agile Marketing Mix Model separates advertising auction cost dynamics from consumer response to estimate channel response curves. The Scenario Planner builds Conserve, Maintain, and Accelerate budget scenarios within constraints such as channel caps, CAC ceilings, and committed spend. Geo experiments in the Incrementality Testing Suite feed causal results back into the model for calibration; supported methods also include Stratified Random Sampling, Synthetic Controls, Switchback tests, Strategy experiments, and Go Dark with Pacing. PlatformSense monitors daily performance changes and uses live signals to inform reallocation recommendations. Miles, an AI-powered analyst, answers questions in plain English using LiftLab’s measurement methodology. LiftLab says it connects with more than 50 paid media platforms, plus analytics, CRM, warehouses, and first-party data sources. Starting data requirements are 12 to 24 months of weekly channel spend, one primary outcome KPI, and a promotional calendar. It is designed for enterprise marketers, including teams spending $5 million or more annually on media. Pricing is on request.