Lifesight is a privacy-first marketing measurement platform that utilizes causal AI, attribution, media mix modeling, and incrementality testing to help companies understand and optimize media spend across channels. Pulse 2.0 interviewed Lifesight co-founder and CEO Tobin Thomas to gain a deeper understanding of the company.
Tobin Thomas’ Background
Could you tell me more about your background? Thomas said:
“I have spent most of my career building SaaS companies, with Lifesight being my main focus for the past eight years. Before founding Lifesight, I worked on marketing data platforms focused on specific measurement elements, such as price action and geo-based analytics. From those experiences, I observed that businesses often measured performance in isolated silos without a comprehensive understanding of what truly drives growth. That realization led me to create Lifesight as a unified measurement and decision-making engine that consolidates these insights and helps organizations make smarter, more confident decisions.”
Formation Of The Company
How did the idea for the company come together? Thomas shared:
“The idea for Lifesight originated from observing how fragmented marketing measurement had become. Many teams relied on dashboards that showed only past reports and rarely provided clarity or timely support for decision-making. We aimed to change that by integrating methods like marketing mix modeling, incrementality testing, and causal attribution. With the addition of causal AI, the platform was designed to analyze past performance and help marketers decide where to invest their next dollar for the most significant impact.”
Favorite Memory
What has been your favorite memory working for the company so far? Thomas reflected:
“One moment that really stands out is when our very first client used Lifesight to reallocate their marketing budget based on our recommendations and saw an immediate profit boost within just a few weeks. That moment showed us that we were building something capable of delivering real business results, and it reaffirmed our purpose in a meaningful way.”
Core Products
What are the company’s core products and features? Thomas explained:
“Lifesight provides a unified marketing measurement platform that serves as a source of truth for brands. We integrate three core pillars: causal marketing mix modeling to understand the actual impact of channels, incrementality testing to determine what drives new growth, and causal attribution for continuous, detailed reporting. By combining these methods, the platform enables teams to analyze results thoroughly and run scenario simulations, helping marketers make confident decisions before allocating their next dollar.”
Challenges Faced
Have you faced any challenges in your sector recently, and how did you overcome them? Thomas acknowledged:
“A major challenge has been adapting to the global shift toward a privacy-first environment, especially as cookies and user-level tracking have become less reliable. From the beginning, we chose to build Lifesight around aggregated and privacy-compliant insights rather than personal data. This required significant investment in research and development, particularly around our causal measurement engine, but it allowed us to stay ahead of regulations while delivering accurate and actionable insights for our clients.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Thomas noted:
“Lifesight has evolved considerably since launch. We began with geo-based attribution and then quickly introduced causal inference to create a more adaptive and data-driven approach. Today, the platform offers real-time model calibration with updates that occur daily or weekly. Traditional methods often take months to refresh insights, so this evolution gives our clients a significant advantage in understanding trends and acting on them quickly.”
Significant Milestones
What have been some of the company’s most significant milestones? Thomas cited:
“We have achieved several important milestones. Our platform has measured more than five billion dollars in media spend for more than three hundred brands around the world. We were also among the first companies to release a unified measurement suite that combines marketing mix modeling, incrementality testing, and causal attribution. In addition, we pioneered the use of causal AI in this space, which shifted marketing measurement from a backward-looking analytics function into a forward-looking decision support engine.”
Customer Success Stories
Can you share any specific customer success stories? Thomas highlighted:
“Certainly. One apparel client increased incremental rewards by twenty percent and grew revenue by nineteen percent within a few weeks of adopting our recommendations. Another client in the FinTech sector reduced incremental cost per acquisition by 21% and increased lead volume by twenty-six percent soon after implementing our platform. These results highlight the measurable impact we deliver across different verticals.”
Funding/Revenue
Are you able to discuss funding or revenue metrics? Thomas revealed:
“Lifesight is privately held and fully bootstrapped. We have grown by reinvesting customer revenue rather than taking external investment. We have also been operationally profitable for the past five years. Although we do not publicly share specific revenue numbers, our independence allows us to focus entirely on delivering long-term value for our clients.”
Total Addressable Market (TAM)
What total addressable market is the company pursuing? Thomas assessed:
“We are pursuing a global market of roughly ten billion dollars within marketing measurement. More than one trillion dollars is spent on marketing every year, and a significant portion of that spend becomes ineffective due to poor measurement. Even small improvements in efficiency can create major opportunities for our platform. As more brands adopt privacy-first and AI-driven measurement solutions, we expect this market to expand further.”
Differentiation From The Competition
What differentiates the company from its competition? Thomas affirmed:
“Our unified approach is a major differentiator. Many competitors focus on only one area, such as marketing mix modeling or attribution. Lifesight brings all critical measurement methods together in one platform and provides a complete picture of marketing effectiveness. Our independence is also important. We do not sell media or data, which means our models are unbiased and free from conflicts of interest. Clients rely on us because our insights are objective and aligned with their best interests.”
Future Company Goals
What are some of the company’s future goals? Thomas emphasized:
“We aim to evolve Lifesight from a marketing effectiveness engine into a full decision intelligence platform. We are expanding our use of advanced AI, including large language models, natural language processing, and machine learning, to automate and improve the measurement lifecycle. We are also developing intelligent agents for knowledge, insights, and planning so marketers can receive support at every step. Our longer-term goal is to make enterprise-grade tools accessible to mid-market brands and extend our decision support capabilities into areas such as supply chain and pricing.”
Additional Thoughts
Any final thoughts? Thomas concluded:
“I believe the future of marketing and measurement is less about collecting more data and more about making better decisions. Our mission is to build a unified, predictive, and privacy-first decisioning ecosystem that helps brands navigate complexity with clarity and confidence. The greatest value does not come from endless analytics, but from insights that lead to meaningful action and measurable growth.”
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