Lifesight Unveils UMM 3.0: A Unified Measurement Operating System
The release by Lifesight introduces causal footfall attribution, allowing omnichannel retailers to measure how digital media influences in-store traffic and business outcomes.
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Lifesight, a provider of unified marketing measurement solutions, has announced the launch of UMM 3.0, the next generation of its Unified Marketing Measurement platform, now released as a Unified Measurement Operating System (UMOS).
The release introduces causal footfall attribution, allowing omnichannel retailers to measure how digital media influences in-store traffic and business outcomes.
As consumer journeys include both online and offline touchpoints, marketers face challenges in linking media investment to real-world results.
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Retail measurement and omnichannel attribution remain top priorities for brands this year, with nearly half of US marketers citing measurement and attribution as key areas of retail investment as they aim to connect digital and physical channels.
Meanwhile, Forrester predicts that most U.S. retail sales will continue to occur in physical stores through 2028, underscoring the ongoing need to connect digital efforts to store performance accurately.
“For years, marketers have known that digital media influences what happens in stores, but they have lacked a credible way to measure that impact. UMM 3.0 closes that gap,” said Tobin Thomas, CEO and Co-Founder of Lifesight.
“By combining unified marketing measurement with causal footfall attribution, we are giving retailers a practical, privacy-safe way to connect media investment to real-world behaviour and profitability.”
“Reframing UMM as an operating system reflects how critical measurement has become. It is no longer a reporting layer, but the foundation for smarter decisions across every channel.”
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What’s New in UMM 3.0
UMM 3.0 provides a customisable platform delivering causal insights within weeks, including:
- Incrementality-informed attribution calibrated with experiments and causal models
- Privacy-first measurement powered by aggregated data
- Modelling of halo and cannibalisation effects across channels
- Granular reporting by channel, tactic, campaign, creative, and budget
- Direct quantification of brand and upper-funnel impact tied to revenue
- AI-assisted workflows with natural language queries and built-in explanations
- Fully consultative customer support and media strategy
Causal Footfall Attribution
Lifesight’s footfall measurement quantifies the incremental impact of digital media on in-store visits, even when transaction-level sales data is unavailable. This capability uniquely connects digital spend to physical outcomes, giving retailers clarity into how media drives store traffic and overall performance.
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