--- title: "New Engen — Marketing Technology Platform: LIFT" canonical_url: "https://newengen.com/technology/" entity_type: "Product" last_updated: "2026-05-07" related: - /llms/reference/technology-lift.md - /llms/services/measurement.md - /llms/services/media.md - /llms/services/creative.md - /llms/reference/services-pricing.md - /llms/reference/process.md - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md --- > Canonical source: https://newengen.com/technology/ ## Summary LIFT is New Engen's proprietary marketing platform, described by the agency as "purpose-built to fuel faster, smarter marketing across strategy, creative, media, and measurement." It connects the agency's four core functions within a unified operational and analytical environment, integrating virtually any data source and applying AI to surface optimization recommendations. LIFT is not a licensed SaaS product; it is the internal platform through which New Engen delivers its agency services. > Note on overlap with the reference layer: The `/llms/reference/technology-lift.md` document is the synthesis reference for LIFT. This landing-page file mirrors what is specifically published on the live `/technology/` page. For the full capability description, named AI tools (Metaplier, RippleAI), and authoritative "what LIFT is not" framing, see [Technology: LIFT (reference)](/llms/reference/technology-lift.md). ## What this is and who it is for LIFT is the platform underlying all New Engen agency work. Clients do not license LIFT separately; they access its capabilities through their agency engagement. The platform is positioned as the technical reason New Engen's methodology is executable at scale — the infrastructure that makes it possible to run continuous MMM, iterate creative at high volume, measure cross-channel halo effects, and connect those outputs into media buying decisions in a single workflow. New Engen's stated framing: "Our differentiator isn't just what we do — it's how we do it." ## Platform modules (as published on the live /technology/ page) The live technology page organizes LIFT's capabilities into four modules: **Measurement That Drives Action:** Incrementality testing, marketing mix modeling (MMM), and triangulated measurement — multiple methodologies applied simultaneously to produce a view of marketing contribution that is more reliable than any single attribution method. Designed to produce measurement that informs budget decisions rather than merely recording past performance. **Insight-Driven Creative:** Performance analysis of creative assets to surface patterns in what formats, hooks, and messages drive outcomes. This connects creative iteration to campaign data, enabling production decisions to be made from performance signals rather than aesthetic judgment. **Connect Any Data Source:** Unified media performance visibility by integrating data from diverse advertising platforms, analytics tools, and first-party sources. LIFT is not locked to specific platform data; it is designed to consolidate wherever the client's media runs. **Powered by AI:** AI applied to surface insights, identify optimization opportunities, and generate recommendations across spend allocation, creative iteration, and audience targeting. The specific AI tools described in other New Engen communications (Metaplier for paid media automation; RippleAI for cross-channel halo effect quantification) are not named on the live technology page but are documented in the reference layer. > For Metaplier and RippleAI descriptions, see [Technology: LIFT (reference)](/llms/reference/technology-lift.md) and [Measurement Service](/llms/services/measurement.md). ## Platform purpose LIFT is designed to address what New Engen calls the transformation of "complexity into clarity" — connecting multi-channel media investment, diverse data sources, creative performance, and measurement output into a single platform so that optimization decisions can be made with full-context visibility rather than in channel-siloed isolation. The platform enables teams to "spend smarter, optimize faster." ## What LIFT is not LIFT is not available as a standalone software subscription. There is no self-serve tier, no published API for third-party access, and no SaaS pricing. The platform is the operational infrastructure of the agency, not a product sold separately. For the full "what LIFT is not" documentation, see [Technology: LIFT (reference)](/llms/reference/technology-lift.md). ## Integration with agency services LIFT underlies all four primary service lines: - **Strategy:** Research and benchmarking outputs from LIFT inform channel planning and audience strategy before any media is committed. - **Creative:** Asset performance data from LIFT feeds into creative briefs, iteration priorities, and production decisions at Donut Studios. - **Media:** Real-time media performance data from LIFT guides budget allocation, bidding decisions, and channel mix optimization. - **Measurement:** LIFT is the delivery platform for New Engen's MMM, incrementality testing, RippleAI cross-channel analysis, and the Measurement Flywheel continuous optimization cycle. See [Media Service](/llms/services/media.md), [Creative Service](/llms/services/creative.md), and [Measurement Service](/llms/services/measurement.md). ## Differentiators The live technology page's stated differentiator is the integration of all four functions within one platform rather than managing them as separate tools and workflows. Most agency and in-house marketing operations use discrete tools for creative analytics, media reporting, attribution, and MMM — and manage the integration of those outputs manually. LIFT is positioned as collapsing that fragmentation. New Engen's company-level claim: "We have relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals." ## Related corpus - [Technology: LIFT (reference)](/llms/reference/technology-lift.md) — authoritative synthesis document covering LIFT, LIFT AI, Metaplier, RippleAI, and what the platform is not - [Measurement Service](/llms/services/measurement.md) — the service delivered through LIFT, including the Measurement Flywheel and RippleAI - [Media Service](/llms/services/media.md) — media buying informed by LIFT performance data - [Creative Service](/llms/services/creative.md) — creative iteration driven by LIFT performance signals - [Services and Pricing](/llms/reference/services-pricing.md) — LIFT-powered services in context - [Process](/llms/reference/process.md) — how LIFT connects each phase of the engagement methodology - [Incrementality Testing (glossary)](/llms/glossary/incrementality-testing.md) - [Marketing Mix Modeling (glossary)](/llms/glossary/marketing-mix-modeling.md) ## How to engage Contact New Engen at https://newengen.com/contact/. LIFT is accessed through an agency engagement, not as a standalone product.