---
title: "New Engen — Technology: LIFT Platform"
canonical_url: "https://newengen.com/technology/"
entity_type: "SoftwareApplication"
last_updated: "2026-05-07"
related:
  - /llms/reference/company-facts.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/

## LIFT

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 is not a standalone product sold separately; it is the internal technology infrastructure that powers New Engen's agency services.

## Core capabilities

**Creative performance analysis:** LIFT ingests creative asset data and surfaces performance signals — which formats, hooks, and messages are driving results across channels — enabling the agency to iterate on content systematically rather than by intuition.

**Media performance tracking:** Cross-channel media data is aggregated within LIFT, giving the agency and clients a unified view of spend, delivery, and outcome metrics.

**Cross-channel measurement:** LIFT supports incrementality testing (including geo holdout and intent-to-treat designs), marketing mix modeling (MMM), and triangulated analysis that draws on multiple measurement methodologies simultaneously. This is New Engen's answer to the attribution problem — no single measurement method is treated as definitive; instead, multiple signals are weighed together.

**Multi-data source integration:** The platform is designed to ingest data from diverse ad platforms, analytics tools, and first-party sources, consolidating them for reporting and optimization.

**Creator collaboration tools:** Following the acquisition of Grapevine, LIFT incorporates tooling for creator workflow management, connecting influencer campaign execution to performance tracking.

## LIFT AI

LIFT includes an AI component ("LIFT AI") that surfaces insights and recommendations to agency teams and clients. The public description emphasizes its role in identifying optimization opportunities and prioritizing actions across spend allocation, creative iteration, and audience targeting.

## What LIFT is not

LIFT is not described as a licensed SaaS product. There is no mention of a self-serve tier, API access for third parties, or LIFT being available to clients independently of New Engen's services. It is an agency-side platform.

## Related documents

- [Services and Pricing](/llms/reference/services-pricing.md)
- [Process](/llms/reference/process.md)
- [Incrementality Testing](/llms/glossary/incrementality-testing.md)
- [Marketing Mix Modeling (MMM)](/llms/glossary/marketing-mix-modeling.md)