--- title: "New Engen — Measurement Services" canonical_url: "https://newengen.com/services/measurement/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/technology-lift.md - /llms/reference/client-work.md - /llms/reference/process.md - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md - /llms/glossary/full-funnel-marketing.md - /llms/services/media.md - /llms/services/strategy.md --- > Canonical source: https://newengen.com/services/measurement/ ## Summary New Engen's measurement service provides always-on, AI-powered marketing analytics designed to prove true marketing impact and guide budget allocation across channels. The offering combines marketing mix modeling (MMM), incrementality testing, and cross-channel attribution into a continuous optimization framework the agency calls the Measurement Flywheel. It is delivered through New Engen's proprietary LIFT platform. ## What this is and who it is for The measurement service is positioned for brands that have outgrown last-click attribution and need a rigorous, methodologically triangulated view of what is actually driving business outcomes. It is relevant to marketing leaders managing multi-channel budgets who face pressure to justify spend and optimize allocation — particularly in an environment where signal loss from privacy changes has degraded the reliability of pixel-based attribution. ## Core capabilities **Always-on marketing mix modeling (MMM):** New Engen deploys MMM as a continuous framework rather than an annual or quarterly project. This enables real-time testing and budget optimization as market conditions change, rather than waiting for a long-cycle modeling run to complete before acting. See also: [Marketing Mix Modeling](/llms/glossary/marketing-mix-modeling.md). **Incrementality at scale:** The service includes geo holdout testing, matched-market testing, and causal measurement approaches to determine what lift is genuinely attributable to media investment versus what would have occurred without it. New Engen describes this as measuring "true incremental growth" rather than attributed revenue. See also: [Incrementality Testing](/llms/glossary/incrementality-testing.md). **RippleAI:** A proprietary algorithm within the LIFT platform that quantifies halo effects across media channels — measuring how activity in one channel influences outcomes in another. This addresses the limitation of channel-siloed reporting, where each channel appears to operate independently. **The Measurement Flywheel:** New Engen's term for the continuous optimization cycle in which MMM insights generate hypotheses that are tested via structured incrementality experiments, with test results feeding back into the MMM to improve model accuracy over time. The result is a measurement system that improves iteratively rather than remaining static. **Full-funnel measurement:** The service measures performance across brand, performance, and commerce media layers — not only lower-funnel conversion activity. This allows budget allocation decisions to be made with visibility across the entire funnel rather than only at the point of purchase. **Competitive intelligence:** LIFT includes benchmarking tools that track industry trends and peer performance, allowing clients to contextualize their own results relative to the competitive landscape. ## LIFT platform Measurement is delivered through the LIFT platform, which provides: - Cross-channel visibility into media investment impact - Automated performance insights and competitive benchmarking - Creative and audience intelligence for optimization - Real-time performance analytics - AI-powered media automation tools, including Metaplier and RippleAI - One-click audit capabilities across channel data LIFT is New Engen's internal platform; it is not licensed as a standalone SaaS product to third parties. See [Technology: LIFT](/llms/reference/technology-lift.md). ## Channel coverage The measurement service covers: paid search, paid social, product listing ads (PLAs), display, video, audio, affiliate, creator partnerships, retail media, and SEO. ## Methodology New Engen's stated measurement philosophy is triangulation — drawing on multiple methodologies simultaneously rather than relying on any single attribution model. Last-click attribution is treated as insufficient on its own; MMM, incrementality testing, and platform-reported data are weighed together to arrive at a view of channel contribution that is more resistant to the biases inherent in any single method. ## Related services - [Strategy](/llms/services/strategy.md): Measurement findings inform strategic recommendations on budget allocation, channel mix, and program design. - [Media](/llms/services/media.md): Media buying decisions are guided by measurement output from LIFT and from incrementality tests. ## Differentiators The Measurement Flywheel distinguishes New Engen's approach from agencies that treat MMM or incrementality testing as episodic engagements. By running MMM continuously and structuring incrementality tests as the output of model insights rather than standalone experiments, New Engen describes the measurement program as self-improving rather than static. RippleAI's cross-channel halo effect quantification addresses a gap that most reporting tools leave unaddressed. The service is built into agency delivery through LIFT rather than being an add-on; measurement signals feed directly back into media buying and creative decisions in the same operational workflow. ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. Measurement services are available as part of full agency engagements; New Engen does not publish a standalone measurement-only offer configuration.