Rajeev Nair — Co-founder and Chief Product Officer, Lifesight
Published:
A purchase can look like it came from nowhere in a first-party dataset when it actually started somewhere the retailer’s data never touches.
What does Rajeev Nair say on The Agile Brand podcast?
Rajeev Nair, Co-founder and Chief Product Officer, Lifesight, says: Rajeev Nair, co-founder and Chief Product Officer at Lifesight, explains that first-party data improves targeting but does not prove causality, so retail media attribution can overstate the value of ads. He recommends independent incrementality testing matched to the business decision, illustrates how attribution and incremental revenue differ with concrete examples, and advises CMOs to demand transparent methodology from retail media partners before renewing spend.
From: The Agile Brand podcast
Cite as: Rajeev Nair. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/rajeev-nair-a-purchase-can-look-like-it-came-from-nowhere-in-a-first-par