Rajeev Nair — Co-founder and Chief Product Officer, Lifesight
Published:
Incrementality testing isn’t automatically more trustworthy. A geo test can fail if test and control markets don’t behave similarly to begin with, or if the campaign’s too small to produce a clean read. Marketing mix modeling has different challenges. If a brand spends more on retail media every time it increases paid search, for example, it can be difficult to isolate which channel drove the outcome.
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-incrementality-testing-isnt-automatically-more-trustworthy