176: Rajeev Nair: Causal AI and a unified measurement framework - Humans of Martech

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Episode notes

What’s up everyone, today we have the pleasure of sitting down with Rajeev Nair, Co-Founder and Chief Product Officer at Lifesight. Summary : Rajeev believes measurement only works when it’s unified or multi-modal, a stack that blends multi-touch attribution, incrementality, media mix modeling and causal AI, each used for the decision it fits. At Lifesight, that means using causal machine learning to surface hidden experiments in messy historical data and designing geo tests that reveal what actually drives lift. Attribution alone can’t tell you what changed outcomes. Rajeev’s team moved past dashboards and built a system that focuses on clarity, not correlation. Attribution handles daily tweaks. MMM guides long-term planning. Experiments validate what’s real. Each tool plays a role, but none can stand alone. About Rajeev Rajeev Nair is the Co-Founder and Chief Product Officer at Lifesight, where he’s spent the last several years shaping how modern marketers measure impact. Before that, he led product at Moda and served as a business intelligence analyst at Ebizu.