Alloy.ai and LiftLab have announced a strategic partnership aimed at solving one of the most persistent challenges in retail: connecting digital marketing spend to physical, in-store purchases.
The collaboration integrates Alloy.ai’s real-time retail point-of-sale (POS) data with LiftLab’s full-funnel media planning and measurement capabilities. The result is a unified platform that allows brands to measure the incremental return on ad spend (ROAS) across both e-commerce and brick-and-mortar channels, down to the specific SKU, retailer, and location.
Closing the Attribution Gap
For years, consumer brands have operated with a significant blind spot. While digital attribution has become increasingly sophisticated for e-commerce, the link between a media impression and a shopper picking up a product from a physical shelf has remained opaque.
By harmonizing data from hundreds of retailers, the partnership enables brands to move beyond guesswork. Alloy.ai automatically collects and cleanses item-level POS data, which LiftLab then ingests alongside the brand’s entire marketing mix—including digital, TV, radio, print, and trade activations.
Joel Beal, CEO and co-founder at Alloy.ai, emphasized the necessity of this transparency in the current market:
“Understanding the return on every marketing dollar is essential for consumer brands. By pairing Alloy.ai’s real-time retail POS data with LiftLab’s measurement capabilities, we’re excited to help brands get a clearer, more accurate view of how their marketing efforts drive retail sales.”
Granular Insights for Modern Marketing
The partnership is designed to level the playing field for brands with significant wholesale revenue. By providing a single source of truth for marketing effectiveness, the solution reflects the reality of modern consumer behavior, where the path to purchase is rarely linear.
John Wallace, founder and CEO at LiftLab, noted that the partnership addresses the complexities of how consumers interact with brands today:
“Brands with significant wholesale revenue have long struggled to connect paid media investments to real commercial outcomes. LiftLab levels the playing field by measuring performance across both direct-to-consumer and wholesale channels – reflecting how consumers actually buy: discovering a brand through advertising and purchasing wherever they choose. Our partnership with Alloy.ai extends that visibility even further, enabling brands to accurately quantify the true impact of every marketing dollar across their full business.”
Driving Bottom-Line Impact
The integration comes at a time when brands are under increasing pressure to optimize budgets and prove the value of their media investments. Alloy.ai, which serves major names like Crayola, Bic, and Valvoline, claims its customers typically see a 35% reduction in out-of-stocks and a significant impact on the bottom line through better data utilization.
Similarly, LiftLab’s “Trust Engine” is utilized by category leaders such as SKIMS and Birkenstock to unlock hidden revenue within media budgets. By combining these two powerhouses, the partnership promises to give marketers the confidence to invest in channels that drive genuine commercial growth, regardless of where the final transaction takes place.