Lifesight Unveils UMM 3.0: A Unified Measurement Operating System for True Omnichannel Attribution

Lifesight, a leader in unified marketing measurement, announced the launch of UMM 3.0, the next generation of its Unified Marketing Measurement platform, now released as a Unified Measurement Operating System (UMOS). The release introduces breakthrough causal footfall attribution, enabling omnichannel retailers to confidently measure how digital media drives in-store traffic and impacts business outcomes.

As consumer journeys include both online and offline touchpoints, marketers face challenges in linking media investment to real-world results. Retail measurement and omnichannel attribution remain top priorities for brands this year, with nearly half of U.S. marketers citing measurement and attribution as key areas of retail investment as they aim to connect digital and physical channels. Meanwhile, Forrester predicts that most U.S. retail sales will continue to occur in physical stores through 2028, underscoring the ongoing need to connect digital efforts to store performance accurately.

“For years, marketers have known that digital media influences what happens in stores, but they have lacked a credible way to measure that impact. UMM 3.0 closes that gap. By combining unified marketing measurement with causal footfall attribution, we are giving retailers a practical, privacy-safe way to connect media investment to real-world behavior and profitability,” said Tobin Thomas, CEO and Co-Founder of Lifesight. “Reframing UMM as an operating system reflects how critical measurement has become. It is no longer a reporting layer, but the foundation for smarter decisions across every channel.”

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What’s New in UMM 3.0

UMM 3.0 provides a customizable platform delivering causal insights within weeks, including:

• Incrementality-informed attribution calibrated with experiments and causal models
• Privacy-first measurement powered by aggregated data
• Modeling of halo and cannibalization effects across channels
• Granular reporting by channel, tactic, campaign, creative, and budget
• Direct quantification of brand and upper-funnel impact tied to revenue
• AI-assisted workflows with natural language queries and built-in explanations
• Fully consultative customer support and media strategy

SOURCE: GlobeNewswire