Lifesight, a leading provider of marketing measurement solutions, has launched UMM 3.0. This upgraded Unified Measurement Operating System (UMOS) provides real omnichannel attribution. It works across both digital and physical channels. The platform features causal footfall attribution. This helps brands, especially omnichannel retailers, link digital media spending to real consumer actions and business results.
The announcement on January 12, 2026, marks a key change in marketing measurement. UMM 3.0 addresses a major issue for marketers: linking digital spending to in-store results. Most retail sales in the U.S. will still take place in physical stores through 2028, based on industry forecasts.
“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, reinforcing that measurement has evolved beyond simple reporting into a core operational foundation for smarter decision-making across channels.
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What’s New in UMM 3.0
UMM 3.0 enhances life-cycle marketing measurement with several major innovations:
- Causal Footfall Attribution: This breakthrough measures the incremental impact of digital media on store foot traffic, even without access to transaction-level sales data — a persistent gap in traditional measurement tools.
- Incrementality-Informed Attribution: Attribution models are calibrated with experimental and causal methods for deeper insights into true marketing impact.
- Granular Cross-Channel Reporting: Marketers can analyze results by channel, campaign, creative, tactic, and budget, providing clarity into where dollars work hardest.
- AI-Assisted Workflows: Natural language queries and built-in interpretive assistance improve usability and speed up insight generation.
- Privacy-First Architecture: Aggregated data ensures compliance with evolving privacy standards while providing actionable measurement.
By shifting measurement from a passive reporting capability to an active decision engine, UMM 3.0 reflects broader industry demand for unified insights that transcend single-channel or siloed attribution.
Impact on the B2B Marketing and Advertising Industry
A Shift Toward Performance Accountability Across Channels
The launch of Lifesight UMM 3.0 shows an important need for B2B marketers. They must focus on measuring real business outcomes, not just digital interactions. Unified Marketing Measurement (UMM) uses methods like Marketing Mix Modeling (MMM), incrementality testing, and multi-touch attribution. It offers a clear view of performance across all touchpoints, reducing gaps and conflicts in methodology.
UMM goes beyond traditional digital-only attribution. It reveals how online actions affect offline results, such as store visits and sales. This insight is crucial as companies invest in omnichannel experiences that merge digital and in-person interactions.
Stronger ROI Transparency and Budget Optimization
One major challenge in B2B marketing is linking spending to real outcomes. The causal measurement method in UMM 3.0 shows which initiatives really boost growth. It focuses on true drivers, not just correlation.
This helps marketers justify budget choices, especially when budgets are tight. It brings accountability and clarity. It helps teams stop underperforming campaigns and shift funds to tactics that show measurable results.
Cross-Functional Alignment Within Organizations
Unified measurement platforms like UMM 3.0 connect marketing, finance, and analytics teams. They offer a single source of truth, cutting down friction over data interpretation and ROI evaluation. Finance teams trust marketing data more when it reflects real business results, not just random click metrics.
This alignment is vital for large organizations. They need to evaluate cross-channel investments. This includes digital media, field sales, events, and physical retail. They should do this in a unified way.
Enhanced Competitive Differentiation
Companies that adopt unified measurement early gain a competitive edge. They make data-driven decisions faster and more accurately. Instead of reacting to lagging indicators or separate reports, businesses can forecast performance. They can optimize campaigns on the go and adjust strategies based on causal insights.
This ability is especially valuable in B2B sectors with long, complex buying cycles. Technology, industrial products, and enterprise services all have marketing results shaped by various touchpoints over time.
Broader Effects on Businesses
Omnichannel Strategy Is Table Stakes
Retailers and B2B brands now feel more pressure. They must create seamless experiences in both physical and digital spaces. UMM 3.0 unifies measurement in these areas. This helps organizations optimize omnichannel strategies and show their true return on investment.
Privacy-Safe Measurement Gains Traction
As data privacy rules shift and third-party tracking decreases, measurement solutions must balance accuracy with privacy. Lifesight’s privacy-first design lets marketers analyze large insights while maintaining consumer trust. This focus on trust will be even more important in 2026 and beyond.
Empowering Decision Intelligence with AI
AI-assisted measurement helps turn natural language queries into causal inference models. This speeds up insight extraction and operational decision-making. Businesses using these tools can quickly adapt to market shifts and changes in customer behavior.
Conclusion
Lifesight’s UMM 3.0 marks a big step forward in marketing measurement. It offers true omnichannel attribution and causal insights. This connects digital and offline spending to real business results. As B2B marketing and advertising grow more complex, unified systems like UMM 3.0 become crucial. They boost accountability, optimize budgets, and enhance strategic clarity in organizations.