Case Study: Lyft achieves accurate marketing measurement and scalable experimentation with Singular

Lyft Head of Marketing Science Alok Gupta on marketing measurement

Lyft was wrestling with a fundamental marketing problem: how to measure true impact across attribution, incrementality, LTV and ROI so optimization decisions aren’t based on misleading signals. At UNIFY, Lyft Head of Marketing Science Alok Gupta described this challenge and advocated for rigorous experimentation and better data infrastructure, recommending a partner like Singular to help get marketing data in order and enable robust measurement.

Singular helped by supplying the data-engineering and measurement capabilities needed to run small, controlled incrementality tests and establish a ground truth for attribution. That approach let Lyft validate tracking (for example, comparing an experiment’s 1,000 conversions against legacy counts such as 500), reallocate spend to higher‑return channels, and justify scaling measurement investments with data scientists — improving efficiency and the accuracy of marketing investment decisions.

Lyft

Alok Gupta

Head of Marketing Science