# John Wallace

> John Wallace is the co-founder and CEO of LiftLab, which combines marketing mix modeling and incrementality testing to inform advertising investment. He previously built DataSong, acquired by MarketShare in 2015, and reunited with longtime colleagues to start LiftLab in 2018. His work focuses on diminishing returns and the economics of the next marketing dollar.

- **Role:** Co-Founder and CEO at LiftLab
- **Organizations:** LiftLab, DataSong, MarketShare, SAS
- **Education:** French major, Virginia Wesleyan College, MBA, Decision Science, The George Washington University School of Business
- **Known for:** Built and sold DataSong to MarketShare in 2015., Co-founded LiftLab in 2018, combining experimentation with marketing mix modeling., Led LiftLab as it appeared at number 259 on the 2024 Deloitte Technology Fast 500.

## Career timeline

- **2000** — Completed his MBA at George Washington University; subsequently worked as an analytical consultant at SAS.
- **2003** — Started an analytics consulting firm that became DataSong.
- **2015** — DataSong was acquired by MarketShare; Wallace subsequently served as MarketShare chief growth officer.
- **2018** — Co-founded LiftLab with colleagues including Bala Kandula.
- **2019** — Array Ventures joined LiftLab's June seed round, led by Cowboy Ventures.
- **2024** — LiftLab ranked 259th on Deloitte's North America Technology Fast 500, with 443% revenue growth over the ranking's measurement period.

## Achievements

- Built and sold DataSong to MarketShare in 2015.
- Co-founded LiftLab in 2018, combining experimentation with marketing mix modeling.
- Led LiftLab as it appeared at number 259 on the 2024 Deloitte Technology Fast 500.

## Latest updates

- **2026-08** — Published video discussions about marginal ROAS, advertising platform algorithms, promotional measurement, and channel margins.
- **2026-07** — Described an advertiser's staged reduction in channel spending to illustrate the need to retest diminishing returns.
- **2026-05** — Opened LiftLab's New York customer forum with remarks about the team's work and uncertainties that concern him.

## Links

- Website: https://liftlab.com/authors/john-wallace/
- LinkedIn: https://www.linkedin.com/in/johnwallace-

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Profile page: https://yespress.io/john-wallace
Published by YesPress — https://yespress.io
Last updated: 2026-10-20