brand-lift
(2)
Upwave
Upwave is a San Francisco-based marketing analytics company that measures whether brand advertising actually works. Its enterprise platform tracks Brand Lift, validates brand reach, and surfaces optimization opportunities across CTV, digital, social, streaming audio, retail media and linear TV in a single real-time dashboard. Founded in 2012 as Survata and rebranded to Upwave in 2020, the company gives the world's biggest brand marketers - Unilever, Clorox, Verizon, American Express, T-Mobile and others - a scientific read on top-of-funnel metrics like awareness, consideration and its proprietary Purchase Propensity metric.
Dan Beltramo
Dan Beltramo is CEO of Registria, the post-purchase customer engagement platform built around Ownership Experience Management (OXM). A Stanford-trained serial entrepreneur, he previously co-founded Vizu - which pioneered real-time brand lift measurement in digital advertising before being acquired by Nielsen in 2012 - and co-founded Onclusive, growing it 80x through organic expansion and PE-backed acquisitions. With over 20 years leading data and analytics organizations across marketing, media, and communications technology, Beltramo brings a pattern-recognition edge built from Clorox brand tables, Silicon Valley startup floors, and boardrooms at global media conglomerates.