DB—001 / CREATORBuilding OpenLift.
Daramola Ben created OpenLift, an open-source platform for marketing incrementality and geo-lift measurement. The product helps teams design geographic experiments, match control markets, estimate Bayesian counterfactuals and translate posterior evidence into decisions such as scale, hold, cut or retest.
His approach connects economic reasoning with practical software. Rather than assigning credit to marketing touchpoints, OpenLift asks the causal question underneath the budget: what changed because the intervention happened, relative to a credible estimate of what would have happened without it?
Economics applied to measurement.
Daramola's work focuses on applied economics, econometrics, causal inference, marketing incrementality, geo experiments and Bayesian synthetic control. The common thread is decision quality: separating outcomes caused by marketing from outcomes that attribution systems merely associate with it.
OpenLift makes that reasoning operational through experiment design, power analysis, control-market matching, uncertainty-aware lift estimation, economics, evidence tiers and transparent reporting. The project is MIT-licensed so its assumptions, implementation and recommendations can be inspected and improved in the open.