Looking at Pathformance’s $1.2 billion in sales impact, it’s hard to believe it all started with a frustrated analytics expert drowning in spreadsheets.
If you’re a brand marketer, you’ve probably felt the pain of throwing millions into campaigns only to wonder if they’re actually working. When Elizabeth Johnson faced this same challenge, she didn’t just complain about it – she built a solution that’s now transforming how over 500 brands measure their marketing impact.
Back in the day, Elizabeth found herself knee-deep in spreadsheets, deciphering what felt like ancient ad-tech gibberish. Meanwhile, brands were throwing millions into media campaigns, only to realize—way too late—that their strategies weren’t hitting the mark. The problem was that nobody really knew what was working. Decisions were being made on month-old data in a world that changes faster than TikTok trends.
Elizabeth decided she’d had enough, but didn’t see anyone else fixing this mess. So, she decided she would (spoiler alert: it worked! 😉).
And that’s how Pathformance came to life—a cutting-edge marketing measurement company that doesn’t just spit out numbers—but gives brands a clear, real-time view of how their dollars are really working.
Fast-forward a few years, Pathformance has measured $215 million in media spend and tracked 24 billion impressions. They’ve generated $1.2 billion in incremental sales (yes, that’s billion with a B) and delivered game-changing insights to over 500 brands.
Elizabeth’s approach wasn’t just about fancy tech (though there’s plenty of that). It was about turning overwhelming streams of data into insights that brands could actually use to make smarter decisions—all in real-time.
In this exclusive interview, Elizabeth shares:
- How her frustration with outdated analytics turned into a booming business
- The growth strategies that helped Pathformance become a leader in the ad-tech space
- How she turned the chaos of the pandemic into opportunity
- Why TikTok and Instagram aren’t just for influencers—they’re goldmines for smart marketers
Whether you’re curious about turning chaos into clarity or looking for smarter ways to stretch your marketing budget, Elizabeth’s journey is packed with insights worth stealing.
Let’s bring it straight to Elizabeth to hear more about how she built Pathformance and where she sees the future of marketing measurement heading:
Hello! Who are you and what business did you start?
My name is Elizabeth Johnson, and I am the CEO of Pathformance, a marketing measurement company that helps advertisers understand the true impact of their media investments.
Our solution provides unified measurement and actionable insights across all marketing channels, giving advertisers the confidence to optimize their strategies in real time.
To date, we’ve measured thousands of campaigns for over 500+ brands and dozens of ad-tech partners, impacting $215M in media spend and 24B impressions measured.
What sets us apart is not just our patented technology, but the human touch we bring to interpreting data and providing insights that drive decisions. We’re proud to be the go-to partner in the media marketing measurement space.
What's your backstory, and how did you come up with the idea?
I started my career in analytics, retail, and CPG, where I worked with major brands for marketing and sales. Over time, I noticed a recurring pain point: brands were struggling to connect the dots between their media dollars and real-world results.
Also, brands were relying on historical data and not being able to navigate in real time the retail landscape.
This lack of clarity often led to missed opportunities or wasted budgets.
The 'aha moment' came when I realized there was no universal standard for measurement, including retail media networks. I thought, "What if we could provide brands with a single source of truth that combines all their media performance data into a seamless and unified view?" My background in analytics and passion for solving complex problems made this idea something that was worth going after.
Analytics at the time was still very nascent in marketing. Back in the day, brands and agencies relied heavily on historical data, which were often a month old by the time decisions were made.
It frustrated me that decisions were being made with outdated information. That inefficiency became a driving factor in wanting to make analytics more real-time and actionable for brands.
Take us through the process of building and launching the first version of your product.
The first version of Pathformance was built with simplicity and functionality in mind. We started by identifying key metrics brands needed in order to measure results by tactic, as well as learn and apply insights to future advertising.
Our metrics for attribution include sales impact using point-of-sale data for lift, incrementality, and ROAS. Our goal was to create a solution that could deliver those insights seamlessly.
When we started, it was just two of us, and I asked myself: Where should we focus to start acquiring customers?
The ad-tech ecosystem stood out as the perfect starting point. These companies worked with numerous brands, and we realized we could add value by providing measurements for their clients’ activations.
In a short time, and with lots of hard work, we built a list of partners willing to collaborate.
Our strategy was simple: deliver as much value as possible upfront, even before campaigns launched. This approach created a true win-win.
Our amazing customer success team supports partners with campaign feasibility, planning, optimization recommendations, and actionable insights before the first ad even runs.
Since launch, what growth channels have been most effective for you?
Since launch, we've strategically leveraged key industry associations and events to drive growth and visibility.
We joined influential groups like Path to Purchase, DPAA, and the IAB, which allows us to connect with industry leaders and stay at the forefront of innovation.
Through these associations, we actively participate in panels, contribute to industry surveys, share thought leadership, and engage in events that position Pathformance as a trusted voice in measurement.
Additionally, we sponsored major industry events such as Possible, Path to Purchase, and MediaPost, ensuring that Pathformance became a recognized name in the industry.
When we sponsor events, we strive to bring a touch of fun and flair, making every experience memorable and aligned with our brand. From featuring a chef from a popular cooking reality show to hosting a catamaran excursion in Santa Barbara where guests discussed all things measurement, we aim to create experiences worth talking about.
We’re in a unique spot where we understand the KPIs of each partner and help them measure across most platforms including in-store, mobile, digital display, influencer, recipe apps, add-to-cart, DOOH, and more. This has been a key growth lever as these platforms become more integral to marketing strategies.
How do you stay at the forefront of evolving platforms like Instagram and TikTok?
We are uniquely positioned at the center of the ecosystem, bridging agencies, brands, and activation partners. This vantage point allows us to deeply understand the nuances of platforms like DOOH and CTV while delivering actionable insights independently.
Our measurement methodologies are science-based and rigorous, ensuring consistent and meaningful insights across a wide range of activation types. While we collaborate with agencies and brands when needed, our expertise and tools enable us to provide valuable data and insights, streamlining the process for our clients.
Staying adaptive to new technologies, while maintaining the integrity of our proven methodologies, is key to delivering reliable and impactful results.
Did you ever have an “oh shit” moment where you thought it wouldn’t work?
When the pandemic hit, it felt like the entire marketing industry came to a halt. Many brands were pulling back on their marketing budgets, and I worried this would lead to a decline in demand for our measurement services if no one was spending ad dollars.
I remember thinking, "I’m not sure how this is going to pan out."
Instead of retreating, we quickly realized there was an opportunity to help advertisers navigate the chaos.
Supply chain disruptions and product shortages were wreaking havoc on traditional marketing plans, and brands needed smarter, more targeted strategies to ensure their media dollars were effective.
We pivoted to focus on helping our clients identify where to apply their media in stores that had products in stock, ensuring that every dollar was driving measurable sales outcomes.
We quickly became an essential resource, helping brands and retailers connect shoppers with products during a chaotic time.
For example, we helped Clorox during a time when cleaning supplies were in high demand. This ability to adapt in real time solidified our position as a trusted partner.
Can you break down the keys to this business model for us? What makes it work? And What do outsiders typically not understand about your industry?
Our model works because it’s rooted in transparency and value, and our lifetime value is significant because most of our clients stay for years.
What we provide in the industry is taking the complexity out of aligning data from disparate sources like Point-of-Sale Data, RMNs, mobile display ads, DOOH, and in-store activations. Our ability to streamline this process gives us a competitive edge.
Our business model is evolving toward subscription and package-based offerings, designed to create deeper integration with our customers. This approach supports an "always-on" strategy, providing brands with consistency, seamless execution, and the agility to react to changing market conditions in real time.
A foundation of our approach is unified measurement, which empowers brands to understand exactly how every dollar is working and how each individual tactic is performing. This holistic view allows them to optimize strategies with confidence, ensuring maximum ROI across all channels.
For example, one of our clients is a major alc/bev brand and their agency, helping them manage their sales data across 10+ retailers. By integrating their data into our unified measurement framework, we provide actionable insights that drive measurable outcomes and smarter decision-making for future campaigns.
What outsiders often don’t understand about our industry is how fragmented and complex the measurement ecosystem really is. It’s not just about reporting numbers; it’s about connecting the dots across multiple platforms and channels to provide accurate, actionable insights.
What trends or lessons have you learned from running so many campaigns?
Over time, we’ve developed an intuitive feel for how campaigns will perform based on category, budget, and other factors. Simplicity often works best. Trying to target everyone usually results in getting lost in the noise. Instead, focusing on the core audience and meeting them where they are tends to yield better results.
What platform/tools are absolutely crucial for your business?
HubSpot is our lifeline for managing client relationships and automating our marketing efforts.
Our Monday integration acts as a central hub where all our data, systems, and APIs are seamlessly integrated, streamlining workflows across the organization.
Communication is key to our success, and we rely heavily on Slack to keep our team aligned and productive. We have even integrated Slack channels for customer partners, enabling real-time, hands-on communication.
We have also built our own internal patented technology and platform, PathX, which has revolutionized how we operate. It manages the entire measurement process—from feasibility and planning to execution and reporting—all in one place.
How did you build PathX, and what challenges did you face as a first-time product creator?
I had no prior experience building software, so it was a significant learning curve.
Our COO, SVP of Product and Marketing Science and other key team members played pivotal roles in bringing the vision to life. We built PathX internally to scale efficiently.
At any given time, we run 250+ campaigns with a lean team, so automation and precision were critical.
The platform enables us to run sophisticated tests and control scenarios, and deliver insights in minutes.
What have been the most influential books, podcasts, or other resources?
Podcasts:
Books:
- Always Day One: How the Tech Titans Stay Fresh by Alex Kantrowitz
- 10X is Easier Than 2X: How World-Class Entrepreneurs Achieve More by Doing Less by Dan Sullivan & Benjamin Hardy
Where do you see untapped opportunity in the market? What business do you wish someone else would build that would make your job easier?
Not sure if it exists, but having a universal personal profile on the web where I can put in my preferences—colors, foods, travel, interests—and receive ads relevant to me would be game-changing.
Alternatively, a web profile where I can see ads specifically placed for me at a convenient time would be ideal.
What are some strong opinions you have about leadership, and how do you actually put those into practice in your company?
My favorite quote is, "Leaders are born in the fires of challenges, not in the ease of comfort."
I believe great leadership is about clarity, empowerment, and trust. Leaders should set a clear vision, align the team on priorities, and give people the autonomy and tools they need to succeed.
In addition, my team feels comfortable bringing up new ideas they have and to share with the team.
Also, leading by example is a big one for me. Whether it’s troubleshooting an issue or brainstorming solutions, I’m always ready to support and contribute.
Lastly, I make it a point to celebrate small wins. Whether it’s team shoutouts or personal recognition, I try to ensure my team knows they are appreciated and valued.
Where can we go to learn more?
Personally, I find being the CEO of a startup to be downright exhilarating. But, as I'm sure you well know, it can also be a bit lonely and stressful at times, too.
Because, let's be honest, if you're the kind of person with the guts to actually launch and run a startup, then you can bet everyone will always be asking you a thousand questions, expecting you to have all the right answers -- all the time.
And that's okay! Navigating this kind of pressure is the job.
But what about all the difficult questions that you have as you reach each new level of growth and success? For tax questions, you have an accountant. For legal, your attorney. And for tech. your dev team.
This is where Hampton comes in.
Hampton's a private and highly vetted network for high-growth founders and CEOs.
