By
Lisa Maas
Jul 10, 2026
Standard promotion reports often confuse a short-term sales spike with genuine growth, overlooking pull-forward and other factors that erode true lift. While conventional promotion measurements can miss performance results, an always-on approach proves which promotions actually have an impact.
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How to Tell If a Promotion Drove Real Growth
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Lisa Maas is the principal and leader of Circana’s Innovation practice within Global Solutions. Lisa brings 29 years of expertise as a research and industry leader at Circana, where she plays a key role in developing growth strategies and delivering measurable business results for a wide range of clients. Her work focuses on helping clients refine their innovation processes by using insights into shopper behavior to identify untapped opportunities, prioritize promising new product ideas, and foster sustainable and impactful innovation.
She also co-authors Circana’s annual New Product Pacesetters report, which highlights the top 100 food and beverage and top 100 nonfood CPG innovations each year.
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