Start Shoptalk week swinging at Paiute Golf Resort. ⛳️ The Commerce Cup is back, hosted by Axon by AppLovin, @PrescientAI & @ProximaAI. Access is strictly limited to selected industry leaders by invitation only, ensuring an exclusive networking experience to kick off the week. Spaces are highly limited and reserved for invitees only. Get on the list: partiful.com/e/Vcyqr9xGJBz8Z… #Shoptalk #ecommerce

When economic uncertainty signals potential budget cuts, it’s critical to be meticulous about every dollar you spend. Many brands will scale back on measurement as a cost-saving move, but this is when accurate, actionable insights matter most. Marketing mix modeling isn’t just another reporting tool. It’s an optimization engine. With Prescient AI, you can not only weather the storm, but come out at an advantage: 🤔 Understand what’s really driving revenue vs. what’s just noise. ♻️ Identify wasted spend and redirect it to what works. ⚡ Move fast on opportunities when competitors pull back. 🗺️ Avoid being led astray with biased platform reporting. The brands that win in tough markets aren’t guessing — they’re taking swift action. Prescient AI can help you stay precise, agile, and revenue-focused. DM @michael_true_ to dig into what’s crucial to your brand’s success. Read more on our blog: prescientai.com/blog/cut-mmm…

The full value of your paid media's effect on your business is hidden in halo effects other platforms can't measure. 🔋We're constantly adding new integrations to help diversify and supercharge your campaigns. 🌤️ Optimize, forecast, and gain insight into every campaign across your most important channels on all of your omnichannel revenue. 🆕 New integrations include more sales channels, influencer platforms, data warehouses, CTV channels, Podcast analytics, direct mail, and more: @amazon Vendor Central @Agentiohq @Google BigQuery @SnowflakeDB @Roku CTV @tv_scientific @VeritoneOne @magellanai @PebblePostPDM and LiveIntent Book a demo to power up your channel mix with our halo effect insights and optimizations: prescientai.com/book-a-demo

Hearing from some of the best founders and marketers of top DTC brands can be very inspiring, especially in evolving your own marketing strategy. In our @HYPE10agency Modern Tactics for Scaling event panel our CEO @michael_true_ spoke with Prescient clients Ankur Goyal of @CoterieBaby and Dimos Siagoulis of @viasox about tackling a key step in this evolution--understanding when new channels require new tools to answer important questions. ❓ Both felt some stress knowing they had outgrown their MTA solutions and would need to implement something more complex, like MMM. 💵 For Viasox it was understanding the impact of media spend on his Amazon revenue. 🆕 For Coterie it was quantifying and leveraging the effects of investing in new channels like TV and YouTube. 😎 Once they found Prescient they were relieved with how straightforward it was to fit an MMM into their workflow and even more impressed by its immediate impact. Best part? Now both Ankur and Dimos can scale channels confidently knowing that Prescient has their back in properly assessing effects of all campaigns on new customer acquisition, and omnichannel revenue. Book a demo to learn how for your brand: prescientai.com/book-a-demo And check out our case study with Coterie: prescientai.com/case-studies…

There were plenty of highlights at @Digiday's @modernretail Summit in New Orleans. 🔥One that stands out is the fireside chat between our CEO @michael_true_ and our client, @jmccambley1, CMO of @Saatva. We unpacked how the luxury mattress brand transformed its marketing strategy. 💡The biggest takeaway? Once Saatva had an unbiased view into daily, AI-powered marketing mix insights and optimizations from Prescient AI , they could finally prove what they'd long suspected: channels work better together. TV, affiliates, and search weren’t just performing individually—they were amplifying each other. Instead of forcing every channel to “stand on its own two feet,” they started optimizing the system—leading to smarter spend, stronger results, and company-wide alignment around strategy, not guesswork. Read the full case study: prescientai.com/case-studies…

Does your MMM run on a model built 60 years ago? Thanks to advancements in computing and AI, marketing mix modeling is having quite the comeback as it steps in to relieve flailing click-based measurement systems. 🚨But not all “Next Generation” MMM is the same. Most of today’s MMM solutions were built using open-source models. While there are some notable improvements, these publicly available models are enhancements on the original methodology introduced in the 1960s — and they have inherited the same fundamental limitations. That’s why we built our own. When we started Prescient AI in 2019 our evaluation of available open-source models revealed: ❌No campaign-level insights — just channel-level averages. ❌Slow refresh cycles — insights that lagged weeks or months behind reality. ❌Oversimplified assumptions — ignoring what marketers actually experience. ❌Correlation over causation — risking major misallocation of spend. These weren’t fixable bugs. They were foundational flaws in the underlying architecture. We knew that simply tweaking old models wouldn’t cut it. Too much had changed (and too much would change) in the world of marketing for outdated technology to keep up. 🍺So, Cody Greco told me to hold his beer while he built the first new marketing mix model, from scratch. This proprietary model, which powers the Prescient AI platform, is based on real-world marketing dynamics and incorporates advances in machine learning and causal inference that simply did not exist when MMM was first developed. If your MMM makes general assumptions about how marketing works and it can’t reliably distinguish what really happened, can you trust what it tells you to do? Learn more about why we started all the way back at the beginning to build a marketing mix model that will take you far into the future. (link in comments) prescientai.com/blog/open-so…

Join us at @HYPE10agency's Modern Tactics for Scaling in 2025 event on Thursday, April 17th. We'll be sharing the day and learning a ton from discussions with marketing leaders like our very own clients: @ankurmgoyal from @CoterieBaby Dimos Siagoulis of @viasox Deepa Gandhi of @DagneDover Madeline Edwards of Dose and many more! Brands register free here: lnkd.in/e8gKbFB8

Our CTO and Co-founder, Cody Greco's latest @Forbes article or the @ForbesTechCncl is about the limitations and counterproductive nature of managing media channels in silos. Read about the evolution of channel management, the cost of channel silos, and what benefits unbiased cross-channel analysis reveals for brands. On top of the history, he's got some great immediate actions and long-term tips to help (yes MMM is a part of it, of course!) forbes.com/councils/forbeste… #Marketing #AI #MarketingMeasurement #MMM #DataScience

If you're headed to @modernretail in New Orleans next week, April 7th-9th, check out our CEO @michael_true_ on stage with one of our inspiring clients, @jmccambley1, CMO of @Saatva talking about Optimizing media spend with AI-powered MMM on the morning of Tuesday, the 8th. Also, we still have some spots open on the Ragin Cajun Bayou Airboat Tour - register here: partiful.com/e/UJ9J8SBX7iajc… More info on the Modern Retail Summit here: modernretail.co/events/moder…

It's official, @shoptalk Spring 2025 is in the books!  We had fantastic chats with inspiring marketers and even got to kick the week off with our recurring Commerce Cup series, hosted in partnership with the team at @ProximaAI. This time was in Las Vegas and, in the words of one attendee, we are “truly setting the standard for non-boring SaaS events.” 🤠 We had an incredible time with friends old and new. Our team isn’t done yet! We’re taking marketers from the links to the slopes this weekend in Aspen for cozy conversation and sensational skiing at our annual DTSki event. Co-hosted by @Bbruhis and team at @KnoCommerce. Make sure to stay tuned for more from the Commerce Cup series and some exciting and informative events coming up. Coming up we will be at: @modernretail in NOLA April 7-9th (with some time out in nature – spoiler: 🐊👀) @HYPE10agency Modern Tactics for Scaling in 2025 event at the Meta offices in NYC on April 17th Reach out to or book a demo to learn more about the world’s smartest decision engine and keep up to date on our latest non-boring events. prescientai.com/book-a-demo

Our streak of great, practical results continues with our latest case study with @Saatva. We love highlighting and enabling virtuous cycles in decision making. For Saatva's VP of Digital Marketing, Alex Diesbach, granular TV campaign insights (powered by our halo effects) led to significantly increased overall channel efficacy. This in turn led to both boosts in revenue and brand awareness as evidenced by branded search lift. Read the case study for more info: prescientai.com/case-studies… #prescientai #MMM #marketingmixmodeling #Saatva #TVAdvertising #MarketingStrategy #GrowthMarketing #PerformanceMarketing

We'll be in Las Vegas for @shoptalk starting Monday the 24th. We're kicking off with our 5th Commerce Cup with @ProximaAI and in town until Thursday morning. Reach out to @michael_true_ True if you'd like to meet up!

Here's a story of how @ankurmgoyal embraced MMM to drive growth for @CoterieBaby. Coterie products are carefully designed to keep babies comfortable, the earth healthy, and parents happy. This focus on detail and efficiency is behind the brand’s rapidly growing base of loyal customers. It’s also what fuels strategy for the marketing team. When the data suggested a dip in paid media efficiency, Ankur needed to pinpoint where performance was lagging. He decided it was time to upgrade their in-house attribution system so his team could get better insights to make more confident decisions. With a mix of online and offline channels, including hard-to-measure platforms like linear TV, solutions based on MTA and incrementality testing wouldn’t get the job done. Just one day after connecting to the Prescient AI MMM platform, Coterie unlocked actionable insights leading to: ✅ 22% lower CAC on Linear TV ✅ 7% reduction in overall CAC ✅ 6% boost in overall ROAS Read the full case study here. ⬇️ prescientai.com/case-studies…

Are you a CTV holdout? 📺 Brands can’t afford to throw money at every new social channel or ad network that vows to expand their reach, ROAS, and revenue. Many new platforms fade out as consumer attention moves on to the next attraction. But, it’s safe to say that CTV is here to stay. In this new article for @FastCompany our CEO and co-founder, Mike True, wrote about: - Common misconceptions many marketers still hold about the affordability, effectiveness, and measurability of CTV - Why some popular measurement methods struggle to attribute revenue growth driven by CTV - How modern MMMs can reveal the hidden value in CTV campaign halo effects - How you can confidently take the plunge - or dip your toe - into advertising’s fastest growing channel What’s stopping you? fastcompany.com/91295779/sti…

YouTube is becoming a more significant and efficacious investment channel. Particularly interesting is the strength of YouTube advertising halo effects. 🧪 YouTube is no longer ‘experimental’ – It now makes up ~3% of the average brand’s marketing budget, trailing TV, TikTok, and AppLovin. Heavy spenders, however, allocate ~6% consistently. ➕ YouTube has the strongest Halo Effect (%) among core ad channels approaching nearly 50% of total ad spend return, compared to between 25 and 40% for other channels. 📏 As a result, much of YouTube value remains unmeasured Given its awareness-heavy nature YouTube is isn’t often properly tracked—possibly why Google recently launched Meridian, an open-source MMM, to help marketers quantify its impact. 📊 ROAS varies by spender tier – While average brands see YouTube performing on par or slightly below other channels in MMM ROAS, top spenders see better returns. However, it has one of the lowest efficiency per impression, making operational execution a key factor for success. Read more on our YouTube MMM Analysis blog: prescientai.com/blog/youtube…

Since their ecommerce pilot program launched last year, Prescient AI has partnered with @AppLovin to help advertisers measure its impact on revenue. Promising early results and the ability to analyze AppLovin performance as part of the overall media mix is giving marketers confidence to scale into the new channel. Learn more about what our MMM has revealed and why AppLovin just might join Google and Meta as a dominant ad channel for ecommerce in this @MediaPost article by @LaurieSullivan: Why Some Think AppLovin May Surpass TikTok's Growth: mediapost.com/publications/a… #Marketing #AI #AdTech #AppLovin #Ecommerce #MMM