Fifty years ago, weather forecasters looked at the sky, checked the barometer, and made educated guesses. Farmers relied on folklore like “red sky at night, sailor’s delight.” Today, meteorologists use … Continued

You see an ad for sneakers on a digital screen while walking through a busy subway station, scroll past the same brand on Instagram during your commute, then search for … Continued

Your latest digital campaign just wrapped up, and results look impressive: sales increased 22% during the campaign period. Your team is celebrating, your boss is thrilled, and you’re ready to … Continued

Marketing mix modeling (MMM) has become a lighthouse for brands navigating the increasingly complex waters of marketing measurement. As privacy changes continue to limit user-level tracking and cookies face deprecation, … Continued

Think about checking your weather app tomorrow morning. It says the temperature at 2pm will be 72°F. That’s a deterministic prediction. The app is giving you an exact value based … Continued

You’re driving to an important meeting and your GPS confidently tells you to turn left. Into a lake. You’d question those directions before following them, right? You’d check the map, … Continued

Marketing measurement sits at a critical crossroads. As brands navigate an increasingly complex landscape of channels and tactics, the quest for reliable performance insights has never been more important. Many … Continued

Marketing measurement is evolving fast, and so is Prescient. This winter isn’t about incremental improvements. It’s about fundamental expansions in what you can see and control in your marketing mix … Continued

You see an ad for sneakers on a digital screen while walking through a busy subway station, scroll past the same brand on Instagram during your commute, then search for … Continued