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Recent Thoughts.

Why open-source models fall short for next-generation MMM
April 10, 2025

Why open-source models fall short for next-generation MMM

In 2019, we thoroughly evaluated available open-source MMM solutions, and determined they wouldn’t suffice for what we intended to deliver for marketers.

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Implementing truly data-driven attribution
April 2, 2025

Implementing truly data-driven attribution

Truly data-driven attribution requires unbiased analysis, comprehensive data coverage, and actionable insights that reflect real world marketing dynamics.

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Understanding the critical limitations of iROAS
April 1, 2025

Understanding the critical limitations of iROAS

The difference between traditional ROAS and iROAS isn’t just methodological—it can lead to dramatically different strategic decisions.

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Understanding marketing halo effects and halo impact
March 29, 2025

Understanding marketing halo effects and halo impact

At Prescient AI, we’ve built our marketing mix modeling platform to capture these hidden impacts, helping brands understand the true value of their marketing efforts across channels. Here’s what you need to know.

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A comprehensive guide to tracking pixels
March 25, 2025

A comprehensive guide to tracking pixels

Tracking pixels have been workhorses of digital marketing measurement for decades, but their golden age is ending. Here’s what you need to know about them.

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How to market your business in light of iOS privacy
March 24, 2025

How to market your business in light of iOS privacy

In the world of digital marketing, privacy changes are like sudden weather shifts during a mountain climb. The path you’ve been following suddenly becomes obscured, familiar landmarks disappear in the … Continued

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Navigate Meta’s health & wellness tracking changes with MMM
December 6, 2024

Navigate Meta’s health & wellness tracking changes with MMM

With Meta’s upcoming changes to data and conversion event tracking for health and wellness brands, it’s more crucial than ever to leverage non pixel-based solutions for measurement and optimization; namely … Continued

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Why you need an MMM
October 18, 2024

Why you need an MMM

Measuring your marketing impact or deciding where your dollars are best spent should never feel like sticking your finger in the wind. You should also never have to question whether … Continued

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Common misconceptions about MMMs
October 17, 2024

Common misconceptions about MMMs

Everyone here at Prescient AI is a constant student. Yes, our team built our MMM from scratch and we’re all deeply familiar with its nuances and capabilities (and we’re also … Continued

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