We built something new (and here’s why it matters for your marketing)

If you’ve been following the marketing measurement space lately, you’ve probably noticed a lot of noise about “new” solutions that are really just the same old technology with a fresh coat of paint. We get it—there’s a lot of fatigue around vendors promising revolutionary breakthroughs that turn out to be incremental tweaks.

That’s exactly why we didn’t want to talk about what we’ve been building until it was ready. Today, we’re excited to share something we’ve been working on for years: a completely new forecasting and optimization model that we built from scratch to solve the problems that existing MMM technology simply can’t handle.

Why we started over

When we founded Prescient AI, we did what any reasonable team would do—we tested every available open-source MMM model to see if we could build on existing foundations. The results were… disappointing.

“We quickly realized that building on old technology would limit our ability to deliver the kind of transformative solution we envisioned—something that could genuinely improve how our customers operate, decide, and grow,” says our CTO and cofounder Cody Greco. “So we made a tough call. We started over.”

Here’s the thing: every MMM platform on the market today is built on regression modeling from the 1960s, or open-source models that big tech companies have modernized but still rely on those same outdated mathematical foundations. That worked fine when marketing was simpler, but today’s media landscape demands something fundamentally different.

What makes this different

Our new model is the first to tackle the core challenges that make modern marketing measurement so difficult:

True halo effects measurement. We don’t just talk about spillover effects—we actually measure how your top-of-funnel campaigns drive revenue through channels you might not even be thinking about. Your YouTube campaign isn’t just generating YouTube conversions; it’s boosting your organic search, direct traffic, and even Amazon sales.

Daily campaign-level insights that actually work. Most MMMs can only give you channel-level data, and even then it takes weeks to refresh. We deliver granular insights down to the campaign level, updated daily, without sacrificing accuracy.

Real cause-and-effect, not just correlation. We go beyond identifying what happened to understand why it happened, which makes our forecasting and optimization recommendations significantly more reliable.

Realistic saturation modeling. Every campaign saturates differently, and some even have multiple efficiency points. We don’t assume simple, linear saturation applies across the board because that’s not how marketing actually works.

What this means for you

This isn’t just about better technology—it’s about better decisions. As Conner Rolain from HexClad puts it: “Optimizing paid media with incomplete data is like flying blind. Prescient gives us a complete, daily-updating picture of what drives sales across our ecommerce store and Amazon.”

The new model powers some major new capabilities we’ve rolled out:

Retail Attribution: If you’re an omnichannel brand, you can now see how your paid media impacts not just your DTC sales, but your retail stores, Amazon, and other revenue streams—all in one unified view.

Agnostic Data Ingestion: You can now bring your own measurement data from incrementality tests, MTA platforms, post-purchase surveys, or whatever sources you trust most. We’ll help you figure out which data actually improves your model’s accuracy and which might be hurting it.

Why independence matters

Here’s something worth considering: there are a lot of measurement providers out there, and several ad platforms have recently started offering MMM as an add-on service. But there’s an inherent conflict of interest when you get measurement insights from the same vendors that sell you ads or provide attribution data.

We’re the only truly independent platform that will incorporate data from any source to give you unbiased validation and recommendations. We don’t care which channels perform best for you—we just want to help you figure out what’s actually working.

What’s next

This new model is just the beginning. We’re already working on future applications that extend well beyond marketing optimization, building toward a broader class of decision-making technology.

But for now, we’re focused on what matters most to you: giving you the measurement, forecasting, and optimization tools you need to make better marketing decisions faster.

Want to see how this works? We’d love to show you.