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 model.
We’re releasing three major capabilities that address the questions we hear most from customers:
- “How do I know my measurement approach is actually accurate?”
- “What’s the real impact of TikTok Shop beyond what TikTok reports?”
- “How do I connect my digital marketing to my retail sales?”
Each one solves a specific blind spot. Together, they transform how you understand and optimize your marketing.
The visibility problem
Marketing measurement has too many blind spots right now. You make budget decisions without seeing the complete picture. Data lives in silos. Assumptions go untested. Revenue streams stay disconnected.
These three releases attack that problem from different angles.
What we’re solving for comes down to three core issues:
- Confidence in your measurement: How do you actually know your MMM is giving you accurate insights?
- Complete channel attribution: What’s TikTok Shop’s full value beyond direct sales?
- Omnichannel visibility: How do you connect digital spend to retail revenue?
All three come down to the same fundamental issue: you can’t optimize what you can’t see clearly.
Validation Layer: Pressure test your measurement approach
Validation Layer gives you a systematic way to pressure test your MMM before making budget decisions. You can compare different modeling configurations side by side. Incorporate incrementality tests, post-purchase surveys, or MTA data—whatever data you find valuable for your unique brand. Then choose the approach that best fits your business reality.
The problem this solves is straightforward. You have conflicting data sources and no way to know which to trust. Your incrementality test says one thing. Your MMM says another. Post-purchase surveys don’t match attribution reports. Meanwhile, you’re making million-dollar decisions on measurement you can’t validate.
Stop choosing between blind faith and flying blind. Test assumptions before betting your budget on them. Reduce risk in major budget allocations. Build stakeholder confidence with validated insights.
Who needs this? Marketing managers tired of second-guessing their data. CMOs who need to justify their measurement approach to finance. Anyone who’s run expensive tests and wants to know if they actually improve model accuracy.
Read more about Validation Layer here →
TikTok Shop halo effects: See the complete ROI picture
We now model the spillover effects from TikTok Shop to your other revenue channels. See how TikTok Shop drives Shopify sales, Amazon purchases, and branded search. This reveals the complete ROI picture that TikTok’s dashboard can’t show you.
TikTok Shop reporting only shows direct TikTok Shop sales, so it misses customers who discover you on TikTok but purchase elsewhere. You’re judging TikTok Shop on partial revenue. You’re risking underfunding your best awareness driver without knowing it.
Discovery and purchase don’t always happen in the same place. That “mediocre” TikTok Shop campaign might be crushing it for Shopify. Now you can make scaling decisions based on complete impact, not platform-limited data.
This is for brands running TikTok Shop campaigns. For marketers who suspect TikTok Shop is more valuable than it looks. For anyone making budget decisions across multiple sales channels.
Read more about TikTok Shop halo effects here →
Retail revenue modeling: Connect digital spend to store sales
Our MMM now connects your digital marketing to retail partner sales. See how Meta, TikTok, and YouTube drive CVS, Target, and Ulta revenue. Get a unified omnichannel view with Shopify, Amazon, and retail in one dashboard.
Lack of visibility has been a massive problem for omnichannel brands. Digital marketing drives retail sales, but you couldn’t see it. Finance sees retail revenue. Marketing sees digital metrics. Nobody sees the connection. You may be optimizing for digital ROAS while missing retail impact entirely, and we think we deserve more than that for your marketing strategy.
Using marketing attribution that ignores the reality of the customer journey is like sticking your head in the sand. Someone discovers you on TikTok, then buys at Target. That’s your marketing working, and ignoring the complexity doesn’t make it go away. True ROAS includes all revenue streams, not just digital. Now you can justify marketing spend with full business impact.
Who did we build this for? Omnichannel brands selling DTC and through retail partners. CMOs who need to connect marketing to total business performance. Finance leaders who want to understand digital marketing’s retail impact.
Read more about retail attribution here →
How these work together
Three releases, one philosophy: marketing measurement should be complete and transparent. All of your marketing efforts work in symphony, interacting with each other in complex ways. If you’re only seeing part of it, you’re effectively seeing none of it.
Here’s what this enables when you put them together:
- Use Validation Layer to pressure test which data sources improve your model accuracy.
- See TikTok Shop halo effects revealing full value across sales channels.
- Add retail modeling to understand total omnichannel impact.
The compound effect matters here. Each release solves a specific problem, but together they transform your entire measurement capability. You’ll go from partial visibility to seeing the complete picture. From making budget decisions based on unvalidated assumptions to rooting them in tested confidence.
Why this winter, why now
These aren’t features we thought would be cool to build (although our Data Science team does enjoy a challenge). They directly address the most common questions and frustrations we hear from customers.
Think about building a house. You start with a solid foundation. That’s what Prescient’s core MMM provides: accurate, reliable measurement you can build on. Once the foundation is set, you add the essentials. A kitchen, bedrooms, the rooms you need for daily life. That’s Validation Layer, giving you confidence in the structure itself. Then come the features that elevate how you live: the deck that extends your view, the windows that let you see what you couldn’t before. That’s TikTok Shop halos and retail modeling, revealing value in places you couldn’t access. We’re thoughtful about the order. You need the foundation before the frame. The frame before the finishing touches. These releases reflect how measurement capabilities should actually develop.
Most brands are still making decisions with measurement they can’t interrogate or customize. They can’t validate assumptions, see complete attribution, or connect digital to retail. Early adopters of these capabilities will have an advantage that compounds into better budget decisions, faster optimization, and stronger growth.
Getting started
For current Prescient clients, all three capabilities are rolling out now. Validation Layer is available. Contact your CS team to start testing configurations. TikTok Shop halo effects are live in your dashboard if you run TikTok Shop campaigns. Retail modeling is ready. Work with your CS team to integrate retail data sources. Questions? Your Customer Success manager can walk you through all three.
If you’re not using Prescient yet, we should talk. Want to see these capabilities at work? Book a demo to explore the new features and discuss your measurement needs.
The Prescient Team often collaborates on content for the Prescient blog, tapping into our decades of experience in marketing, attribution, and machine learning to bring readers the most relevant, up-to-date information they need on a wide range of topics.
