Most platforms violate these laws
Prescient is the only MMM built specifically around these marketing realities. See how we follow all 9 laws to give you the complete picture of your marketing performance.
The 9 laws of marketing
The fundamental principles that determine whether your campaigns actually work—and why most measurement platforms ignore them.
Every marketing decision should follow these laws
Experienced marketers know these principles intuitively. But if your measurement platform violates them, you’re making budget decisions based on fiction, not reality.
Awareness drives everything
Top-of-funnel spend creates bottom-funnel conversions, direct traffic, and organic search. If your attribution can’t show these connections, you’re missing 70% of awareness value.
No awareness = no conversions
Cut awareness spend and your conversion campaigns slowly starve. You’ll run out of people to convert while competitors build massive prospect pools.
Defend your awareness investment
Build awareness without conversion infrastructure and competitors capture the demand you created. You pay for education, they collect the sales.
Seasonal efficiency varies
Your marketing dollar works differently in December vs. July. Higher costs don’t always mean lower efficiency—sometimes they signal higher returns.
Effects compound over time
Marketing builds like compound interest, not instant conversions. Two-week incrementality tests miss the campaigns that drive sustainable growth.
Purchase cycles determine everything
Measuring luxury grills with the same attribution window as supplements destroys good campaigns. Your timeline should match your customer’s reality.
Efficiency can increase with spend
Economics 101 lied to you. Some campaigns get better with more budget. Multiple efficiency peaks exist—most marketers quit at the first dip.
Decay rates vary by channel
Your TikTok campaign ended weeks ago but still drives sales. Different channels fade at different speeds—strategic timing beats reactive budget cuts.
External forces impact everything
Competitor campaigns, economic shifts, and cultural moments sabotage attribution. Unbiased measurement separates your performance from external chaos.
Why Prescient built the only platform that follows all 9 laws
Most MMMs use simplified assumptions that violate basic marketing principles. That’s because it’s easier to build, not because it’s better for you, the end user. We built Prescient around these laws because reflecting marketing reality gives you a sustainable competitive advantage over brands stuck with broken attribution. We knew marketers needed that, even if it meant building the models from scratch.
What you get with Prescient that competitors miss:
Scale with confidence, not guesswork
Know exactly when campaigns have room to scale versus when they’re truly saturated. See multiple efficiency peaks that most marketers abandon at the first dip, and understand which seasonal windows deliver exponential returns worth concentrating budget.
Defend your marketing investment
Track how awareness investments create demand across all channels—then defend that investment with conversion infrastructure before competitors capture the customers you educated. See the interaction that determines whether you capture or leak market share.
Capture revenue hidden in plain sight
Reveal how your paid campaigns drive organic search, direct traffic, Amazon sales, and online conversions that single-channel attribution misses. Understand the true ROI of awareness spend instead of cutting campaigns that are secretly your highest performers.
Make strategic decisions, not panic reactions
Separate your true campaign performance from external market forces, economic shifts, and competitor actions. Know when to optimize versus when to stay the course while rivals make costly budget cuts based on temporary noise.
Build sustainable growth engines
Track how marketing compounds over time instead of judging everything by immediate conversions. See which channels build long-term equity versus quick wins, and time your budget refreshes based on actual decay patterns—not when platforms stop showing easy wins.
Match measurement to your business reality
Get attribution windows that reflect your actual purchase cycles and customer journeys—whether you’re selling impulse buys or considered purchases. Stop destroying good campaigns by measuring 60-day decisions with 7-day windows.