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The quarterback insists he deserves credit because he launched the perfect spiral. 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When paid awareness campaigns build brand memory, people return through organic search — and your analytics has no way to connect the dots.","category":"POV","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2026-04-03","thumb":"/images/blog/what-spike-in-organic-traffic-means/featuredImage.avif"},{"type":"post","id":"post:what-tiktok-shop-halo-effects-mean-for-your-content-strategy","url":"/blog/what-tiktok-shop-halo-effects-mean-for-your-content-strategy","title":"What TikTok Shop halo effects mean for your content strategy","excerpt":"If you’re running TikTok Shop campaigns, you’ve probably noticed something frustrating: the performance data TikTok shows you doesn’t tell the complete story.","category":"POV","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2025-12-30","thumb":"/images/blog/what-tiktok-shop-halo-effects-mean-for-your-content-strategy/featuredImage.avif"},{"type":"post","id":"post:why-incrementality-testing-cant-tell-you-what-to-do-next","url":"/blog/why-incrementality-testing-cant-tell-you-what-to-do-next","title":"Why incrementality testing can’t tell you what to do next","excerpt":"Incrementality testing has become marketing’s supposed gold standard. Run a holdout test, compare your ad-exposed group to a control group, get clean experimental proof of what’s working.","category":"POV","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2026-01-29","thumb":"/images/blog/why-incrementality-testing-cant-tell-you-what-to-do-next/featuredImage.avif"},{"type":"post","id":"post:why-traditional-mmms-cant-avoid-baseline-leakage","url":"/blog/why-traditional-mmms-cant-avoid-baseline-leakage","title":"Why traditional MMMs can’t avoid baseline leakage (and why that matters)","excerpt":"In our previous article, we introduced baseline leakage: the systematic error that occurs when marketing mix models incorrectly attribute revenue from seasonal demand, trends, or external events to ma…","category":"Marketing Measurement","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2026-02-17","thumb":"/images/blog/why-traditional-mmms-cant-avoid-baseline-leakage/featuredImage.avif"},{"type":"post","id":"post:why-you-cant-trust-pixels-for-tracking-your-conversions","url":"/blog/why-you-cant-trust-pixels-for-tracking-your-conversions","title":"Why you can’t trust pixels for tracking your conversions","excerpt":"Using pixel tracking to figure out which of your channels and campaigns drive the most sales is like rowing a canoe with a tennis racket—you’re not going to get anywhere. We get it, that hurts to hear…","category":"Marketing Measurement","authorSlug":"admin","authorName":"Prescient AI","publishedAt":"2023-03-11","thumb":"/images/blog/why-you-cant-trust-pixels-for-tracking-your-conversions/featuredImage.avif"},{"type":"post","id":"post:why-you-need-mmm","url":"/blog/why-you-need-mmm","title":"Why you need an MMM","excerpt":"Measuring your marketing impact or deciding where your dollars are best spent should never feel like sticking your finger in the wind.","category":"Marketing Measurement","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2024-10-18","thumb":"/images/blog/why-you-need-mmm/featuredImage.avif"},{"type":"post","id":"post:winter-2025-feature-releases","url":"/blog/winter-2025-feature-releases","title":"Winter 2025-2026: Your marketing measurement just got more powerful","excerpt":"Marketing measurement is evolving fast, and so is Prescient. This winter isn’t about incremental improvements.","category":"Announcements","authorSlug":"prescient-team","authorName":"Prescient Team","publishedAt":"2026-01-09","thumb":"/images/blog/winter-2025-feature-releases/featuredImage.avif"},{"type":"post","id":"post:your-awareness-campaigns-are-working-better-than-you-think","url":"/blog/your-awareness-campaigns-are-working-better-than-you-think","title":"Law #1: Your awareness campaigns are working better than you think","excerpt":"We see awareness spend showing up for our clients in dozens of ways—are you looking for it in the right places?","category":"POV","authorSlug":"cody-greco","authorName":"Cody Greco","publishedAt":"2025-08-13","thumb":"/images/blog/your-awareness-campaigns-are-working-better-than-you-think/featuredImage.avif"},{"type":"post","id":"post:your-mmm-is-making-assumptions","url":"/blog/your-mmm-is-making-assumptions","title":"Your MMM is making assumptions you might not like","excerpt":"When you choose an index fund for retirement it seems straight-forward and neutral. But it’s not. A market-cap-weighted fund assumes bigger companies deserve more of your money.","category":"POV","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2026-02-12","thumb":"/images/blog/your-mmm-is-making-assumptions/featuredImage.avif"},{"type":"post","id":"post:youtube-impact-in-marketing-mix","url":"/blog/youtube-impact-in-marketing-mix","title":"Is YouTube an overlooked powerhouse in your marketing mix?","excerpt":"If you don’t measure the halo effects of YouTube campaigns, then you may be leaving your best player on the bench.","category":"Trend Report","authorSlug":"will-holtz","authorName":"Will Holtz","publishedAt":"2025-08-18","thumb":"/images/blog/youtube-impact-in-marketing-mix/featuredImage.avif"},{"type":"post","id":"post:youtube-mmm-benchmarks","url":"/blog/youtube-mmm-benchmarks","title":"YouTube MMM benchmarks","excerpt":"There is also evidence that top-quartile brands have been figuring out YouTube channel while driving greater efficiency and incremental growth.","category":"Prescient Perspective","authorSlug":"will-holtz","authorName":"Will Holtz","publishedAt":"2025-03-06","thumb":"/images/blog/youtube-mmm-benchmarks/featuredImage.avif"},{"type":"post","id":"post:zero-party-data-vs-first-party-data","url":"/blog/zero-party-data-vs-first-party-data","title":"Zero-party data vs first-party data: Understanding the difference and why both matter","excerpt":"Imagine you’re getting to know someone new. They might tell you directly: “I love hiking and I’m vegetarian.” That’s them volunteering information.","category":"Strategy","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2026-02-11","thumb":"/images/blog/zero-party-data-vs-first-party-data/featuredImage.avif"},{"type":"post","id":"post:zero-party-data","url":"/blog/zero-party-data","title":"Zero-party data: How to collect customer insights they actually want to share","excerpt":"Remember when you could just ask someone their favorite color and trust they’d tell you the truth? Marketing wishes it were that simple.","category":"Strategy","authorSlug":"linnea-zielinski","authorName":"Linnea Zielinski","publishedAt":"2026-02-09","thumb":"/images/blog/zero-party-data/featuredImage.avif"},{"type":"glossary","id":"glossary:adjusted-r-squared","url":"/glossary/adjusted-r-squared","title":"Adjusted R-squared","excerpt":"A version of R-squared that accounts for the number of variables in a model, penalizing unnecessary complexity; useful for spotting when a model has more variables than its data can support.","category":"measurement"},{"type":"glossary","id":"glossary:adstock","url":"/glossary/adstock","title":"Adstock","excerpt":"The lingering effect of advertising spend after a campaign ends.","category":"media-mix-modeling"},{"type":"glossary","id":"glossary:attribution","url":"/glossary/attribution","title":"Attribution","excerpt":"The practice of assigning credit for conversions or revenue to marketing channels or 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Prescient handles onboarding, modeling, and customer success — so agencies can offer best-in-class measurement without the overhead.","category":"pricing-plans"},{"type":"faq","id":"faq:can-calibration-actually-make-my-model-less-accurate","url":"/faq#can-calibration-actually-make-my-model-less-accurate","title":"Can calibration actually make my model less accurate?","excerpt":"Yes, and this is exactly why Validation Layer exists. Prescient's research shows that incorporating external data can sometimes degrade model accuracy — especially if test data was compromised by exte…","category":"validation-trust"},{"type":"faq","id":"faq:can-i-drill-down-to-individual-campaigns","url":"/faq#can-i-drill-down-to-individual-campaigns","title":"Can I drill down to individual campaigns?","excerpt":"Yes for online models — you can drill all the way down to individual campaigns. For offline models, you can drill to the tactic level. Click tabs at the top of the table to switch views. Every level s…","category":"performance-reporting"},{"type":"faq","id":"faq:can-i-export-the-data","url":"/faq#can-i-export-the-data","title":"Can I export the data?","excerpt":"Yes. Hit \"Export Performance\" to download your data for presentations, board decks, or further analysis. You can also pull data directly from our API. Export the full table or just the date range and…","category":"performance-reporting"},{"type":"faq","id":"faq:can-i-run-multiple-scenarios-and-compare-them","url":"/faq#can-i-run-multiple-scenarios-and-compare-them","title":"Can I run multiple scenarios and compare them?","excerpt":"Yes. Create unlimited scenarios with different budget levels, timeframes, and campaign selections. Each scenario is named and saved so your team can review them together. You can compare any scenario…","category":"budget-optimization"},{"type":"faq","id":"faq:can-i-see-halo-effects-across-different-retailers","url":"/faq#can-i-see-halo-effects-across-different-retailers","title":"Can I see halo effects across different retailers?","excerpt":"Yes. Prescient AI maps halo effects across revenue destinations including Shopify, Amazon Selling Partner, and TikTok Shop. You can see exactly how much spillover revenue each channel generates on eac…","category":"halo-effects"},{"type":"faq","id":"faq:can-i-simulate-budget-changes-before-committing","url":"/faq#can-i-simulate-budget-changes-before-committing","title":"Can I simulate budget changes before committing?","excerpt":"Yes. Prescient's scenario planning lets you model different budget allocations and see the projected revenue outcome for each. You can test increasing Meta by 20%, shifting budget from Google to TikTo…","category":"scaling-saturation"},{"type":"faq","id":"faq:can-i-validate-the-model-against-incrementality-tests","url":"/faq#can-i-validate-the-model-against-incrementality-tests","title":"Can I validate the model against incrementality tests?","excerpt":"Yes. Prescient AI supports calibration with geo-lift tests, holdout tests, and platform-reported incrementality data. Our validation layer lets you compare model outputs against real experimental resu…","category":"media-mix-modeling"},{"type":"faq","id":"faq:do-i-need-a-data-science-team-to-use-validation-layer","url":"/faq#do-i-need-a-data-science-team-to-use-validation-layer","title":"Do I need a data science team to use Validation Layer?","excerpt":"No. Validation Layer is built for marketing leaders, not data scientists. You configure calibration sources, run comparisons, and see accuracy scores — all through the Prescient platform. Guardrails p…","category":"validation-trust"},{"type":"faq","id":"faq:do-i-need-a-data-team-to-use-prescient-ai","url":"/faq#do-i-need-a-data-team-to-use-prescient-ai","title":"Do I need a data team to use Prescient AI?","excerpt":"No. Most data flows through native integrations that connect directly to your ad platforms and analytics tools — no engineering tickets, no data warehouse required. For some data sources, we also allo…","category":"getting-started"},{"type":"faq","id":"faq:do-i-need-the-mmm-product-to-use-optimization","url":"/faq#do-i-need-the-mmm-product-to-use-optimization","title":"Do I need the MMM product to use optimization?","excerpt":"Yes — the optimization tool is powered by Prescient's media mix model. The MMM measures incremental impact and the optimization tool uses those measurements to forecast outcomes of different budget sc…","category":"budget-optimization"},{"type":"faq","id":"faq:does-optimization-work-at-the-campaign-level-or-channel-level","url":"/faq#does-optimization-work-at-the-campaign-level-or-channel-level","title":"Does optimization work at the campaign level or channel level?","excerpt":"Both. You can optimize at the channel level (e.g., shift budget from Meta to TikTok) or drill down to individual campaigns within a channel. You can also lock specific campaigns at their current spend…","category":"budget-optimization"},{"type":"faq","id":"faq:how-accurate-are-the-forecasts","url":"/faq#how-accurate-are-the-forecasts","title":"How accurate are the forecasts?","excerpt":"Forecast accuracy depends on the underlying MMM, which Prescient validates against incrementality tests and out-of-sample data. Brands using Prescient typically see 90%+ revenue prediction accuracy. T…","category":"budget-optimization"},{"type":"faq","id":"faq:how-do-halo-effects-change-my-budget-decisions","url":"/faq#how-do-halo-effects-change-my-budget-decisions","title":"How do halo effects change my budget decisions?","excerpt":"When you account for halo effects, channels that look mediocre on direct ROAS often become your highest-impact investments. Brands that optimize for total impact (direct + halo) typically uncover 40%+…","category":"halo-effects"},{"type":"faq","id":"faq:how-does-budget-optimization-work-in-prescient","url":"/faq#how-does-budget-optimization-work-in-prescient","title":"How does budget optimization work in Prescient?","excerpt":"You set the total budget, choose a forecasting timeframe (7, 14, 28 days or custom), and select which campaigns to include. Prescient's model — powered by your daily-updating MMM — simulates how diffe…","category":"budget-optimization"},{"type":"faq","id":"faq:how-does-prescient-help-brands-scale-ad-spend-confidently","url":"/faq#how-does-prescient-help-brands-scale-ad-spend-confidently","title":"How does Prescient help brands scale ad spend confidently?","excerpt":"Prescient AI uses a daily-updated media mix model with saturation curves and scenario forecasting to show you exactly where additional spend will drive profitable growth — and where it will hit dimini…","category":"scaling-saturation"},{"type":"faq","id":"faq:how-does-prescient-measure-halo-effects","url":"/faq#how-does-prescient-measure-halo-effects","title":"How does Prescient measure halo effects?","excerpt":"Prescient AI uses a mechanistic media mix model that decomposes each channel's revenue into base (direct) and halo (spillover) components. The model traces how spend on one channel lifts conversions a…","category":"halo-effects"},{"type":"faq","id":"faq:how-does-the-model-handle-channels-with-limited-data","url":"/faq#how-does-the-model-handle-channels-with-limited-data","title":"How does the model handle channels with limited data?","excerpt":"Our Bayesian hierarchical model uses priors informed by extensive brand benchmarks. This means even channels with limited spend history get reliable estimates — not just \"insufficient data\" warnings.…","category":"media-mix-modeling"},{"type":"faq","id":"faq:how-fast-does-it-pay-for-itself","url":"/faq#how-fast-does-it-pay-for-itself","title":"How fast does it pay for itself?","excerpt":"Most customers see the platform pay for itself within the first 2 months. The average ROAS improvement is +20% in 90 days — even a modest improvement in budget allocation covers the cost many times ov…","category":"pricing-plans"},{"type":"faq","id":"faq:how-is-this-different-from-just-increasing-spend-on-channels-with-good-roas","url":"/faq#how-is-this-different-from-just-increasing-spend-on-channels-with-good-roas","title":"How is this different from just increasing spend on channels with good ROAS?","excerpt":"Good ROAS today doesn't mean good ROAS at higher spend. Every channel has a saturation point where returns decline. Prescient shows you exactly where that inflection point is for each channel, so you…","category":"scaling-saturation"},{"type":"faq","id":"faq:how-is-this-different-from-traditional-mmm","url":"/faq#how-is-this-different-from-traditional-mmm","title":"How is this different from traditional MMM?","excerpt":"Traditional MMMs update quarterly, require a consulting team, and deliver results as static PowerPoint decks. Prescient AI updates daily, includes cross-channel halo effects, and gives you a live dash…","category":"media-mix-modeling"},{"type":"faq","id":"faq:how-is-this-different-from-using-in-platform-dashboards","url":"/faq#how-is-this-different-from-using-in-platform-dashboards","title":"How is this different from using in-platform dashboards?","excerpt":"In-platform dashboards show one channel at a time with self-attributed metrics. That means every platform takes credit for the same conversion — and you're comparing apples to oranges. Prescient puts…","category":"performance-reporting"},{"type":"faq","id":"faq:how-long-does-it-take-to-get-results","url":"/faq#how-long-does-it-take-to-get-results","title":"How long does it take to get results?","excerpt":"Most brands see their first actionable insights within 1–2 weeks of connecting data sources. Our models begin training immediately and update daily, so accuracy improves continuously from day one. No…","category":"getting-started"},{"type":"faq","id":"faq:how-much-does-prescient-ai-cost","url":"/faq#how-much-does-prescient-ai-cost","title":"How much does Prescient AI cost?","excerpt":"Pricing is based on your business size and the number of sales channels you operate. We offer SMB, Growth, and Enterprise tiers to determine your base platform fee. Book a demo and we'll walk through…","category":"pricing-plans"},{"type":"faq","id":"faq:how-often-does-the-dashboard-update","url":"/faq#how-often-does-the-dashboard-update","title":"How often does the dashboard update?","excerpt":"Daily. In-platform metrics refresh automatically from your connected ad accounts. MMM metrics recalculate with each daily model run. By the time you open Performance in the morning, yesterday's number…","category":"performance-reporting"},{"type":"faq","id":"faq:how-often-does-the-model-update","url":"/faq#how-often-does-the-model-update","title":"How often does the model update?","excerpt":"The model updates daily with your latest spend and performance data. This means your saturation curves, forecasts, and optimization recommendations always reflect current market conditions — not stale…","category":"getting-started"},{"type":"faq","id":"faq:how-often-should-i-re-run-optimization-scenarios","url":"/faq#how-often-should-i-re-run-optimization-scenarios","title":"How often should I re-run optimization scenarios?","excerpt":"Since the underlying model updates daily, your scenarios always reflect the latest data. Most teams run new scenarios weekly during active budget planning or whenever they're considering a significant…","category":"budget-optimization"},{"type":"faq","id":"faq:how-quickly-will-i-see-halo-effect-data","url":"/faq#how-quickly-will-i-see-halo-effect-data","title":"How quickly will I see halo effect data?","excerpt":"Halo effect data is available within 1–2 weeks of connecting your data sources. The model updates daily, so your halo measurements always reflect your most recent spend and performance — not outdated…","category":"halo-effects"},{"type":"faq","id":"faq:is-there-a-minimum-spend-to-get-started","url":"/faq#is-there-a-minimum-spend-to-get-started","title":"Is there a minimum spend to get started?","excerpt":"Prescient is built for brands spending $100K+ a month on advertising. If that sounds like you, the platform will more than pay for itself.","category":"pricing-plans"},{"type":"faq","id":"faq:what-ad-platforms-and-data-sources-do-you-integrate-with","url":"/faq#what-ad-platforms-and-data-sources-do-you-integrate-with","title":"What ad platforms and data sources do you integrate with?","excerpt":"Prescient AI integrates natively with Meta, Google, TikTok, Snapchat, Pinterest, Amazon, CTV/OTT platforms, Shopify, and more. We also connect to analytics tools like Google Analytics and revenue sour…","category":"getting-started"},{"type":"faq","id":"faq:what-are-halo-effects-in-marketing","url":"/faq#what-are-halo-effects-in-marketing","title":"What are halo effects in marketing?","excerpt":"Halo effects are the spillover revenue that one marketing channel generates on another. For example, a TikTok awareness campaign may drive branded search on Google, or a Streaming TV ad may lift Amazo…","category":"halo-effects"},{"type":"faq","id":"faq:what-are-saturation-curves-and-why-do-they-matter-for-scaling","url":"/faq#what-are-saturation-curves-and-why-do-they-matter-for-scaling","title":"What are saturation curves and why do they matter for scaling?","excerpt":"Saturation curves show the relationship between spend and return for each channel. As you increase spend, every channel eventually hits a point of diminishing returns — where each additional dollar ge…","category":"scaling-saturation"},{"type":"faq","id":"faq:what-data-does-the-performance-dashboard-show","url":"/faq#what-data-does-the-performance-dashboard-show","title":"What data does the Performance dashboard show?","excerpt":"Two types of metrics in a single table: in-platform numbers (impressions, clicks, CPM, channel ROAS) and MMM-derived numbers (paid revenue, new customers, CAC, paid ROAS). You see both what platforms…","category":"performance-reporting"},{"type":"faq","id":"faq:what-data-sources-can-i-use-to-calibrate-my-model","url":"/faq#what-data-sources-can-i-use-to-calibrate-my-model","title":"What data sources can I use to calibrate my model?","excerpt":"Validation Layer supports calibration with incrementality test results (geo-lift, holdout experiments), post-purchase survey data (KnoCommerce, Fairing, etc.), MTA platform outputs, and custom busines…","category":"validation-trust"},{"type":"faq","id":"faq:what-if-im-already-working-with-an-agency","url":"/faq#what-if-im-already-working-with-an-agency","title":"What if I'm already working with an agency?","excerpt":"Prescient works alongside your agency. Many brands use Prescient to validate agency recommendations, set shared KPIs grounded in MMM data, and give their agency teams the forecasting tools they need t…","category":"getting-started"},{"type":"faq","id":"faq:what-is-model-validation-in-marketing-mix-modeling","url":"/faq#what-is-model-validation-in-marketing-mix-modeling","title":"What is model validation in marketing mix modeling?","excerpt":"Model validation tests whether your MMM's predictions actually match real business outcomes. It includes backtesting against historical data, cross-validation across time periods, holdout testing on u…","category":"validation-trust"},{"type":"faq","id":"faq:whats-the-contract-structure","url":"/faq#whats-the-contract-structure","title":"What's the contract structure?","excerpt":"Annual contracts. Every subscription includes full platform access, dedicated customer success, all integrations, and onboarding from day one.","category":"pricing-plans"},{"type":"faq","id":"faq:whats-the-difference-between-calibration-and-validation","url":"/faq#whats-the-difference-between-calibration-and-validation","title":"What's the difference between calibration and validation?","excerpt":"Calibration adjusts your model's parameters using external data like incrementality tests or surveys to improve alignment with known performance. Validation tests whether those adjustments actually im…","category":"validation-trust"},{"type":"faq","id":"faq:which-channels-typically-produce-the-most-halo-effects","url":"/faq#which-channels-typically-produce-the-most-halo-effects","title":"Which channels typically produce the most halo effects?","excerpt":"Upper-funnel channels like Streaming TV, Meta awareness campaigns, and TikTok typically generate the highest halo effects. They drive branded search, direct traffic, and cross-retailer conversions tha…","category":"halo-effects"},{"type":"faq","id":"faq:why-cant-i-just-trust-my-mmm-vendors-default-model","url":"/faq#why-cant-i-just-trust-my-mmm-vendors-default-model","title":"Why can't I just trust my MMM vendor's default model?","excerpt":"Every model makes assumptions about your business — how channels interact, how fast effects decay, how seasonality works. Those assumptions may not capture your unique dynamics. Without testing them a…","category":"media-mix-modeling"},{"type":"research","id":"research:omen-identifiability-inductive-bias-and-mechanistic-modeling-in-marketing-mix-models","url":"/research/omen-identifiability-inductive-bias-and-mechanistic-modeling-in-marketing-mix-models","title":"OMEN: Identifiability, Inductive Bias, and Mechanistic Modeling in Marketing Mix Models","excerpt":"Marketing Mix Modeling (MMM) is widely used to guide large-scale marketing investment decisions, yet practitioners routinely observe instability, implausible elasticities, and contradictory budget rec…"},{"type":"legal","id":"legal:gdpr-commitments-statement","url":"/legal/gdpr-commitments-statement","title":"GDPR Commitments Statement","excerpt":""},{"type":"legal","id":"legal:privacy-policy","url":"/legal/privacy-policy","title":"Privacy Policy","excerpt":""},{"type":"legal","id":"legal:terms-of-service","url":"/legal/terms-of-service","title":"Terms & Conditions","excerpt":""}],"popularPages":[{"url":"/","title":"Prescient AI","category":"Home"},{"url":"/pricing","title":"Pricing","category":"Company"},{"url":"/platform/media-mix-model","title":"Media Mix Model","category":"Platform"},{"url":"/case-studies","title":"Case studies","category":"Resources"},{"url":"/integrations","title":"Integrations","category":"Resources"}],"recentPosts":[{"url":"/blog/direct-mail-in-cross-channel-attribution","title":"The unique challenge of direct mail in cross channel attribution","thumb":"/images/blog/direct-mail-in-cross-channel-attribution.avif","publishedAt":"2026-04-16","category":"Marketing Measurement"},{"url":"/blog/how-to-lower-customer-acquisition-costs","title":"A practical guide to how to lower customer acquisition cost","thumb":"/images/blog/how-to-lower-customer-acquisition-costs.avif","publishedAt":"2026-04-15","category":"Strategy"},{"url":"/blog/how-to-increase-lifetime-value","title":"How to increase customer lifetime value","thumb":"/images/blog/how-to-increase-lifetime-value.avif","publishedAt":"2026-04-15","category":"Strategy"},{"url":"/blog/what-is-category-demand","title":"What category demand is and why it matters","thumb":"/images/blog/what-is-category-demand.avif","publishedAt":"2026-04-14","category":"Marketing Measurement"},{"url":"/blog/ltv-cac-ratio","title":"What LTV:CAC ratio means and why it matters","thumb":"/images/blog/ltv-cac-ratio.avif","publishedAt":"2026-04-14","category":"Strategy"},{"url":"/blog/hidden-cost-cutting-awareness-spend","title":"The hidden cost of cutting awareness spend","thumb":"/images/blog/hidden-costs-cutting-awareness-spend.avif","publishedAt":"2026-04-13","category":"Strategy"}]}