Purpose-built framework powers the industry’s most advanced agnostic platform for always-on marketing measurement, forecasting, and optimization

Prescient AI released a new forecasting and optimization model built from the ground up to replace failing measurement frameworks that can’t keep pace with high-stakes marketing environments. As the first fundamentally new architecture since marketing mix modeling (MMM) was introduced in the 1960s, Prescient’s proprietary model ushers in a new class of decision intelligence technology–delivering measurement and forecasting capabilities unmatched by any media measurement solutions available.

Prescient gives us a complete, daily-updating picture of what drives sales across our ecommerce store and Amazon.

“With 15 years of MMM experience, I know the difference between an incremental improvement and true innovation,” said David Baker, Chief Digital Officer at Beekman 1802. “Prescient’s model sets a new benchmark for insight and forecasting accuracy.”

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All MMM platforms are anchored on decades-old regression modeling–or open-source models that have been modernized by big tech, yet still rely on the same outdated mathematical foundations. Reinventing the core methodology to mirror how marketing interacts with the real world, Prescient combines advanced statistical modeling and machine learning technology to solve for the complexity, speed, and ambiguity of media landscape.

“When we started Prescient AI, we put every available open-source model to the test,” said Cody Greco, CTO and cofounder of Prescient AI. “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. So we made a tough call. We started over.”

Based on key principles of marketing dynamics in the digital age, Prescient built the first model to:

• Truly understand halo effects, measuring how top-of-funnel activity impacts downstream revenue through unexpected and undervalued channels.
  
  
• Deliver granular campaign-level insights, refreshed daily – without sacrificing accuracy.
  
  
• Go beyond correlation to identify actual cause-and-effect relationships, for more precise forecasting and actionable optimizations.
  
  
• Identify multiple unique efficiency points, rather than assume simple, linear ad saturation applies to every channel, campaign, and brand.

“Optimizing paid media with incomplete data is like flying blind,” said Connor Rolain, Head of Growth at HexClad. “Prescient gives us a complete, daily-updating picture of what drives sales across our ecommerce store and Amazon. This next evolution of the model lets us do the same for retail—and that’s a game-changer.”

The groundbreaking model unlocks a new era of innovation—starting with powerful new features that are already live in the Prescient AI platform:

• Retail Attribution: Omnichannel brands get a unified view of media impact across DTC, wholesale, retail stores, Amazon, and other key revenue streams. In one platform, marketers can see how paid media channels and campaigns influence each other, pinpoint the sales channels where that impact becomes revenue, and get spend allocation recommendations based on forecasted performance in different scenarios.
  
  
• Agnostic Data Ingestion: Brands can now incorporate their own measurement data—from incrementality testing, multi-touch attribution (MTA), MMM platforms, post-purchase surveys, and other trusted sources—into the Prescient AI platform. With transparency across all forms of measurement, marketers can determine the validity of disparate measurement data and are in control of which methods inform the model.

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While there are many measurement providers and several ad platforms that have recently bolted MMM onto their core offerings, there is an inherent risk in getting MMM insights from the same vendors that provide multi-touch attribution and incrementality testing–or sell the actual ads. Prescient AI is the only independent platform that will incorporate data from any source to provide unbiased validation, analysis, forecasting and recommendations for what to do next.

The transformative math that defines the model and platform positions Prescient AI—recently named Predictive Modeling Solution of the Year by the 2025 AI Breakthrough Awards—to continue advancing a broader class of decision-making technology, with future applications well beyond marketing optimization.