Having worked in commerce and marketing in my past life, I’ve spent countless hours trying to find more accurate forms of measurement to drive stronger ROI for brands. The benefit of the DTC model was that you had one predominant sales channel and were able to track every click in a customer's journey. With tools like Segment (Headline portfolio company), it was possible to build my own multi-touch models or for brands to be able to lean on out of the box solutions.
Since I left marketing, I’ve constantly heard about depreciation of pixels and diversification of channels, making measurement and optimization nearly impossible. How are brands supposed to know where to spend money to drive return? Today brands are trying to piece together ad platform data, multi-touch attribution models, and sales data to try and triangulate where to deploy future marketing dollars. Headline is thrilled to be co-leading Prescient’s $10M Series A to give marketers the most accurate and actionable way to predict where to deploy their dollars to see the most ROI.
Prior to the rise of DTC commerce, there was really only one way to measure for large scale brands: Marketing Mix Models (“MMM”). MMMs like Neilson cost seven figures and were run on large lookback windows, making it impossible for marketers to be data-driven and agile.
With the rise of AI and continued depreciation of pixels, there was no better time for the MMM model to be totally reinvented, building a real measurement solution on which brands could take action and optimize every single day. After a fifth brand had told me about Prescient as a need to have, I knew a solution had emerged. After I met the founders, Michael True and Cody Greco, and saw their insatiable drive to solve this problem for all advertisers, I was sure this was going to be the future of measurement. I believe we have begun the shift away from multi-touch models to the next-gen MMMs that will drive the future of decisioning for advertisers.
After speaking with customers, I consistently heard about the incredible time-to-value customers saw, noting the other solutions were clunky and hard to get started. Many customers mentioned Prescient’s predicted lift on dollar investments were incredibly accurate and immediately made marketers trust what they advised them. Today, Prescient works with incredible brands like HexClad, Nood, GOOD AMERICAN, Cozy Earth and many others. If you’re a brand looking to learn more, please email mike@prescient-ai.io.
If you are a founder building tools for brands, advertisers or the next generation of commerce, please email me at taylor@headline.com or our team at software@headline.com.