In a bold challenge to the outdated foundations of marketing measurement, Prescient AI has launched what it calls the first new model architecture since the dawn of marketing mix modeling (MMM) in the 1960s. And it’s not a retrofit. Built entirely from scratch, Prescient’s platform is rewriting the rules of media attribution, campaign forecasting, and spend optimization—with a level of accuracy and insight that legacy models can’t touch.

Marketing leaders have long struggled with lagging MMM frameworks—clunky, correlation-heavy models based on regression math designed for simpler times. Prescient’s new engine replaces these blunt tools with what it dubs a “decision intelligence” platform—capable of parsing today’s high-speed, high-complexity media environments with precision.

“Prescient’s model sets a new benchmark for insight and forecasting accuracy,” said David Baker, Chief Digital Officer at Beekman 1802, adding weight to the claim. Baker, who’s worked with MMM systems for over 15 years, calls the technology “true innovation,” not just an incremental upgrade.

Built From Scratch, Because the Old Math Just Doesn’t Cut It

Rather than polish up dated regression models like most modern MMM providers, Prescient's team made the radical decision to start from zero. CTO and cofounder Cody Greco explained why: “We put every available open-source model to the test... and realized building on them would limit us. So we started over.”

That blank-slate mindset paid off. Prescient’s new model isn’t just about seeing what worked—it’s about uncovering why it worked. It identifies cause-and-effect relationships between campaigns and outcomes, handles multi-touch dynamics with daily granularity, and accounts for real-world marketing behaviors—like halo effects, nonlinear ad saturation, and channel interdependence.

What the Model Delivers

Prescient’s reimagined platform brings together some powerful new capabilities, already live:

• Retail Attribution: Unlike traditional models that treat channels as silos, Prescient tracks media influence across direct-to-consumer (DTC), wholesale, retail, and Amazon. Marketers get a unified view of where media spend actually converts, and how campaigns amplify each other.

• Granular, Daily Forecasting: Campaign-level performance is refreshed daily, not monthly or quarterly—allowing agile optimization at a pace that reflects today’s digital environments.

• Cause, Not Just Correlation: The model goes beyond pattern-spotting to detect true causality in media impact, allowing marketers to act on insights, not assumptions.

• Adaptive Efficiency Modeling: Instead of assuming a linear relationship between spend and return, the platform recognizes that each channel, brand, and campaign has its own efficiency curve.

• Agnostic Data Ingestion: Brands can feed in third-party measurement data from MTA, incrementality tests, MMM tools, or even post-purchase surveys. The model doesn’t dictate the “right” source—it validates all of them for consistency, transparency, and insight quality.

Independent by Design

Prescient’s independence may be its biggest strategic asset. As major ad platforms bolt MMM into their broader offerings, they often blur the line between measurement and media sales. Prescient, in contrast, takes no media dollars—giving brands confidence that insights and recommendations aren’t biased by a vendor’s agenda.

“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 Future of Decision Intelligence

Fresh off being named Predictive Modeling Solution of the Year by the 2025 AI Breakthrough Awards, Prescient is eyeing a broader application for its platform. While marketing optimization is the first battlefield, its architecture has potential well beyond media—into finance, supply chain, and any domain where predictive agility is now a business imperative.

In an industry defined by borrowed math and outdated benchmarks, Prescient’s proprietary model offers something rare: a truly new foundation for faster, smarter, and more confident marketing decisions.

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