Best Times & Frequencies (Daily, Weekly, Monthly)

Using Prescient effectively requires balancing frequent engagement with long-term planning. Businesses should integrate Prescient into their workflows based on their needs:

Daily: For campaign managers making real-time adjustments to ad spend and bidding strategies. Prescient helps optimize daily spend allocation for short-term performance.
Weekly: Provides a mid-term perspective on marketing trends, helping teams adjust budgets across channels based on emerging patterns.
Monthly: Enables strategic decision-making by evaluating the effectiveness of the overall marketing mix and making major budget adjustments.

Regular training sessions and platform check-ins help users stay updated on best practices and maximize their use of Prescient.

Incorporating MMM into Routine Processes

Marketing Mix Modeling (MMM) is most effective when integrated into ongoing performance analysis and strategic planning. Businesses can maximize Prescient’s MMM by:

Benchmarking expected vs. actual revenue performance to identify optimization opportunities.
Analyzing channel saturation trends to determine when and where to adjust budget allocations.
Running counterfactual simulations to test different marketing strategies without impacting live campaigns.

How Do I Develop Trust in the Model?

Minimum Spend Requirements for Model Confidence

Prescient can model campaigns with at least $50/day in spend (Full requirements available here). However, forecasts may have lower confidence with limited data. As more time-series data accumulates, the model identifies clearer spend-to-revenue relationships.

Handling Discrepancies in Forecasts

Prescient focuses on overall revenue trends rather than daily fluctuations. While some day-to-day variations may not align perfectly, the model provides a reliable forecast of long-term revenue impact.

Understanding Counterfactuals and Incrementality

Counterfactuals help businesses answer “what if” questions—such as what would happen if ad spend on a particular channel was reduced to zero—without requiring real-world campaign changes. These simulations allow data-driven decision-making without disrupting live campaigns.

Key Visuals That Build Trust

Prescient provides intuitive visual tools to help users trust and interpret model predictions:

Base vs. Halo Effect Rollup: Displays direct (base) and indirect (halo) revenue contributions from each channel, helping businesses assess cross-channel interactions.
MMM % of Total Chart: Illustrates the proportion of total revenue or new customers driven by paid media, offering clarity on marketing effectiveness.
Performance Trends & KPI Report: Tracks key performance metrics over time, helping identify trends and deviations.
Insight Drawers & Attribution Tabs: Offers granular analysis on campaign performance, breaking down direct vs. indirect contributions for transparency.

Testing Framework & Validation

To increase confidence in MMM results, businesses should implement a structured testing framework:

Holdout Testing: Temporarily reducing spend on a specific channel and measuring revenue impact to validate Prescient’s predictions.
Geo-Testing: Running regional experiments to isolate the effects of marketing spend in different locations.
Cross-Validation: Comparing modeled results against historical performance to ensure consistency and reliability.

By embedding Prescient into daily, weekly, and monthly workflows and leveraging MMM testing methodologies, brands can make informed, data-driven marketing decisions that optimize performance and maximize return on ad spend.

Building a Data-Driven Culture with Prescient’s MMM

Guidelines for Cadence of Report Sharing

Regular reporting helps businesses leverage Prescient’s MMM insights effectively. Reports should align with decision-making cycles:

Daily reports: Best for operational teams monitoring campaign performance in real time.
Weekly reports: Ideal for assessing short-term trends and making adjustments to budgets.
Monthly reports: Essential for leadership teams reviewing overall marketing effectiveness and long-term strategic adjustments.

Understanding the Full Marketing Environment

Where Halo Effects Come In

Halo effects capture the secondary impact of marketing spend on channels beyond direct conversions. Prescient’s MMM helps quantify these effects, showing how top-of-funnel activities contribute to conversions over time.

Uncovering Channel Correlations

Marketing channels do not operate in isolation. Prescient’s platform uncovers correlations between different marketing efforts, helping teams understand how investments in one channel influence performance in others.

Understanding These Relationships in the Platform

Prescient provides intuitive visualizations and reports that highlight these interconnected relationships, allowing teams to make data-driven decisions with confidence.

Optimizing in an Environment of Connected Channels

With Prescient’s MMM, businesses can optimize their marketing mix by considering the interactions between channels. The model provides actionable insights to ensure budgets are allocated efficiently, maximizing both direct and halo-driven revenue contributions.

What to Expect During Your First 8 Weeks

Prescient users with the biggest wins follow the same general timeline:

Week 0-1: Prep & Onboarding

Review carefully selected prep materials designed to help you hit the ground running.
Comprehensive product overview with your CS rep focusing on our three core pages—homepage, performance, and optimization—to streamline navigation and understanding your data.

Week 2: Discovery & Planning

With your CS rep, develop a tailored plan for how Prescient can best serve your needs based on your specific KPIs and business goals.
Examine historical data from your channels and campaigns, validating or challenging existing assumptions about their performance.

Week 3: Platform Check-In

Build two custom views in the platform based on your business goals. Common ones include:

Amazon vs Shopify
Bottom of funnel vs top of funnel
Custom KPIs based on your north star

Week 3: Create Optimizations

Build a 14- or 28-day optimization with your CS rep based on the length of a conversion cycle for your business.
We suggest starting conservatively, and the optimization will be customized for your business goal, i.e., CAC or ROAS.
Use the accept/reject feature to help track optimizations.

Week 4: Implementation

You implement changes to align with your planned optimizations in the relevant channel platforms.

Week 6 or 8: Track & Report

Receive a report from your CS rep summarizing how your initial optimizations performed.
6-week mark if you run a 14-day optimization; 8-week mark if you run a 28-day optimization.

Week 6 or 8: Rinse & Repeat

It can take more than one or two rounds to find the optimal mix for your unique brand.
Use the findings from your previous optimization to build on what you’ve learned and drive ROI even higher in your next one.
Your CS rep is available to show you how we think about iterating using this platform feature.
6-week mark if you run a 14-day optimization; 8-week mark if you run a 28-day optimization.