Overview

Prescient’s most successful clients achieve their biggest wins by leveraging Marketing Mix Modeling (MMM) to make data-driven decisions that optimize spend, increase efficiency, and maximize revenue. By adopting best practices, they gain a competitive edge, avoid common attribution pitfalls, and confidently scale their marketing investments.

In this article, you’ll learn:

• How leading brands use Prescient’s MMM to refine their marketing strategies.
• The key behaviors that separate the most successful clients from the rest.
• How businesses scale confidently by understanding their top-of-funnel impact.
• The importance of measuring Halo Effects and refining channel allocation.
• Real-world examples of companies optimizing their marketing for sustainable growth.

Common Traits of High-Performing Clients

They Measure the Full Value of Upper-Funnel Channels

Scaling effectively requires brands to accurately measure and invest in upper-funnel channels like TV, YouTube, and Display. Without proper measurement, brands tend to underinvest in awareness campaigns, missing out on long-term revenue growth.

💡

Key Insight

Successful brands use Prescient’s MMM to quantify the impact of top-funnel marketing and confidently scale beyond platforms like Meta and Google.

Case Study Example:Beekman 1802

• Challenge: Uncertain impact of Linear TV on performance marketing.
• Solution: Used Prescient’s MMM to analyze cross-channel influence.
• Result: Increased Linear TV spend share by 2.5x, improving paid marketing ROAS by 11% in just four months.

Case Study Example:Jones Road Beauty

• Challenge: Needed to validate increased TV spend.
• Solution: Used Prescient insights to measure the impact of upper-funnel campaigns.
• Result: Doubled Linear TV spend in a month while maintaining ROAS.

They Leverage Halo Effects to Optimize Multi-Channel Spend

Traditional attribution models often fail to capture the cross-channel impact of marketing efforts. Prescient’s Halo Effects measurement reveals how awareness campaigns drive conversions across different platforms over time.

💡

Key Insight

Understanding Halo Effects helps brands reallocate budgets for greater overall efficiency rather than overinvesting in direct-response ads.

Case Study Example:Quiet Owl Agency

• Challenge: Unclear impact of YouTube prospecting campaigns.
• Solution: Measured Halo Effects to assess YouTube’s influence on sales.
• Result: 600% increase in YouTube spend and three consecutive record-breaking sales months for BillieBars.

Case Study Example:HexClad

• Challenge: Needed to optimize Amazon and DTC marketing synergy.
• Solution: Used Prescient’s Halo Effect insights to prevent over-attribution to DTC.
• Result: 20% increase in ROAS and 40% improvement in MMM efficiency.

They Optimize for Incrementality Instead of Last-Click Attribution

Rather than relying on platform-reported metrics, high-performing clients use MMM to determine true incremental revenue from their ad spend. This allows them to prioritize high-value channels while avoiding inefficient spending.

💡

Key Insight

Modeled Attribution helps brands avoid overvaluing bottom-funnel channels that appear strong in last-click reporting but offer minimal incremental lift.

Case Study Example:Eko Health

• Challenge: Needed to identify the most efficient acquisition channels.
• Solution: Used MMM to optimize budget allocation.
• Result: Increased ad spend by 30%, leading to 2x ROAS and 48% revenue growth.

Case Study Example:Catalina Crunch

• Challenge: High CAC across Amazon and DTC channels.
• Solution: Used Prescient’s spend allocation recommendations.
• Result: Lowered CAC by 24% in one month, significantly improving blended profitability.

They Trust Data Over Platform Bias

Ad platforms like Google and Meta often over-report ROAS due to self-attribution bias. High-performing brands rely on modeled data rather than making short-term decisions based on incomplete or misleading platform-reported metrics.

💡

Key Insight

Prescient’s MMM helps brands distinguish real growth from inflated attribution numbers, allowing for more strategic budget allocation.

Case Study Example:TileCloud

• Challenge: Google Ads platform reported a 30% drop in revenue.
• Solution: Used Prescient’s dashboard to verify performance.
• Result: Avoided pausing effective campaigns, preserving growth.

They Use Scenario Forecasting for Confident Budgeting

Instead of guessing where to allocate spend, top clients model different budget scenarios using Prescient’s forecasting tools before making financial commitments.

💡

Key Insight

Scenario Forecasting helps brands identify diminishing returns, ensuring that each marketing dollar contributes to revenue growth.

Case Study Example:Good American

• Challenge: Needed to optimize daily ad spend across multiple channels.
• Solution: Used Prescient’s forecasting to simulate spend shifts.
• Result: 24% faster revenue growth and 3x cost savings across Meta, TikTok, and Google.

They Act Quickly with Real-Time Optimizations

Speed matters in marketing. The best-performing brands don’t wait weeks for performance reviews—they make daily optimizations based on updated MMM insights.

💡

Key Insight

Prescient provides daily refreshed models, allowing clients to adjust spend in real-time without waiting for end-of-month reports.

Case Study Example:HexClad

• Challenge: Needed to optimize ad spend across international markets.
• Solution: Used Prescient’s MMM to adjust budgets daily.
• Result: Their Head of Advertising runs Prescient’s model multiple times per day to maintain a highly efficient ad strategy.

Case Study Example:Eko Health

• Challenge: Needed immediate insights after onboarding.
• Solution: Implemented Prescient’s recommendations within a week.
• Result: Immediate improvements in ROAS and incremental revenue.

Conclusion

The most successful Prescient clients follow a clear set of data-driven best practices:

• ✅ They invest confidently in top-of-funnel channels, understanding their long-term impact.
• ✅ They leverage Halo Effects to ensure multi-channel spend efficiency.
• ✅ They prioritize incremental revenue over misleading last-click metrics.
• ✅ They trust modeled insights over platform-reported data.
• ✅ They use scenario forecasting to optimize spend allocation.
• ✅ They act quickly, making real-time adjustments to capitalize on opportunities.

By consistently applying these strategies, these brands unlock scalable growth, reduce inefficiencies, and maximize ROI.