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 today’s 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 today.
“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.”
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decades-old regression modeling–or open-source models that have been modernized by big tech, yet still rely on the same outdated mathematical foundations.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 today’s media landscape.
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“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.”
SOURCE: PRNewswire