Limited Supply S12 E6: Redefining Media and Marketing Measurement (with Michael True, CEO of Prescient AI)
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May 14, 2025 Michael True, CEO of Prescient AI, is a marketing innovator specializing in dynamic Media Mix Modeling. He reveals how brands can optimize their media spend and measure marketing impact in real-time. The conversation covers the transition from traditional tracking methods to predictive models, the significance of the halo effect, and why good reporting is essential for effective storytelling. With insights into strategies for navigating budget uncertainties, True emphasizes the importance of adapting to a rapidly changing marketing landscape.
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What is Media Mix Modeling?
- Media Mix Modeling (MMM) measures top-of-funnel media spend and redistributes credit from last-click to more accurately assign campaign impact.
- MMM provides budget optimization recommendations to help marketers reallocate spend confidently.
From Music to Marketing Software
- Michael True began building predictive models for the music industry to recommend tours and measure streaming impact without last-click data.
- The complexity of music promotion and viral factors inspired him to create software that accurately attributed multi-channel spend.
Validating MMM with Cardi B
- Using historical streams and spend data, Prescient predicted Cardi B song performance with 96.3% accuracy.
- This success proved MMM could accurately measure complex, multi-channel marketing without last-click data.