Ep 591: Attribution and Sources Of Truth - What Platforms To Believe with Michael True, Prescient AI

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Imagine the confidence you'll gain by making informed, forward-looking decisions and forecasting with accuracy using machine learning. We discuss the shift from granular metrics to a grander perspective that focuses on your marketing efficiency ratio—knowledge that can keep your brand ahead of the curve.

In this episode, Jordan West with guest Michael Churm, the co-founder and CEO of Prescient AI. Michael brings his rich tech experience from Oracle, IBM, and App Annie to share how Prescient AI is revolutionizing marketing measurement. We explore the transformative impact of AI in navigating post-iOS 14.5 challenges, the role of multi-touch attribution, and the importance of understanding ad spend's impact on revenue. 

Listen and learn in this episode!

Key takeaways from this episode:

• Adaptation to Modern Challenges: Prescient AI offers cookie-free analytics, updating marketing mix models to tackle privacy changes like iOS 14.5.
• AI’s Role: AI helps solve measurement issues and tracks ad spend impact across channels for a comprehensive marketing view.
• AOV’s Impact: Average Order Value affects ad attribution, with platforms like TikTok and Pinterest creating halo effects, complicating immediate measurement.
• Multi-Platform Strategy: Scaling brands should diversify media beyond Meta and Google to include CTV, podcasts, and TikTok Shop.
• Evolving Attribution Models: Machine learning-driven models offer dynamic, daily insights, improving on traditional infrequent models.
• Beyond ROAS: Jordan West argues advanced tools provide deeper insights than ROAS, especially for brands with larger ad budgets.
• TikTok Attribution: TikTok Shop enhances attribution, but high AOV items remain challenging due to longer decision cycles.
• Calls to Action: Michael Churm urges brands to consult with analytics vendors for scaling and emphasizes selecting the right partner.

Today’s Guest: 

Michael True, the co-founder and CEO of Prescient AI. With a tech background honed at major companies like Oracle, IBM (on the Watson team), and App Annie, Michael brings a wealth of experience to the table. He is an expert in marketing analytics, specifically leveraging artificial intelligence to solve complex measurement challenges without relying on cookies or pixels.

Recommended Apps/Tools:

Prescient AI: https://prescientai.com/ 

Triple Whale: https://www.triplewhale.com/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow