The Future of Ad Spend Attribution

Episode Summary

In this episode of the Free to Grow CFO podcast, Jon Blair and Michael True discuss the intricacies of scaling DTC brands with a focus on marketing measurement. They explore the transition from traditional click-based attribution to marketing mix modeling, emphasizing the importance of understanding the relationships between various marketing channels. Michael shares his journey from the music industry to founding Prescient AI, a platform designed to provide insights into marketing performance across multiple channels. The conversation also touches on the challenges of measuring retail performance, the impact of iOS 14 on digital advertising, and the role of AI in enhancing marketing strategies.

Key Takeaways

-MMM is essential for brands expanding into omnichannel marketing with significant top-of-funnel spend.

-Tools like Prescient AI can help scale profitably by uncovering relationships between channels that traditional attribution methods miss.

-The future of marketing measurement lies in combining MMM with other tools to create a full picture of brand performance.

Episode Links

Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/

Mike True - https://www.linkedin.com/in/michaeljtrue/

Free to Grow CFO - https://freetogrowcfo.com/

Prescient AI - https://prescientai.com/

Meet Mike True

Mike True is the co-founder and CEO of Prescient AI, which provides AI-driven marketing mix modeling solutions for omnichannel brands. Prior to starting Prescient, Mike was responsible for helping clients of App Annie, IBM, and Oracle generate millions of dollars in revenue through the implementation of various artificial intelligence and analytics solutions.

Transcript

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00:00 Introduction

05:48 Understanding Marketing Mix Modeling

11:58 Navigating Post-iOS 14 Challenges

18:11 Insights on Retail and Delayed Sales Data

25:49 Understanding Diminishing Returns in Ad Spend

32:02 Integrating Prescient AI into the Marketing Tech Stack

38:07 Closing Thoughts