Michael True

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.