S12 E6: Redefining Media and Marketing Measurement (with Michael True, CEO of Prescient AI)

Real-time tracking might be fading, but media measurement is entering a new era. Nik’s got Michael True, CEO of Prescient AI on this week’s episode to talk about how modern brands can confidently allocate budget, quantify impact, and optimize media spend using Media Mix Modeling (MMM). It’s about top of the funnel measurement. How do you use the data the right way? What’s a halo effect? What does Cardi B have to do with this?  From building predictive models for the music industry to managing $200M+ in monthly media spend across e-commerce, retail, and CPG brands, Mike shares why MMM is no longer a once-a-year tool.  Plus, Nik explains why good reporting = good storytelling. And for brands, this is a NEED when it comes to breaking it down for others.  Prescient AI is the world’s smartest marketing decision engine, powered by the most dynamic MMM. Forecast, test, optimize, and scale top-of-funnel spend with confidence. Visit ⁠https://prescientai.com/limited⁠  Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.   Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ   And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.   Follow Nik: Twitter: https://www.twitter.com/mrsharma