In this episode of Limited Supply, host Nik Sharma interviews Mike True, the creator of Prescient, an MMM (Media Mix Modeling) tool. The discussion revolves around MMM, its importance in measuring top-of-funnel marketing spend, and how it differs from MTA (Multi-Touch Attribution) and incrementality testing. Mike shares the story of Prescient's origins in the music industry, where it was used to predict the success of songs based on marketing spend and other factors. They discuss how Prescient helps brands understand the halo effect of upper-funnel channels on e-commerce, Amazon, and retail sales, and how it can be used for budget optimization and scenario planning, especially in the face of changing market conditions like tariffs. Mike emphasizes Prescient's ability to integrate various data sources, including first-party, second-party, and third-party data, to create accurate models and provide actionable insights for marketers. The episode also touches on the future of attribution, with a focus on the consolidation of different measurement methods and the role of AI in providing curated insights.
