marketing-mix-modeling
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Marketing Evolution asks who really earned the sale
A telecom provider cut conversion budgets and recorded 81% more checkouts. Marketing Evolution’s explanation leads from the last click to a much less glamorous place: the data underneath the dashboard.
The Sponsorship That Finally Met the Spreadsheet
A company built to answer marketing's awkward question - did that expensive idea actually sell anything? Alembic is taking the question from the campaign dashboard to the executive budget meeting.
John Busbice and the Trouble With Looking Back
For more than two decades, John Busbice has worked on a stubborn question: how can a model help someone choose the next dollar, not merely explain the last one? At Keen Decision Systems, that question became a company, an algorithmic discipline and a quiet campaign against the ornamental dashboard.
Greg Dolan Built a Compass for Marketing's Next Dollar
The former Kraft and Campbell's marketer spent years asking what conventional reports could not answer. With Keen Decision Systems, he turned that frustration into a forward-looking system for deciding where the next dollar belongs.
Jon Lorenzini Wants Marketing’s Prettiest Graphs to Earn Their Keep
After years inside Google, Facebook and Snap, the LiftLab executive has arrived at a bracing standard for analytics: if a dashboard does not change a decision, it is décor.
LiftLab Wants Marketers to Stop Taking Credit - and Start Proving What Their Ads Actually Caused
Ad platforms are generous graders of their own homework. LiftLab gives growth teams a sterner test: what changed because the ad ran, how far can spending scale, and when should the money move somewhere else?
Markacy Made Marketing Answer to the CFO - Then 24 Seven Bought the Whole Playbook
Two ex-consultants left PwC with no clients, no name and one sharp thesis: ad spend should behave like invested capital. Seven years later, their finance-first agency had an Inc. 5000 badge, a roster from Malbon to Google Cloud, and an acquirer with the creative muscle they wanted.
The Dashboard Is Dead. Newton Research Wants Its AI Agents Holding the Media Budget
Marketing teams have plenty of dashboards and too few answers. Newton Research is betting that a trained, auditable crew of AI agents can turn scattered data into decisions - and carry those decisions all the way into the media buy.
Prescient AI
Prescient AI is a marketing measurement and optimization platform that uses machine learning and Bayesian statistics to show brands how much revenue each advertising channel actually drives. Its marketing mix model (MMM) captures full-funnel impact - including the indirect halo effects campaigns have on organic lift and downstream revenue - then forecasts future performance and recommends budget allocation across DTC ecommerce, Amazon, and retail. Founded in 2019 and headquartered in Miami, the company serves 100+ omnichannel and DTC brands and positions itself as an independent, privacy-safe alternative to last-click attribution.
Will Holtz
Will Holtz runs strategy and operations at Prescient AI, the marketing mix modeling platform that tells omnichannel brands where the next dollar should go. He listed as Interim CEO on the company page and VP of Strategy & Operations across recent profiles - a range of hats at a fast-moving Series A startup. A Cornell economics-and-psychology grad with a Wharton MBA, he started in finance at Morgan Stanley and Soros Fund Management before spending a decade in the trenches of DTC operations at Recess, Grove Collaborative, SourceMedium and his own ventures. On the side he co-founded and hosts Don't V*LOOKUP, a podcast about how the best operators actually use their data.