How Eko Health doubled ROAS with Prescient’s MMM

Learn how Prescient’s marketing campaign optimizations, data forecasting, and Halo-Effects supercharged Eko Health’s paid spend across channels.

About

Eko Health designs and develops digital stethoscope technology. The Eko app’s AI-powered algorithm helps healthcare professionals detect heart murmurs, atrial fibrillation, and other forms of heart disease.

Challenge

Eko Health wanted to leverage MMM to generate incremental revenue

Eko Health’s digital performance marketing was working. They were getting results and seeing the data they needed from Google Analytics, data channels, and attribution models. However, the team felt there were hidden opportunities they can uncover with predictive modeling. So, they hoped to tap into Marketing Mix Models (MMMs) to find efficiencies within their current budget and pull the right levers to drive more incremental revenue.

But any experienced performance marketer assumes that most digital marketing and performance tools take months to digest a company’s data. Joe Tertel, Senior Director of Consumer and Performance Marketing at Eko, wanted something faster — a need that grew more urgent as cookies and tracking pixels became less and less reliable over the past 12 months.

Eko offers a highly differentiated product line, so they needed hyper-specific insights. Joe didn’t want a platform that provided recommendations based on data from external models and other companies. So he was thrilled to discover Prescient, which could apply MMM in a way that would be specific to Eko’s business and help his team understand incrementality and generate results accordingly.

For a better understanding of incrementality, Eko needed an MMM that showed how their budget and media spend really impact revenue.

Solution

Prescient’s custom-built MMM provides near-perfect spend forecasting

Throughout Joe’s extensive experience in the space, he’s never encountered another tool that provides such a holistic view of relevancy and correlation while simultaneously going into granular detail.

The same day Eko connected its data to Prescient, recommendations started rolling in. Within the first 7 days after the low-lift onboarding flow, Eko implemented changes based on Prescient’s recommendations and began to see a positive impact across ROAS metrics.

As Eko launches even more products on Amazon, Prescient continues to optimize ROAS. Joe says it’s a huge value-add for their Amazon storefront — even providing credit to campaigns they run on non-Amazon-related media channels.

• Halo-Effects enable Eko to clearly understand how non-Amazon prospecting campaigns across Meta and TikTok impact their downstream Amazon sales.
• Granular top-of-funnel insights help Joe’s team identify how much immediate revenue each channel generates while also considering the time-lagged effect of future revenue — down to the campaign level.

Diving deeper, Prescient’s channel and campaign-level insights helped Eko optimize spend in real-time, while custom-built algorithms created highly accurate budget allocation recommendations in tandem. This approach paid off — Prescient’s forecasting came within 2% of Eko’s real data, up to 84 days out.

In short, Prescient’s MMM was exactly the solution that his team needed.

Results

Eko increased ad spend by 30% to capitalize on Prescient’s insights

Prescient provides critical data for Eko’s marketing operation to drive constant campaign optimizations. Its data forecasting feature helps Joe identify high-returning campaigns so he can make the case to the finance team for scaling media spend efficiently.

More specifically, Joe points out that Eko couldn’t have driven such high incremental revenue at an incredibly high return without using Prescient. Here’s how that benefitted the brand:

• 48% revenue lift
• 2x ROAS increase
• 43% website traffic growth
• 30% increase in ad spend budget

Prescient’s MMM is vital to Eko’s marketing stack because it brings their data to life. Critically, it illuminates how media spend impacts incremental revenue, especially for hard-to-measure top-of-funnel campaigns and across opaque sales channels like Amazon.

Considering how quickly Prescient’s existing tools provided them with ROAS insights, the team at Eko is looking forward to even more granular modeling over the 12 months to support its ambitious growth targets.

Using Prescient to optimize our spend seriously speeds up the process by focusing our efforts on the campaigns that are actually driving incremental revenue for us.