Technology.

Redefining Measurement for the Real World.

Prophecy is our purpose-built Media Mix Modelling (MMM) solution designed for businesses that may not have the luxury of high-volume data. Building on the power of Ignition – our proprietary data transformation platform – Prophecy delivers strategic clarity and predictive power without the need for thousands of daily orders or sales.

What Prophecy Delivers

Smarter Attribution. Strategic Insight. Actionable Forecasts.

Prophecy goes beyond traditional bottom-funnel measurement tools. It empowers businesses to:

Measure long-term advertising impact across online and offline channels
Forecast future sales and run “what if” scenarios
Guide media planning with predictive ROI modelling
Calibrate strategies using incrementality testing

Meet our team.

Whether you’re running omnichannel campaigns or navigating uncertainty in upper-funnel activity, Prophecy helps you invest smarter and grow faster.

Tom Carter

Business Director - Technology

With 20 years of experience in marketing technology and data services, Tom specialszes in helping businesses of all sizes overcome challenges. He identifies the tools, methods, and expertise needed to deliver smart, tailored solutions.

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Heather Connearn

Managing Director

An award-winning marketer with 20+ years of experience, Heather is the Managing Director of Space & Time. She’s laser-focused on client value, fostering a people-first culture, and driving both operational and strategic excellence across the agency.

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Jake Arnold

Solutions Architect

Jake specialises in the technical aspects of digital marketing and brings many years of hands-on experience to the most complex of tracking, measurement and reporting issues or wider projects. Creating efficiencies in your data integrations or enhancing what information can be collected in the first place, Jake will work with your technical team, and get the best out of ours, to deliver lasting success.

Mohammad Dafiri

Data Engineer

An in-depth knowledge of database systems and data warehousing solutions puts Mo at the core of the ongoing development and maintenance of our data transformation platform, Ignition. Solving unique business challenges in terms of connecting to, centralising and segmenting data is a specialism.

Samuel Touhey

Support Executive

The Technology team provide a hub of tracking, integration and analytical support to the wider agency, from channel specialists to client experience teams. Sam expertly manages the flow and successful resolution of these important incoming requests and the overall efficiency of our internal ticketing system.

Edward Allen

Solutions Analyst

Leading the agency’s web analytics related services - primarily armed with an encylopeadic knowledge of Google Analytics – Ed will enthusiastically show you how to get the most out of your web tracking and audiences. Through numerous audits and training session deliveries, Ed is skilled at tailoring his findings and recommendations to suit all levels of analytics knowledge, from new site set ups to global business reporting rethinks.

How It Works

1. Scoping & Data Connection

We connect a minimum of two years of structured marketing data using our Ignition platform. This includes organic data feeds like consumer confidence, interest rates, and weather patterns to enrich the model.

2. Marketing Mix Effectiveness Analysis

We assess the incremental ROI of each channel, accounting for seasonality, diminishing returns, and long-term impact.

3. AI-Powered Budget Allocation

Our Budget Allocator forecasts outcomes and recommends optimal media spend to maximise ROI and meet growth targets.

4. Incrementality Testing

We run geo-incrementality tests to isolate causal impact, comparing exposed vs. control regions. These insights calibrate the MMM for greater accuracy.

Why Prophecy Is Different

Designed for Low-Volume Data Environments

Unlike traditional MMM tools that require thousands of daily events, Prophecy is engineered to work with leaner datasets, making it ideal for challenger brands, niche sectors, or emerging campaigns.

Built for Growth Prophecy isn’t just a tool; it’s a strategic partner.

It helps you validate campaign strategies, de-risk investments, and unlock new opportunities for growth.