What Is Prophecy

Every business reaches a point where instinct alone isn’t enough. Prophecy is built for that moment. It’s Space & Time’s bespoke Media Mix Modelling solution, designed to help brands make smarter investment decisions even in lean‑data environments where huge daily volumes of sales or conversion data aren’t available.

MMM depends on strong historic data, consistent media spend records across all channels, CRM or ecommerce inputs, and a wide range of contextual signals. Prophecy gains a major advantage by drawing its inputs from Ignition – our award‑winning data collection and transformation platform – ensuring every dataset is centralised, clean, robust and modelling‑ready.

From there, Prophecy delivers clarity on how media spend drives key outcomes over time, while giving you the predictive power to understand what comes next and where to allocate budget for the strongest return on investment.

Why Prophecy Matters

Many MMM tools rely on large, high-velocity datasets to produce reliable outputs. That’s fine for brands with thousands of daily transactions, but it leaves a lot of businesses out of the picture. Challenger brands and  specialist sectors often work with leaner datasets, which means the usual modelling approaches fall short. Prophecy is built for these real-world conditions, where data isn’t huge but the need for clarity is.

What Prophecy Does

Prophecy works with smaller datasets and still produces stable, decision-ready insight. Because it’s powered by Ignition, it pulls together marketing data such as spend and channel activity with contextual signals like seasonality or external influences.

With key capabilities of Prophecy, a business can:

  • Measure long-term advertising impact across multiple channels
  • Forecast future enquiries or sales
  • Run “what if” scenarios, e.g., “What happens if we reallocate spend from Channel A to Channel B?”
  • Use AI to recommend optimal media-budget allocation based on projected performance
  • Perform geo-incrementality testing (i.e. test performance in different regions vs control geographies) to calibrate models and isolate causal impact

That makes Prophecy a working tool for both strategic planning and responsive, data-backed decision-making.

How Prophecy Works

Here’s an outline of the typical Prophecy workflow:

Scoping and Data Connection

  • At minimum, the model needs around two years of structured marketing data
  • Data may also include external feeds, such as macro-economic indicators, seasonal trends, perhaps even weather or other environmental data, depending on context

Marketing Mix Effectiveness Analysis

  • The model estimates incremental ROI for each channel
  • It accounts for seasonality, diminishing returns, adstock effects (i.e. long-term value of channel investment)

AI-Powered Budget Allocation

  • Using predictive analytics, Prophecy forecasts outcomes and recommends an optimal spend distribution to meet growth or ROI targets

Incrementality Testing and Calibration

  • Through geo-incrementality tests (exposed vs control regions), it draws causal insights
  • These calibration tests improve accuracy over time, especially when data is sparse
  • This makes Prophecy far more than a static dashboard! It’s a living forecasting engine that adapts as new data flows in.

Who Benefits from Using Prophecy

Prophecy is ideal for:

  • Emerging or niche brands that don’t yet hit high sales volume
  • Businesses with mixed offline and online marketing where traditional attribution fails or is getting increasingly difficult to manage.
  • Marketers who want to forecast ROI and test “what if” scenarios before committing budgets

If you’re navigating a growth stage or you operate in a vertical where every conversion counts, Prophecy gives you the clarity and confidence to spend smarter.

Prophecy and Space & Time’s Wider Approach

Prophecy builds on Space & Time’s broader philosophy: mixing media, human insight and data to drive real growth. The Ignition platform is already central to many of our services – from eCommerce performance and property marketing to healthcare campaigns.

Prophecy builds on that foundation and adds a touch of future‑focused intelligence. It gives teams a clear view of what’s likely to happen next. It turns Growth Marketing into something that feels less uncertain, more guided and far more achievable.