Prophet has grown 309% over the past 12 months, with its marketing measurement platform now supporting more than 40 brands.
The Melbourne-based business says larger companies are moving away from quarterly marketing reporting towards systems that test likely outcomes before advertising and budget decisions are made.
Its platform creates what it describes as a digital clone of an organisation, using more than 100,000 macroeconomic and behavioural signals to model possible results under different spending and market scenarios. These inputs include consumer confidence, inflation, fuel prices, employment, interest rates and category conditions.
The platform is now used across consumer goods, retail, automotive, financial services, insurance, travel, wagering and software, modelling billions of dollars in annual media investment.
Recent clients include BYD, MYOB, KitchenAid, Rest Super, TAL, Drummond Golf, Intrepid Travel, Picklebet and Suzuki. Newer users include Endeavour Group, which is applying the system across Dan Murphy's and BWS.
Endeavour Group Head of Marketing - Media and Digital Nick Berry said the appeal of pre-campaign modelling is growing as marketing teams face increasing pressure to justify spending decisions in commercial terms.
"As we simplify the business, we need a clearer view of what's genuinely driving commercial outcomes and where investment can work harder. Prophet lets us model decisions before we make them - how media, market conditions and customer behaviour interact across the whole system - so we can move faster and stay accountable for the call," said Nick Berry, Head of Marketing - Media and Digital, Endeavour Group.
The shift
The growth comes as marketers face greater scrutiny from finance teams and senior executives over advertising's contribution to revenue and profit. Prophet cited industry research showing that only 40 per cent of marketers believe advertising's commercial contribution is well understood by the C-suite.
That pressure has increased interest in tools that go beyond traditional marketing mix modelling, which typically reviews outcomes only after spending has occurred. Prophet argues that businesses increasingly want to compare scenarios before committing budgets, particularly in an uncertain economy.
The company calls this approach Rehearsed Reality. In practice, it involves building a model of a client's business, then testing how media investment, pricing decisions and changing external conditions may affect performance.
Jordan Taylor-Bartels, Chief Executive Officer and Co-Founder of Prophet, said the demand reflects a broader shift in how marketing measurement is being used inside larger organisations.
"For years, marketing measurement has been built around reporting. Every quarter, every six months or once a year, marketers receive a report explaining what happened. By then, the budget has already been spent," said Jordan Taylor-Bartels, Chief Executive Officer and Co-Founder, Prophet.
"We're now seeing organisations ask fundamentally different questions: What happens if consumer confidence drops? What happens if we move investment between channels? What happens if a competitor doubles its share of voice? Teams want to understand the likely outcome before they commit the budget," said Taylor-Bartels.
He said marketing has long been treated differently from other parts of the business, where major commercial decisions are commonly tested before implementation.
"Every other major commercial decision gets rehearsed before it's made. Marketing has been one of the few business functions expected to spend first and explain later. The organisations leading the charge have decided that's simply too expensive a way to operate," said Taylor-Bartels.
Founded in Melbourne in 2024, Prophet says the Australian Financial Review BOSS recognised it as the most innovative company in the media and marketing category in 2025. Its recent client wins and expansion across more than 40 brands suggest demand for forward-looking measurement tools is spreading beyond specialist marketing teams into broader commercial planning.
"Marketing measurement is evolving from a reporting function into a commercial decision-making capability. The organisations leading this shift aren't replacing experience or judgement. They're giving their teams a rehearsal space where they can test different scenarios, understand commercial risk and make more confident investment decisions before a dollar is spent," said Taylor-Bartels.