What Cassandra does

Cassandra is an AI-driven marketing measurement SaaS platform that combines Marketing Mix Modeling (MMM) with geo-lift incrementality experiments to help brands determine where and how much to spend on advertising to maximize ROI. The platform is built on a hybrid technical foundation that integrates Facebook's open-source Robyn and Google's open-source Meridian MMM frameworks, layered with proprietary geo-based incrementality testing, automated data pipelines via API connectors, and an AI-powered Target ROAS Budget Allocator that runs what-if scenarios across channels. Models refresh bi-weekly, and the platform is delivered as a self-service no-code tool accessible via web, with a free trial and SSO signup at incrementality.cassandra.app, alongside a sales-assisted enterprise motion. Dedicated variants exist for agencies (with white-label support) and brands across eCommerce, B2B, education, fintech, and nonprofit verticals.

Cassandra generates revenue through subscription-based SaaS contracts with recurring fees, billing monthly or annually, and auto-renewal; pricing is not publicly disclosed and quotes are obtained via sales. The company reports €1.4M in ARR having crossed €1M in 16 months while remaining profitable, with €500M+ in cumulative ad spend measured across 60-100+ marketing team customers. Named customers span fashion retail (Gina Tricot), DTC (Cura of Sweden, Velasca), travel (Boscolo Viaggi), nonprofits (charity: water, Treedom), shipping (Spedire.com), and education (UniPegaso), with reported case-study outcomes ranging from +10% to +82% ROI/CPO/CAC improvements. Distribution combines a product-led self-serve funnel with enterprise field sales, supported by an extensive content marketing apparatus including the Cassandra Academy, blog, podcast, and YouTube channel. The company holds Meta Measurement Partner status, SOC-2 Type II certification, and was named to the Sifted 100 Southern Europe 2026.

Name

Cassandra

Legal name

Cassandra Srl

Website

https://cassandra.app

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Cassandra is an AI-driven SaaS platform that combines Marketing Mix Modeling with geo-lift incrementality testing to help brands optimize advertising budget allocation across channels, serving marketing teams across eCommerce, B2B, education, nonprofit, and travel verticals.

Ownership category

akta.pro rank

Product category

Marketing Measurement and Analytics Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

akta.pro secondary industry

Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK)

Keywords

• Marketing mix modeling
• Incrementality testing
• Marketing measurement software
• Advertising budget optimization
• Marketing analytics platform

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Platform Subscription: Subscription-based SaaS platform with recurring fees for access to MMM and incrementality testing services. Users select subscription period and pay recurring fees. Auto-renewal at end of each subscription period.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Cassandra sells an AI-driven SaaS platform that combines Marketing Mix Modeling with geo-lift incrementality testing to help marketing teams measure channel-level ROI across online and offline media and decide where to allocate advertising budgets. The platform delivers self-service no-code access to MMM and incrementality experiments with bi-weekly model refreshes, AI-powered budget allocation via what-if scenarios, and automated data ingestion via API connectors. Customers are primarily B2B marketing teams at eCommerce, retail, B2B, fintech, education, and nonprofit organizations.

Product overview

Cassandra is an AI-driven Marketing Measurement Platform offering a unified SaaS solution combining Marketing Mix Modeling (MMM) and incrementality experiments. The platform consists of a core measurement engine that processes historical marketing data through statistical models (leveraging Facebook Robyn and Google Meridian methodologies) combined with geo-based incrementality testing capabilities. Key products include the Marketing Mix Model for channel-level ROI analysis, Incrementality Testing for causal experiment validation, and Always-on Incrementality for continuous measurement. The platform is delivered as a self-service tool for non-technical marketers, with specialized variants for agencies (white-label support) and brands across industries including eCommerce, B2B, education, charity, and fintech. Additional offerings include the Cassandra Academy educational hub and the Target ROAS Budget Allocator for AI-powered optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• Cassandra Platform Unified SaaS platform combining Marketing Mix Modeling and geo-lift incrementality experiments that tells brands where and when to invest in advertising to drive growth, delivering measurement in under 30 days through a self-service, no-code interface.
• Marketing Mix Model (MMM) Statistical regression-based service that quantifies channel-level ROI, diminishing returns, and adstock effects across all marketing channels including offline media, leveraging both Facebook Robyn and Google Meridian methodologies.
• Incrementality Testing Geo-based controlled experiment service that compares test regions against matched control regions to measure the true causal impact of advertising channels and validate MMM outputs.
• Always-on Incrementality Continuous, always-on incrementality measurement service across all channels with real-time experiment capabilities that enable ongoing validation and calibration of marketing models.
• Cassandra for Agencies Platform variant designed for marketing agencies to manage MMM and incrementality testing across multiple client accounts, with white-label deployment capabilities.
• Cassandra for Brands Platform variant for direct brand use, with pre-built industry solutions tailored to eCommerce, B2B, universities, charity, and fintech verticals.

Quantifiable outcome

• +53% ROI for Gina Tricot (Fashion Retail)
• +5 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• MetacoreStrategic or Co-development PartnerMeta Measurement Partner with exclusive access to advanced incrementality tools. Strategic partnership enabling deeper integration with Meta advertising platforms.
• Google MeridiancoreTechnology or IntegrationFirst platform to offer seamless Google Meridian comparison alongside Facebook Robyn. Integration partnership for multi-measurement-model approach.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Triple Whale: Triple Whale is a leading eCommerce-focused marketing measurement platform combining attribution, MMM, and incrementality for DTC brands — directly competing with Cassandra's core offering and target vertical.
• Northbeam: Northbeam provides cross-channel marketing attribution, incrementality testing, and MMM-style measurement for eCommerce and DTC brands, overlapping closely with Cassandra's hybrid MMM + incrementality approach.
• Recast: Recast is a dedicated Marketing Mix Modeling SaaS platform for DTC and eCommerce teams, making it a direct competitor to Cassandra's MMM core product with similar self-service positioning.
• Measured: Measured offers an MMM + incrementality platform purpose-built for DTC brands and agencies to optimize paid media ROI — a head-to-head competitor in the same category and customer base as Cassandra.
• Rockerbox: Rockerbox provides cross-channel marketing measurement and attribution with MMM and incrementality components for brands and agencies, competing with Cassandra for the same enterprise measurement budgets.

Broad incumbents

• Skai: Skai (formerly Kenshoo) is a broader cross-channel marketing analytics and activation platform with MMM and incrementality capabilities — an established incumbent that overlaps with Cassandra but spans a much wider portfolio.
• Google (Meridian): Google's open-source Meridian MMM framework is one of Cassandra's stated foundations and is increasingly offered with adjacent Google tooling — a broad incumbent where a direct adoption (without Cassandra's UX layer) is a credible substitute for some customers.
• Meta (Robyn): Meta's open-source Robyn MMM framework underpins Cassandra's hybrid approach; Meta's own measurement partner ecosystem and rising platform-side MMM tooling represent a potential long-term competitive pressure on independent MMM vendors.
• Nielsen (MMM): Nielsen is the traditional enterprise MMM provider used by large advertisers for decades — a broad incumbent against which Cassandra competes on speed, self-service, and cost, particularly in CPG and enterprise accounts.

Emerging players

• Conversion Logic: Conversion Logic offers cross-channel marketing measurement and attribution with MMM elements; smaller-scale than Skai but with overlapping measurement methodology, making it a comparable emerging player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@cassandra-mmm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cassandra