What Proof Analytics does

Proof Analytics (legal entity Proof Data Corporation) is a Houston-based, privately held SaaS company founded in 2021 that sells a causal analytics and go-to-market effectiveness platform to enterprise CMOs, CFOs, CROs and CDOs. The company positions its core product, Proof CausalAI, as the only GTM Effectiveness Software Certified by the Marketing Accountability Standards Board (MASB), using automated regression modeling and machine learning to deliver counterfactual "what if?" scenarios, rolling forecast recalculation and actuarial-grade, risk-adjusted budgeting outputs tied to revenue, profitability and cash flow outcomes.

The product surface spans four assets: Proof CausalAI (the core analytics platform), Proof MRM on Salesforce (a native Salesforce Lightning marketing resource management application distributed via AppExchange), Proof GTM Manager (go-to-market planning and execution) and Proof Lumina (a generative-AI chatbot companion). The platform is delivered through a tiered subscription model with entry-level pricing at $4,500 per month on a six-month contract, scaling to $10,000-$14,500 per month at the enterprise tier; Proof MRM is sold per-seat at $29-$49 per month, and Proof Causal.ai is offered on AWS Marketplace in $7,500, $15,000 and usage-based enterprise tiers.

The go-to-market is enterprise field sales plus channel partnerships. Named customers include Honeywell, AWS, Samsung, Oracle, Intel, United Healthcare, Deloitte, Bayer, Johnson Controls, Hill & Knowlton/WPP and Real Chemistry, alongside emerging-market cases such as CARS24 and IWB. Distribution leverages native Salesforce and AWS Marketplace listings, a Partner Acceleration Program for agencies and consultancies led by Global Alliance Leader Rasmus Almqvist, and a Stockholm-based EMEA sales operation under Head of Sales EMEA Maziar Nodehi. Marketing is driven primarily by thought leadership content, including the "Accelerating Value" podcast and an extensive SEO-optimized blog.

Name

Proof Analytics

Legal name

Proof Data Corporation

Website

https://proofanalytics.ai

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Proof Analytics is a Houston-based SaaS company that sells Proof CausalAI, a MASB-certified causal analytics and marketing mix modeling platform, to enterprise CMOs, CFOs, CROs and CDOs to prove and optimize GTM spend, alongside Proof MRM on Salesforce, Proof GTM Manager and Proof Lumina AI companion.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Marketing Research and Public Opinion Polling (541910), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Model Governance, Approval Workflows & Auditability (HDAAABAJ)

akta.pro secondary industry

Data Quality, Validation & Ground Truth Auditing (HDAAALAF)

Keywords

• Marketing mix modeling
• Causal analytics software
• Marketing resource management
• Go-to-market effectiveness
• Predictive marketing analytics

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Proof CausalAI SaaS Subscription: Tiered subscription model for Proof CausalAI platform with three main tiers: Entry-Level ($4,500/month) for counterfactual modeling with synthetic data, Mid-Tier ($7,000-$10,500/month) for real data integration with automated recalculations, and Enterprise ($10,000-$14,500/month) for full-featured unlimited modeling. All tiers require 6-month minimum contracts. Additional usage-based add-ons available for extra data volume or recalculations.
2. Proof GTM Manager on Salesforce: Per-seat subscription pricing for MRM software: $29/month per seat for SMB tier and $49/month per seat for Enterprise tier, both requiring annual contracts. Available through Salesforce AppExchange.
3. Proof Causal.ai on AWS: Annual subscription model: $7,500/year for 5 models, $15,000/year for unlimited SaaS contract, Enterprise tier priced at 1/4 of 1 percent of annual spend under causal analysis with unlimited modeling.
4. Performance-Based/PROI-Aligned Pricing: Optional pricing model where costs are tied to measurable improvements in ROI. Customers can choose ROI-aligned pricing where fees are connected to demonstrated business outcomes.
5. Strategic Business Reports: One-time report option at $7,000-$9,500 for in-depth business strategy analysis with operational layers, performance metrics, and market insights. Ongoing quarterly updated reports available at $2,500/month. Bundled add-on for existing subscribers at $3,500/month.
6. Agency/Consultancy Audit Services: One-time comprehensive evaluation of agency or consultancy impact at $10,000-$25,000. Ongoing performance tracking at $7,000-$10,500/month per client. Custom performance-based pricing tied to measurable improvements in agency-driven ROI available.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Proof Analytics offers a cloud-based SaaS causal analytics platform, Proof Causal.AI, that uses automated regression modeling to enable marketing mix modeling, 'what if' counterfactual scenario planning, and causal forecasting for enterprise go-to-market teams. The platform connects GTM spend to revenue, profitability, and cash flow outcomes. It also provides Proof MRM, a native Salesforce Marketing Resource Management application for campaign planning, budgeting, asset management, compliance, and approvals.

Product overview

Proof Analytics offers a suite of AI-powered marketing and go-to-market effectiveness software. The core platform is Proof Causal.AI, which provides causal forecasting and 'what if?' scenario modeling using regression analysis and machine learning. This integrates with Proof MRM (Marketing Resource Management), which is built natively on Salesforce and available through the AppExchange, providing campaign planning, budgeting, asset management, compliance, and approvals. Additional products include Proof GTM Manager for go-to-market team management and Proof Lumina, an AI Companion chatbot. The platform is positioned for B2B companies needing to prove marketing ROI and optimize GTM investments, particularly under fiduciary duty requirements. Pricing ranges from $4,500/month for entry-level counterfactual modeling to $14,500/month for enterprise real-data causal forecasting.

Differentiator

Problem solved

Functional benefit

Products and services

• Proof Causal.AI Cloud-based SaaS causal analytics platform that uses automated regression modeling to provide 'what if' counterfactual scenarios, causal reporting and forecasting, and optimization models for enterprise go-to-market spend. Connects marketing, sales, and communications investment to revenue, profitability, and cash flow outcomes. The only GTM Effectiveness Software Certified by MASB.
• Proof MRM on Salesforce Marketing Resource Management software built natively on Salesforce Lightning and distributed through the Salesforce AppExchange. Provides campaign planning, budgeting, digital asset management, collaboration, compliance and approvals, integrated with Proof's MMM analytics. Priced per seat ($29 SMB, $49 Enterprise per month, annual contract).
• Proof GTM Manager Go-to-market management tool that helps GTM teams plan, execute, and optimize all activities in one interface while demonstrating the business impact of GTM investments through causal evidence.
• Proof Causal.ai on AWS

Quantifiable outcome

• 32% expansion in the number of large deals for aerospace conglomerate customer
• +4 more outcomes

Named customers14 records

Segments8 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, core and supporting.

• SalesforceflagshipTechnology or IntegrationProof MRM is the only Marketing Resource Management software built natively on Salesforce Lightning platform, available through Salesforce AppExchange. This strategic integration enables marketing teams to work directly in Salesforce with Proof's MMM analytics, eliminating the need for spreadsheet-based processes. Managing Director Cathy Lanning of Salesforce Industry Business Consulting publicly endorses the solution.
• Amazon Web Services (AWS)coreTechnology or IntegrationProof Causal.ai is available on AWS as a cloud-native deployment option. AWS logo appears prominently in customer testimonials and partner sections. AWS director of communications Chris Talago publicly endorses Proof Analytics. The platform leverages AWS infrastructure for scalable cloud delivery.
• Marketing Accountability Standards Board (MASB)coreStrategic or Co-development PartnerProof CausalAI is the only GTM Effectiveness Software Certified by MASB. This certification validates Proof's methodology and accuracy for causal analytics, providing third-party credibility for enterprise sales and customer trust.
• Data Aggregators (Partnership)supportingTechnology or IntegrationProof has partnered with several data aggregators to help customers easily ingest data into the platform. This enables analysts to access data that may be spread across multiple channels and formats, streamlining the regression modeling process.
• MettlesupportingStrategic or Co-development PartnerProof Analytics partnered with Mettle to deliver best-in-class brand, reputation, and sustainability analytics. This partnership enhances Proof's capabilities in corporate affairs and advisory services.
• Partner Acceleration Program PartnerssupportingChannel Partner/ Reseller/ DistributorThe Proof Partner Acceleration Program enables agencies, consultancies, and resellers to sell and implement Proof solutions. Global Alliance Leader Rasmus Almqvist leads the program, providing go-to-market support and technical enablement to partners.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• Gong: Gong is a revenue intelligence platform that uses AI to analyze sales conversations and pipeline for CROs and revenue leaders. It is adjacent rather than directly competitive, but targets a similar C-suite buyer persona (CRO/CMO) and an overlapping analytics-led enterprise sales motion.

Broad incumbents

• NielsenIQ: NielsenIQ is a global measurement and data analytics company that offers marketing effectiveness, audience measurement, and consumer insights at scale. It competes with Proof on marketing ROI analytics but bundles those capabilities into a much broader measurement portfolio for enterprise CPG and media clients.
• Circana: Circana (the combined IRI and NPD business) is a large consumer and retail measurement analytics provider that offers MMM and marketing effectiveness solutions alongside broader market intelligence. It competes with Proof in the marketing analytics layer but serves a much wider portfolio of consumer goods and retail customers.
• LiveRamp: LiveRamp is a data connectivity and identity platform that has expanded into measurement and marketing effectiveness analytics. It competes with Proof at the analytics layer for enterprise CMOs while offering a much broader data collaboration and audience infrastructure portfolio.
• Adobe Analytics: Adobe Analytics is part of Adobe Experience Cloud and increasingly bundles marketing mix modeling, attribution, and customer journey analytics into its enterprise platform. It competes with Proof as a broader analytics incumbent with substantially larger R&D and enterprise distribution.

Direct peers

• Analytic Partners: Analytic Partners is a commercial Marketing Mix Modeling and commercial analytics platform serving many of the same Fortune 1000 CMOs and CFOs that Proof targets. Both companies sell causal/ROI analytics for marketing and GTM investments with comparable enterprise pricing and customer profiles.
• Marketing Evolution: Marketing Evolution is a SaaS marketing effectiveness platform that provides outcome-based measurement and optimization for CMOs and marketing leaders. It directly overlaps with Proof's CausalAI value proposition in helping enterprises prove and improve marketing ROI.
• Ipsos MMA: Ipsos MMA is the marketing mix modeling specialist practice within Ipsos, offering MMM, attribution, and marketing effectiveness analytics to large global advertisers. It is the most direct consultancy-plus-software peer to Proof, targeting the same C-suite buyers with comparable MMM methodologies.

Emerging players

• Meta Robyn (open-source MMM): Meta's Robyn is an open-source MMM library released by Meta for marketing mix modeling using Bayesian methodologies. Like Meridian, it competes indirectly with Proof by providing enterprises a free, credible alternative for running MMM analytics in-house.
• Google Meridian (open-source MMM): Google's Meridian is an open-source MMM framework released by Google that enables enterprises to run marketing mix modeling internally. It is not a commercial SaaS competitor but directly threatens Proof's paid MMM positioning by offering a credible free alternative that data science teams can deploy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/proofanalytics
• Facebookfacebook.com/ProofAnalytics
• LinkedInlinkedin.com/company/proofanalytics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Proof Analytics