The lab
Ephurim
We built a neural prediction engine for the glaring inefficiency in advertising: creative you cannot measure until you have already spent.
David Goldfinch · Founder
David Goldfinch founded this work after a career spent making messages that had to move people — television, direct mail, and campaigns whose results could be counted the following morning. His trackable results run past a billion dollars. The organisations that trusted him with their words include CBN, Skanska, American Eagle, and the U.S. Coast Guard.
Raised in the South Pacific and shaped by years farming cattle in Samoa, he immigrated to the US with $80 and a dream. The question that followed him was the same one sitting in every media plan: why do some messages move markets, and why do you only find out after the spend?
The Neuroeconomic Conversion Engine was his first answer. Moach — a neural prediction engine trained on real MRI — and NeuroAd are the next. The Neuro-Persuasion Index system is patent-pending.
Can you train a model to predict a brain’s response to a new ad? Moach v1 is the first answer.
We believe persuasion can be quantified, mapped and optimized.