The proprietary technology launches as a standalone product for brands and agencies seeking to optimize media spend during active campaigns
Ars X Machina (AXM), a media and analytics agency, announced the commercial launch of Agile Mix Modeling™, the first measurement platform designed by media practitioners to deliver full campaign measurement across offline and online channels, including walled gardens. The breakthrough allows marketers to compare Meta against podcasts, Amazon Ads against out-of-home, and Connected TV against search on a level playing field, allowing budget shifts while campaigns are still in-flight. The technology launches after powering campaign optimizations that have delivered ROI increases of 40% or more for brands including Sierra Nevada Brewing Co. and GE Lighting, a Savant company.
For decades, marketers have made budget decisions in the dark. Walled garden platforms report their own metrics in their own dashboards, making true cross-channel comparison impossible. Traditional marketing mix models take months to deliver answers. Agile Mix Modeling™ solves this by ingesting aggregated data daily from all channels, including closed ecosystems, using machine learning to prove out which investments are actually driving incremental sales.
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“Marketers have been forced to choose between measurement tools that are either too slow to be useful or too narrow to show the full picture,” said Sara Owens, SVP of Analytics and Data Science at AXM. “Agile Mix Modeling™ solves both problems. It measures everything, including social, search, TV, podcasts, retail media, and out-of-home, and delivers insights in time to actually shift budgets and improve outcomes. We’re seeing clients increase ROI by 40% or more through in-flight optimizations.”
The platform addresses a growing crisis in media measurement. Legacy marketing mix models typically require four to six weeks of manual data collection, processing, and modeling, delivering insights only after campaign budgets have been spent. Multi-touch attribution systems struggle with privacy regulations and signal loss, and can’t measure offline channels and walled gardens. Platform-specific analytics cannot connect performance across channels. Agile Mix Modeling™ uses automated collection of daily time series data, Bayesian modeling methods, is privacy-compliant, and delivers a unified view of campaign performance.
Proven Results Across Categories
Sierra Nevada Brewing Co. used Agile Mix Modeling™ during its summer campaign to navigate a declining craft beer category. The brewery needed to protect sales in established markets while driving growth in new territories.
“We don’t have the luxury of guessing which media channels work,” said Will Mestayer, Sr. Director Integrated Marketing at Sierra Nevada Brewing Co. “Agile Mix Modeling™ showed us that local radio with NPR was one of our highest-performing channels, something we couldn’t measure before. We optimized budgets by channel and partner throughout the campaign based on what the data actually showed, not assumptions. The result was 49% incrementality in growth markets and a 43%increase in ROI driven by optimizations.”
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Mid-campaign, Agile Mix Modeling™ revealed that streaming audio partners were delivering three times the return of the next-best channel, and that native retail media formats were significantly outperforming standard display. Sierra Nevada Brewing Co. reallocated budget, and in stronghold markets where the goal was simply to maintain sales in a shrinking category, the campaign delivered an 8% incrementality, along with 1.6% year-over-year sales growth. Sierra Nevada Brewing Co. continues to measure its campaigns with Agile Mix Modeling™.
GE Lighting, a Savant Company, faced similar measurement challenges launching its Cync Smart Lighting DTC channel in 2024, without benchmarks and during the holiday season when seasonality could obscure results. Agile Mix Modeling™ revealed what last-click attribution missed: paid search was over-invested with diminishing returns, while Pinterest, seemingly low-impact, actually drove 5% of sales at one of the highest returns. The platform also showed how seasonality drove 46% of sales, isolating true media impact. After GE shifted budget from search to programmatic video, its campaign delivered 29% incrementality, triple the CPG benchmark, and a 300% ROAS increase through in-flight campaign optimizations.
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Source – PR Newswire
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