Ars X Machina's agile mix modeling penetrates the walled gardens to measure them against other channels

"Media mix modeling (MMM) had its day in the sun when traditional media ruled the roost - then came the relative instantaneity of digital marketing and media, which turned MMM's lack of timeliness into a significant handicap.Media agencies have been working ever since to harness the power of machine learning and AI to speed up the process from months to days. Independent media agency Ars X Machina is taking that effort seriously with the commercial launch of its agile mix modeling proprietary platform, which essentially aims to deliver full campaign measurement across offline and online channels - the full funnel. What's notable here is it includes the major walled gardens."

"AMM lets marketers mix-and-match different online and offline media, ostensibly comparing Meta against podcasts, Amazon Ads against out-of-home, and CTV against search - all on a level playing field, allowing budget shifts while campaigns are still in-flight. It can be used to measure everything on a campaign from incremental revenue and ROI, or incremental customer acquisition and cost per acquisition, said Sara Owens, svp of analytics and data science at AXM. "It can handle whatever business metric you want, where you have a time series data set for it," she said."

Agile mix modeling (AMM) applies machine learning and automated data collection to compress media mix modeling timelines from months to days. Ars X Machina launched a proprietary AMM platform to deliver full campaign measurement across offline and online channels, including major walled gardens. Clients such as Sierra Nevada Brewing Co. and GE Lighting used AMM to optimize and adapt campaigns while in market. AMM enables direct comparisons across channels (Meta, podcasts, Amazon Ads, out-of-home, CTV, search) and measures metrics like incremental revenue, ROI, customer acquisition, and cost per acquisition using time-series datasets.

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