AXM launches Agile Mix Modeling™! See our video and read the press release.
Agile Mix Modeling™ is our machine-learning powered platform for omnichannel media measurement, forecasting, and optimization in real-time.
AMM tells you exactly what parts of your campaign are working and what's not.
See what's underperforming throughout the campaign and course-correct.
Stop overspending in places with little return.
See the results of optimizations on the fly.
Despite privacy shifts, identity loss, and fragmented attention, AMM delivers clarity.
Quantifies incremental sales by channel, partner, and tactic.
Across your entire campaign – online, offline, even walled gardens.
Measures real business outcomes. Say goodbye to proxies.
Agile Mix Modeling™ isolates the true return from every channel, showing both the average ROI and the confidence range. With this clarity, marketers can move spend into channels with higher, more reliable returns, helping to identify where budget shifts can maximize growth.
Work collaboratively. True innovation is a team effort.
Built by media experts who understand the fundamentals of advertising, Agile Mix Modeling™ uses Bayesian inference and daily time-series data to continuously learn and adapt to what’s driving performance – and what’s not. It brings together the art of media strategy and the science of statistical modeling to deliver in-flight measurement and optimization, and predictive forecasting.
FAQ
Agile Mix Modeling™ (AMM) is AXM’s machine-learning powered platform for real-time, cross-channel media measurement, forecasting, and optimization. It shows what is actually driving business outcomes across all paid media and what is not, so teams can act while campaigns are still live.
Traditional MMM is slow and retrospective. AMM is built for recency, speed, and action.
AMM keeps pace with how modern media runs.
MTA depends on user-level data and identity, which no longer works reliably in a privacy-first world. AMM does not use user-level data. It measures incrementality using aggregated, privacy-safe data and works across all channels, including walled gardens and offline media.
AMM measures the full paid media mix, any and all channels including:
AMM measures real business outcomes such as revenue, sales, orders, leads, or new customers. It separates base sales from incremental sales driven by paid media, then attributes incrementality by channel, partner, and tactic.
AMM ingests data daily and refreshes models on a frequent cadence, typically weekly. This allows teams to spot diminishing returns, uncover opportunities, and optimize while the media is in flight.
Yes. AMM forecasts expected outcomes based on current performance and spend. Forecasts are delivered as ranges with confidence intervals rather than single point estimates, so teams can plan with appropriate confidence and risk awareness.
Yes. AMM supports scenario planning, including but not limited to:
Scenarios are grounded in the model’s learned relationships, not assumptions.
Yes. AMM is fully privacy-compliant and does not rely on cookies, device IDs, or user-level tracking. It is designed to work in a fragmented, privacy-first ecosystem.
No. AMM is offered as a managed service. Models are designed, run, and interpreted by AXM’s analytics and media experts to ensure outputs are accurate, actionable, and grounded in real-world media behavior.
AMM uses Bayesian inference. This approach allows the model to incorporate prior knowledge of how advertising works, quantify uncertainty, and continuously learn as new data is introduced.
AMM explicitly models core advertising dynamics, including:
These effects are built directly into the model rather than inferred after the fact.
Priors are informed by AXM’s media expertise and historical performance patterns. AMM includes an agentic approach to managing and refreshing priors over time, allowing the model to adapt as new data and learnings emerge.
AMM can typically launch with a relatively short history, often around three months of daily data, depending on the use case. Accuracy improves over time as the model continues to learn with each refresh.
Models are evaluated using standard statistical diagnostics and prediction accuracy checks such as out of sample forecasting. Results are reviewed by AXM’s analytics team to ensure they meet internal accuracy thresholds before being used for optimization or client decision-making.
AMM is ideal for brands and agencies that:
Daily sales data is preferred, but it is not required. AMM is designed to be flexible and can work with alternative data cadences depending on the business and data availability.
If daily sales data is not available, AXM works with clients to identify the best available aggregation level, such as weekly sales. The refresh cadence is then adjusted accordingly to ensure results remain statistically sound and actionable.
AMM is built using proven statistical methods and is continuously validated to ensure reliability. Models are evaluated using standard accuracy and diagnostic checks to confirm they can explain historical performance and reasonably predict future outcomes.
Accuracy is further reinforced by AXM’s media expertise. Priors, assumptions, and model outputs are reviewed by experienced practitioners who understand how media behaves in the real world, helping prevent results that are statistically correct but strategically misleading.
AMM results are best interpreted as ranges rather than single point estimates. By providing confidence intervals and updating models as new data arrives, AMM delivers transparent, defensible insights that improve over time and can be trusted for in-flight decision-making.
AMM pricing is customized based on the scope and complexity of the engagement. Factors such as the number of channels modeled, markets included, data availability, and reporting cadence all influence cost.
Because AMM is delivered as a managed service, pricing reflects not just the model itself, but the expertise required to design, run, validate, and interpret results accurately. This ensures outputs are actionable and aligned to real-world media decision-making.
AMM is designed to be cost-effective relative to traditional marketing mix models, while delivering faster insights and greater ongoing value through in-flight optimization. For specific pricing, AXM works directly with clients to define the right scope and approach.
Yes. We are seeing brands running on AMM generate up to 10 times incremental revenue relative to the cost of AMM by reallocating spend toward what is actually driving results and away from what is not.
That value is unlocked through speed and clarity. AMM provides in-flight measurement, identifies diminishing returns early, and surfaces opportunities that legacy measurement often misses. This allows teams to make smarter budget decisions while media is still live vs. after the fact.
Results vary by client, category, and investment level, but the goal of AMM is consistent: to help organizations invest with greater confidence, reduce waste, and drive meaningful incremental impact in a complex, privacy-first media environment.
Find clarity at the
speed of media.
