Media and analytics agency Ars X Machina (AXM) has officially launched Agile Mix Modeling™, a first-of-its-kind platform enabling marketers to measure and optimize campaigns across offline and online channels—including walled gardens—in real time.
The platform is designed to solve a long-standing challenge: marketers have historically made budget decisions with incomplete or delayed data. Traditional marketing mix models take weeks or months, while walled garden metrics are siloed, making apples-to-apples comparisons impossible. Agile Mix Modeling™ ingests daily aggregated data from all channels, using machine learning and Bayesian methods to identify which investments actually drive incremental sales, even mid-campaign.
“Marketers have had to choose between tools that are too slow or too narrow,” said Sara Owens, SVP of Analytics and Data Science at AXM. “Our platform measures everything—social, search, TV, podcasts, retail media, out-of-home—and delivers insights in time to shift budgets and boost outcomes.”
Proven Impact in the Field
Sierra Nevada Brewing Co. used the platform during a summer campaign in a declining craft beer market. Agile Mix Modeling™ revealed that local radio with NPR outperformed previously assumed channels. Budget reallocations based on these insights delivered 49% incrementality in growth markets and a 43% ROI increase, while maintaining sales in established markets.
GE Lighting leveraged Agile Mix Modeling™ to track its Cync Smart Lighting DTC launch during the 2024 holiday season. The platform exposed over-investment in paid search and highlighted Pinterest as a high-return channel, isolating true media impact from seasonality. Adjustments led to 29% incrementality and a 300% ROAS increase, tripling CPG benchmarks.
How Agile Mix Modeling™ Works
The platform connects to campaign data via APIs, eliminating weeks of manual gathering. Daily time-series data and machine learning models enable fast refreshes—30 data points per month instead of four—while calculating incremental sales, ROI, and forecasting budget reallocations. It supports both online and offline channels, all privacy-compliant, addressing challenges from cookie deprecation and data privacy regulations.
A New Era for AXM
The commercial launch positions AXM as a technology-enabled media and analytics company, offering Agile Mix Modeling™ as a standalone solution for brands and agencies seeking advanced measurement capabilities.
“We built Agile Mix Modeling™ because nothing else in the market could provide real-time, cross-channel visibility,” said Taji Zaminasli, Co-Founder and Managing Partner at AXM. “This platform transforms marketing performance measurement in a fragmented, privacy-first world.”
