Ars X Machina (AXM), a leading media and analytics agency, announced the commercial launch of Agile Mix Modeling™, the first measurement platform built by media practitioners to provide full cross-channel campaign measurement across offline and online channels, including walled gardens. The platform enables marketers to compare performance between platforms—Meta versus podcasts, Amazon Ads versus out-of-home, and Connected TV versus search-on a level playing field, making in-flight budget adjustments possible. Prior to its commercial launch, the technology helped optimize campaigns that delivered ROI increases of 40% or more for brands including Sierra Nevada Brewing Co. and GE Lighting, a Savant company.
For years, marketers have faced a lack of visibility in media investment decisions. Proprietary dashboards from walled garden platforms make true cross-channel comparison nearly impossible, and traditional marketing mix models take months to deliver actionable insights. Agile Mix Modeling™ addresses this challenge by ingesting aggregated data daily across all channels, including closed ecosystems, and applying machine learning to identify which investments drive incremental sales.
“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.”
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Real-Time, Privacy-Compliant Measurement
The platform tackles a critical gap in media measurement. Legacy marketing mix models require weeks of manual data collection, processing, and modeling, often delivering insights after campaign budgets are spent. Multi-touch attribution struggles with privacy regulations and signal loss and cannot account for offline channels or walled gardens. Platform-specific analytics fail to connect performance across channels. Agile Mix Modeling™ solves these limitations by using daily time-series data, Bayesian modeling, and privacy-compliant aggregation to deliver a unified, actionable view of campaign performance.
Proven Results Across Industries
Sierra Nevada Brewing Co. used Agile Mix Modeling™ to optimize media spend in a declining craft beer category.
“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.”
Mid-campaign insights revealed streaming audio partners delivered three times the return of the next-best channel, while native retail media outperformed standard display. The brewery reallocated budgets accordingly, achieving 8% incrementality in stronghold markets and 1.6% year-over-year sales growth.
How Agile Mix Modeling™ Works
The platform ingests campaign delivery data via API connections, eliminating manual data gathering. Models are trained using Bayesian machine learning, processing daily time-series data rather than weekly aggregates for faster refreshes. Agile Mix Modeling™ accounts for ad effects such as stock, decay, and saturation, calculates incremental sales and ROI by channel and partner, and generates scenario forecasts for budget reallocations. Models refresh in real time to guide in-flight optimizations.
All data is aggregated and privacy-compliant, measuring online and offline channels without personal identifiers, addressing challenges related to third-party cookie deprecation and evolving privacy regulations.
Expanding Beyond Client Services
The commercial launch marks AXM’s evolution into 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 in the market could give our clients real-time, cross-channel visibility into what was actually driving sales,” said Taji Zaminasli, Co-Founder and Managing Partner at AXM. “What started as solving our own clients’ measurement problems has evolved into a platform that can transform how the industry approaches marketing performance. This launch signals where we’re headed as a company, combining deep media expertise with proprietary technology that gives marketers the clarity they need to make confident decisions in a fragmented, privacy-first world.”
Agile Mix Modeling™ sets a new standard for real-time media measurement. It helps marketers measure across channels. This helps them optimize campaigns and boost ROI in today’s tough advertising world.