Ars X Machina Launches Agile Mix Modeling™, a Real-Time Media Measurement Platform That Delivers Omnichannel Measurement, Forecasting, and Optimization

The proprietary technology launches as a standalone product for brands and agencies seeking to optimize media spend during active campaigns

SAN FRANCISCO, Oct. 15, 2025 /PRNewswire/ -- Ars X Machina (AXM), a media and analytics agency, today 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.

"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."

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.

How It Works
Agile Mix Modeling™ collects campaign delivery data through API connections, eliminating weeks of manual data gathering. Models are built and trained with machine learning using Bayesian methods, a process that takes just hours instead of the months-long process required by traditional models. The platform uses daily time-series data rather than weekly aggregations, speeding up model refresh cadence by providing 30 data points per month instead of four.

Agile Mix Modeling™ creates models that account for advertising effects, including ad stock, decay, and saturation. The platform calculates incremental sales and ROI by channel, partner, and tactic, and then it runs scenarios and forecasts to predict outcomes from budget reallocations. Models refresh throughout campaigns to guide optimization decisions.

Additionally, the platform measures both online and offline channels without requiring personal identifiers. All data is aggregated and privacy-compliant, addressing the measurement challenges created by third-party cookie deprecation and privacy regulations.

Expanding Beyond Client Services
The commercial launch marks an evolution for AXM, transitioning to a technology-enabled media and analytics company. The platform is available as a standalone service to brands and other 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™ is available immediately. Brands and agencies can leverage the platform during active campaigns with a typical setup time of four weeks for the first model and data integration.

About Ars X Machina

Ars X Machina is a female-founded media agency built for today's media complexity. We help marketers navigate an increasingly fragmented landscape by blending AI and machine learning with human strategy to drive growth and deliver measurable outcomes. Our proprietary Agile Mix Modeling™ platform measures all channels and partners, identifying what truly drives performance and turning real-time data into faster, smarter media decisions. Trusted by marketers and agencies alike, AXM has been recognized twice as Ad Age's Small Media Agency of the Year and as a Campaign Magazine Agency of the Year finalist. Visit weareaxm.com

SOURCE Ars X Machina