Ideas on agentic MMM and applied AI

Deep dives on marketing mix modeling, AI agents, and how we think about measurement, straight from the Aryma AI team.

Marketing mix modeling estimates how much each channel contributes to sales, so budget can follow evidence rather than habit. If you are new to the method, start with our guide to marketing mix modeling. Our practitioner guides then cover the methods around it: how marketing attribution models assign credit and where they break, how incrementality testing measures what advertising caused, and how media planning turns a budget into a schedule you can measure. The rest of the posts cover AI agents in measurement and the products we build around a human-led model.