Excel Meets AI: How Aryma Labs' \"Aryma Intellisheet\" Is Bridging Legacy Tools and Gen AI for Smarter MMM Workflows

From Excel Add-ins to Gen AI: Aryma Labs Is Building Both Ends of the Future

Innovation does not always mean throwing away the past.

Sometimes the real innovation is modernizing what the industry already loves using.

MMM is a small data problem

Anybody who has operated in the MMM space will know that MMM is a small data problem (relatively speaking).

Despite all the hype around modern data stacks and dashboards, a huge amount of MMM data still arrives in Excel sheets.

Most MMM datasets are monthly, weekly or daily aggregates. They are manageable in size, business facing and most importantly highly collaborative.

Excel remains incredibly efficient for such workflows.

Most Clients and vendors still live inside Excel.

Excel is still the operating system of the MMM world (At least the EDA phase is).

Don't go against the flow

From our experience of delivering nearly 500 MMM models across 5 continents, we realized that Excel is still a popular and useful tool.

So instead of forcing users into disconnected workflows, we asked ourselves: Why not bring sophisticated MMM EDA directly to where the data already resides?

Aryma Labs' Custom MMM EDA Excel Add-in

The above led us to build an Excel Add-in specifically for MMM Exploratory Data Analysis.

With this add-in, our analysts can do the following:

• Automatically aggregate the data across any variable and by any format
• Perform data variation / spend diversity analysis
• Perform missingness diagnostics
• Outlier surfacing
• Correlation exploration
• And Finally call the logic applied in our MMM Readiness Checker tool to check the entire dataset readiness for MMM (If you haven't checked out MMM Readiness - link is in comments.)

All the above happens directly inside Excel itself !! Without maintaining fragile scripts. Without opening 15 notebooks.

And importantly...Without generating those visually generic Plotly charts.

Simplicity over Complexity

A good EDA system should help the analyst think better, not merely produce more tables and charts.

This is where we believe the future becomes interesting.

At Aryma Labs, we are not choosing between: "Legacy tools" or "Gen AI". We are combining both.

We have built MMMGPT, MMM Synapse, MMM Singularity, Aryma Nebula and now soon to be launched Aryma Arena.

However, we also deeply respect why Excel survived for decades.

Tools survive when they reduce friction. Not when they merely look futuristic.

The Add-in Impact

EDA processes are complex. What used to take our data scientist few hours, now takes them few minutes. The time spent on thinking 'Have I aggregated the data accurately', 'Have I checked for anomalies, duplicates in the data' can now be spent on thinking about business questions more deeply right from the EDA phase.

The future of MMM may not be replacing Excel. It may be making Excel intelligent.

Innovating the past and the future simultaneously is the philosophy we are building at Aryma Labs.

Subscribing to Aryma Intellisheet

If you are interested in subscribing to Aryma Intellisheet or creating your own AI powered Excel Add-In to solve the EDA problem on MMM, give us a call - https://arymalabs.com/book-a-demo/

Thanks for reading.

For help with MMM, Causal Marketing Experiments and Experimentation, get in touch with us.

We also build some pretty cool AI products to aid Marketing Measurements. Check out our products page to know more -

https://www.aryma.ai/