Gen AI / Inside ArymaEdge
eMMMy
Ask your MMM. Understand it. Act on it.
eMMMy is the AI powered reasoning assistant built into ArymaEdge. It reads the charts on your screen, runs scenarios for you, and explains the why behind every recommendation. Its ability to understand your MMM, reason through it, and take action is what makes eMMMy truly agentic.
The Problem
“The optimizer says cut TV by 50%. Would you sign off on that?”
MMM outputs are rich, but they rarely explain themselves. Contribution charts, simulators, budget allocators, and saturation curves each answer a narrow question, and it is left to the analyst to connect them into a decision.
Stakeholders need to know what changed, why it matters, and what to do next. eMMMy answers those questions inside ArymaEdge, right where the analysis already lives.
- 01Which variables improved their contribution the most this period?
- 02What will $100K on TV, $50K on Meta, and $30K on Branded Paid Search deliver?
- 03Should we really cut TV in half, the way the optimizer suggests?
- 04How far can Meta Video scale before returns start to fall?
Capabilities
One AI Agent, across your whole MMM workflow.
Explains contribution changes
Compare contribution charts across periods and ask eMMMy to rank the variables that improved the most. You can also ask why they improved, and eMMMy explains the real drivers behind each change, grounded in your data rather than generic commentary.
Turns a question into a scenario
Describe a spend plan in plain language. eMMMy moves the MMM Simulator to your described values, and the expected Sales update instantly.
Explains the why behind optimization
Challenge an aggressive Budget Allocator recommendation and eMMMy explains why the optimizer proposed it, what to weigh before acting, and gives a strategic recommendation you can defend.
Knows when and how far to scale
Ask about headroom for any channel. eMMMy reads the saturation curve and weighs the tested spend range against falling MROAS, so the advice is about efficient growth, not just more spend.
Ask with your voice
Built in voice interaction lets you ask questions naturally, like talking to an analyst, while every answer stays grounded in your live MMM analysis.
What Makes eMMMy Powerful
eMMMy is your AI marketing measurement expert.
eMMMy is built differently. It brings more than 10 years of Aryma Labs’ Marketing Mix Modeling expertise into an AI built to reason about marketing measurement. From understanding how industries behave to knowing how media channels saturate and drive results, that expertise is embedded in how eMMMy thinks, reasons, and answers.
- 10+
- Years of MMM consulting experience built into eMMMy
- 8
- Industry sectors, including CPG, retail, and pharma already in its knowledge
- 30+
- Media channels whose behavior, saturation, and impact it understands
- $5B+
- Marketing spends analysed across 5 continents
Industry knowledge, media channel expertise, and a decade of consulting, all built into one marketing measurement expert inside ArymaEdge.
Built for
Everyone who has to act on the model.
MMM Analysts
Keep the full depth of the model while spending less time explaining charts to everyone else.
Marketers
Test spend plans and question recommendations in plain language, without configuring every input.
Business Stakeholders
Understand the trade offs behind a budget move before signing off on it.
How It Works
Ask, understand, act.
Ask a business question
Type or speak a question from any ArymaEdge module, in the words you would use with an analyst.
eMMMy reasons through your MMM
It reads the charts, variables, and model outputs in view and explains what changed and why it matters.
Turn the answer into action
eMMMy can set sliders, apply allocations, and update charts to turn its recommendations into testable scenarios. You stay in control at every step, with each action requiring your approval. Agentic, but never rogue.
Bespoke Requirements
Have special bespoke requirements? Let’s talk.
eMMMy is available to ArymaEdge clients. Tell us about your MMM setup and we will get your team access.