InMarket Launches AI-Powered Unified Measurement
Unlike traditional MMM solutions, InMarket's Unified Measurement is fueled by accuracy from the LCI solution, providing cross-channel clarity and real-time agility through weekly updates and automated data workflows.
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InMarket, a real-time marketing and measurement company, has launched Unified Measurement, an AI-powered solution.
The solution combines media mix modelling and AI-driven scenario planning with real-time campaign optimisation and incrementality, offering marketers a single platform to help improve advertising performance and support incremental sales.
Unified Measurement addresses key challenges marketers face, including fragmented and delayed data from omni-channel marketing efforts and the inability to create scenario plans and decisions on time. As a result, traditional solutions hinder performance due to their lookback approaches that rely on historical data.
Unlike these traditional MMM solutions, InMarket’s Unified Measurement is fueled by accuracy from the Lift, Conversion, & Incrementality (LCI) solution, providing cross-channel clarity and real-time agility through weekly updates and automated data workflows.
This allows marketers to optimise their total media spend in-flight and react to dynamic market conditions with informed scenario planning. Bridging the gap between strategy and activation turns wasted advertising investments into predictable performance in real-time.
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“For decades, marketers have struggled to choose between Media Mix Modelling (MMM) and campaign-based solutions (MTA). The combination of granular campaign performance combined with cross-channel AI predictive planning and optimisation capabilities is a game-changer in unlocking incremental growth,” said Todd Morris, CEO of InMarket.
“This first-of-its-kind launch incorporating user-level causal incrementality across both MMM and MTA sets a new standard for marketing measurement. By offering a holistic, unified solution, InMarket’s Unified Measurement drives the best outcomes and incremental performance possible for today’s modern marketer.”
InMarket’s Unified Measurement provides real-time insights for all levels of an organisation. From CMOs developing strategic plans to front-line digital marketers optimising campaigns and conducting closed-loop analysis, the platform facilitates smarter planning, quicker action, and a comprehensive understanding of results.
Features include:
- Plan, measure, and optimise all marketing initiatives from a single user interface. Supports strategic and media mix modelling needs of the CMO down to the campaign optimisation and media investments demands of digital marketers in one unified platform.
- AI-Powered, real-time scenario planning simulates budget shifts and predicts sales impact using tools trained on actual campaign performance and causal calibrations, not just modelled assumptions.
- The automated integration of omni-channel campaigns and sales data delivers weekly, cross-channel views and actionable insights at scale.
- Predictable ROI calculations combine incrementality results from InMarket’s award-winning LCI technology with correlative MMM to isolate media impact from external factors, allowing users to optimise investment allocations.
“The fragmentation of measurement, media and consumer shopping behaviour has required modern marketers to collaborate across the marketing organisation and be agile with their advertising investments and allocations,” added Morris.
“InMarket’s Unified Measurement was designed to support that growing need by allowing marketers to optimise in real-time to drive more predictive growth and profitable outcomes in one interface.”
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