InMarket Revolutionizes Advertising Measurement with AI-Powered “Unified Measurement”

Today at InMarket, we launched Unified Measurement, a groundbreaking, holistic, AI-powered solution. This innovation is a next generation of media mix modeling and AI scenario planning with real-time in-flight campaign optimization and incrementality, uniquely providing marketers with a single platform to accelerate advertising effectiveness and incremental sales.

Unified Measurement directly addresses key challenges marketers face, including fragmented and delayed data from omnichannel marketing efforts and the inability to create scenario plans and decisions in a timely manner. As a result, traditional solutions hinder performance due to their rear-facing lookback approaches that rely on historical data. Unlike these traditional MMM solutions, InMarket’s Unified Measurement is fueled by causal accuracy from our award-winning Lift, Conversion, & Incrementality (LCI) solution providing cross-channel clarity and real-time agility through weekly updates and automated data workflows. This allows marketers to optimize 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.

Here’s what our CEO Todd Morris had to say about the launch:

For decades, marketers have struggled to choose between Media Mix Modeling (MMM) and campaign-based solutions (MTA). The combination of granular campaign performance combined with cross-channel AI predictive planning and optimization capabilities is a game-changer in unlocking incremental growth. 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.

AI-powered, real-time scenario planning is helping leading brands drive predictable incremental outcomes. In a recent quarterly scenario planning exercise for a leading CPG brand, InMarket’s Unified Measurement generated a projected 6% increase in total incremental sales through the recommended adjustments. These recommendations are expected to drive approximately $50MM in incremental revenue growth and profitability for the brand over the next fiscal year.

InMarket’s Unified Measurement provides comprehensive, real-time insights for all levels of an organization. From CMOs developing strategic plans to front-line digital marketers optimizing campaigns and conducting closed-loop analysis, the holistic platform facilitates smarter planning, quicker action, and a more comprehensive understanding of results. Key features include:

• Holistic Marketing Measurement & Optimization 🧰: Unified tool for all users! Plan, measure, and optimize all marketing initiatives from a single user interface. Supports strategic and media mix modeling needs of the CMO down to the campaign optimization and media investments demands of digital marketers in one unified platform. 
• Predictable Accelerated Growth 🚀: Make faster, better decisions. 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 modeled assumptions.
• Seamless Data Integration and Unified View 🖥️: All data & insights in one place. The automated integration of omnichannel campaign and sales data delivers weekly, cross-channel views and actionable insights at scale.
• Calibrated Models & Experimentation 📈: Drive incremental performance and outcomes. Predictable ROI calculations combine incrementality results from InMarket’s award-winning LCI technology with correlative Media Mix Modeling to isolate media impact from external factors allowing users to optimize investment allocations.

“The fragmentation of measurement, media and consumer shopping behavior has required modern marketers to collaborate across the marketing organization and be agile with their advertising investments and allocations. InMarket’s Unified Measurement was designed to support that growing need by allowing marketers to optimize in real-time to drive more predictive growth and profitable outcomes in one interface,” continued Morris.

Stop waiting for outdated insights and start accelerating outcomes! To learn more about Unified Measurement, contact our team of measurement experts or reach out to your InMarket sales representative today.