InMarket Acquires ChannelMix to Enhance Data Analytics and Media Mix Modeling Capabilities
August 5, 2024
Today at InMarket, we announced the acquisition of ChannelMix, a pioneering media mix modeling (MMM) and marketing revenue optimization platform.
ChannelMix’s offering goes beyond the rear-view mirror capabilities of traditional MMM solutions to pioneer a next generation real-time marketing and revenue optimization solution we call—Media Impact Modeling (MIM).
Uniquely combining InMarket’s MTA capabilities with ChannelMix’s advanced MIM, our new, holistic capabilities balance real-time campaign optimization and measurement with broader, long-term strategic marketing and channel planning capabilities to drive more effective marketing and advertising efforts (all without a dependency on IDs).
ChannelMix’s offering goes beyond the rear-view mirror capabilities of traditional MMM solutions to pioneer a next generation real-time marketing and revenue optimization solution we call—Media Impact Modeling (MIM).
Uniquely combining InMarket’s MTA capabilities with ChannelMix’s advanced MIM, our new, holistic capabilities balance real-time campaign optimization and measurement with broader, long-term strategic marketing and channel planning capabilities to drive more effective marketing and advertising efforts (all without a dependency on IDs).
Advanced capabilities include:
- Versatile Marketing Scenario Planning: ChannelMix’s MIM delivers hundreds of scenarios to choose from so marketers can explore the most effective strategic marketing and channel options for their specific needs. Scenarios are grouped and labeled for easy decision making, and users can input specific targets such as revenue, leads, new customers, impressions or budget.
- AI-Driven Predictive Modeling: The AI-driven Marketing Mix Modeling (MMM) in ChannelMix’s MIM uses Bayesian statistical methods to provide highly accurate predictions, models and recommendations. The platform provides tailored recommendations, breaking down exactly how much budget to allocate to each channel and source.
- Real-Time Channel Optimization & Automation: Models and media plans are updated nightly based on real-time performance to save time and effort to create effective marketing strategies. Users can predict outcomes across various time frames with 99% confidence, enabling precise budget allocations, recommendations and adjustments.
Taken together and more, ChannelMix’s MIM platform is designed to help you rebalance and optimize your spend across channels to drive marketing efficiency, effectiveness and ROI. In fact, ChannelMix analyzes over $12 billion in media spend across nearly 70 clients including Adidas, Maui Jim, Mercer, NBA, Tempur-Sealy International and more.
“We are excited to bring ChannelMix’s pioneering next-generation solutions to InMarket’s clients,” said Todd Morris, CEO of InMarket. “In an era where data and real-time decision making is paramount for marketing efficiency and effectiveness, the integration of ChannelMix’s sophisticated analytics with InMarket’s industry-leading real-time marketing and measurement capabilities will empower our clients to make more informed, data-driven decisions. This acquisition reinforces our commitment to providing the most comprehensive and effective marketing solutions on the market.”
“We are excited to bring ChannelMix’s pioneering next-generation solutions to InMarket’s clients,” said Todd Morris, CEO of InMarket. “In an era where data and real-time decision making is paramount for marketing efficiency and effectiveness, the integration of ChannelMix’s sophisticated analytics with InMarket’s industry-leading real-time marketing and measurement capabilities will empower our clients to make more informed, data-driven decisions. This acquisition reinforces our commitment to providing the most comprehensive and effective marketing solutions on the market.”
Predicting the future has never been more important for marketing—interested in learning more? Set up a call with us today.
If you’re already working with InMarket, just reach out to your sales representative and they’d be happy to share more.