OptalX

Before They Pause Your Marketing Campaign, Show Them the Bigger Picture

When traditional MMM is too broad for day-to-day decision-making, OptalX bridges the gap with big-picture insights that connect all the way down to the creative, audience, and keyword level. Built by former engineers from Meta, LinkedIn, and IBM.

When traditional MMM is too broad for day-to-day decision-making, OptalX bridges the gap with big-picture insights that connect all the way down to the creative, audience, and keyword level. Built by former engineers from Meta, LinkedIn, and IBM.

What is intermix modeling?

Intermix modeling (IMM) optimizes your marketing spend when media mix modeling (MMM) may be too slow, broad, or expensive for the micro optimizations required by a day-to-day marketing team. Derived from the Latin word “between,” IMM offers a middle ground for micro-budget optimizations while MMM focuses on the macro level.

Developed by OptalX and powered by ex-Facebook, IBM, and LinkedIn engineers, IMM uses hybrid models that include trending 3rd-party signals, limiting the reliance on 1st-party historical data and making it more practical for day-to-day applications.

Who should use intermix modeling?

IMM is designed for the hands-in-platform marketing team as they make micro-decisions about budget allocation across channels, placements, and tactics on a day-to-day basis. As the world’s first IMM technology, OptalX makes it easy for marketing teams to see the forecasted outcome of every micro decision in minutes, eliminating guesswork in between the macro insights that may not be readily available.

Download MMM & IMM chart

How it works

1. Enter your budget

Enter the budget for your media mix strategy, which can be created on the fly for any initiative: an upcoming month, sale, promotion, event, and more.

2. Balance your objectives

Based on what you want to accomplish with your budget, balance the importance of each objective to form the DNA of your media mix strategy.

3. Add your channels

Add channels to your strategy, along with the corresponding benchmarks from your brand. For unestablished benchmarks, fill in the gaps with the 6,000+ integrated benchmarks from other advertisers in your industry.

4. Compare strategies

Easily model both direct-response metrics (e.g., revenue, ROAS) and brand equity metrics (e.g., awareness, consideration, branded search lift) in one comprehensive view. See how your brand equity gains translate into long-term conversions, with detailed time-lag modeling for each stage of the consumer journey.

✅ Marketing Impact Measurement
Gain precise attribution insights into how each marketing channel influences direct-response and brand equity performance.

✅ Micro-Level Performance Tracking
See how the smallest components of your business—specific audiences, creatives, and keywords—contribute to overall performance.

Top 6 use cases

Monthly Planning

Plan a media mix for an upcoming month based on historical data or trends from advertisers in your industry.

Scenario Plan & Forecast

Conduct scenario planning to forecast what may be gained or sacrificed with each marketing strategy variation.

Weekly Optimization

Make micro-optimizations to your media mix each week based on live, 1st-party data or trending industry data.

Quick Promotions

Determine the best way to allocate a budget on the fly for an upcoming promotion, sale, release, or event.

HHIU Assessments

Run how-high-is-up assessments to understand scale opportunities within existing channels or strategies.

Brand Benchmarking

Add custom data segments into your Benchmark Library to inform future planning at any level of granularity.

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