Intermix modeling (IMM) optimizes your marketing spend when media mix modeling (MMM) is impractical for day-to-day optimizations. Built by ex-Facebook, LinkedIn, and IBM engineers.
Intermix modeling (IMM) was designed to optimize your marketing spend when media mix modeling (MMM) may be too slow or broad for the micro optimizations required by a day-to-day marketing team.
Developed by OptalX and powered by ex-Facebook, IBM, and LinkedIn engineers, IMM uses heuristic 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.
IMM was created for fast-moving businesses that can’t afford to put optimizations on hold while they wait for media mix modeling insights. It is ideal for marketing leaders who need to ensure that weekly budget decisions made by their hands-in-platform team contributes to both immediate performance and long-term growth.
With OptalX, the first IMM technology, marketing teams can rapidly simulate the impact of weekly optimizations on direct-response and brand equity KPIs —delivering precise, actionable insights at the audience, creative, and keyword level.
Each week, see how your strategy, implemented just days ago, impacts direct-response metrics like revenue and ROAS, as well as brand-equity metrics such as awareness, consideration, and branded search lift. Learn how your brand equity gains will translate into long-term conversions, with time lag modeled for each step of the consumer journey.
Re-balance your objectives to get alternative budget optimization scenarios. Based on your adjusted priorities, the technology will provide new optimization recommendations, showing you the simulated short-term and long-term impact of your chosen strategy.
