Keep MMM for the Macro, Choose IMM for the Micro

Keep MMM for the Macro, Choose IMM for the Micro

Intermix modeling (IMM) optimizes your marketing spend when MMM is impractical for day-to-day optimizations. Built by ex-Facebook, LinkedIn, and IBM engineers.

Intermix modeling (IMM) optimizes your marketing spend when MMM is impractical for day-to-day optimizations. Built by ex-Facebook, LinkedIn, and IBM engineers.

▶ Watch Demo
🚀 Start Free Trial
▶ Watch Demo
🚀 Start Free Trial

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 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.

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

Instantly see comprehensive strategies and their forecasted results by channel, placement, audience, and more. Conduct scenario planning to learn what may be gained or lost with each media mix variation. 

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. 

Get started and join great company

▶ Watch Demo
Start Free Trial