Major Upgrade for Measured Platform

In Austin, Texas, marketing effectiveness platform Measured has announced a major upgrade of its flagship Measured Incrementality Model (MIM). New features include on-demand refresh, improved transparency, integrated planning and reporting, and the ability to select the variables used to anchor models.

The Measured platform is used to manage, test, plan and optimize full-funnel media investments, The company was formed in 2017 and offers a combination of analyst expertise and triangulated data, to help marketers prove the incremental impact of their advertising and maximize ROI.

The latest enhancements add functionality to its Causal Media Mix Model (MMM), which is automatically calibrated by incrementality tests. Marketers can now dynamically choose which variables, such as spend or conversions, anchor their model at the tactic level, which the company says will be of particular use to channels like Amazon and YouTube, where conversion data is often incomplete or unavailable. The integrated planning and reporting features connect MIM directly to Measured's cross-channel performance dashboard and Media Plan Optimizer, enabling marketers to view, simulate and plan against causal model outputs from a single platform. With on-demand refresh, users can quickly re-run the model at any time after making adjustments.

'Most MMM solutions still function as standalone black boxes', says Chief Product Officer Mahesh Jeswani (pictured), '- slow, inflexible, and disconnected from real-world business outcomes. Measured is changing that. Marketers need models they can trust and control. Now they can see exactly how their model is built, adjust what goes into it, and instantly use the results to drive investment decisions. By combining speed with transparency, we're giving teams the confidence to test, learn, and adapt without waiting weeks for answers. It's a big step toward making Causal MMM not just a measurement tool, but a powerful daily driver for strategy.'

Web site: www.measured.com .