Driving adoption and impact: How Agentic AI is transforming Marketing Mix Modeling

Marketing Mix Modeling (MMM) is entering a new chapter — one powered by Agentic AI.

At Ekimetrics, we’re embracing this evolution by enhancing One.Vision, our MMM platform, with a clear ambition: to make marketing effectiveness smarter, more accessible, and truly data-driven—for every decision maker.

Now enhanced with intelligent agents, One.Vision is designed to:

1. Accelerate time to insights
2. Boost adoption
3. Empower data-driven decision making

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Why Agentic MMM - Why now?

While MMM provides valuable insights, unlocking its full potential in day-to-day decision-making requires more accessible, intuitive tools and simplified delivery — helping teams move from insight to action with greater confidence.

This is where Agentic AI changes the game. Agentic AI refers to systems that don’t just respond to prompts, they understand goals, break them into tasks, and act proactively. It’s a shift from reactive tools to intelligent agents that support decision-making, end-to-end.

By embedding this intelligence into One.Vision, we’re introducing a new way to interact with MMM results: faster, more intuitive, and tailored to each user’s context.‍

The goal is simple:
Reduce time to insight, simplify understanding, and encourage adoption by making data-driven insights accessible and truly actionable.
Because adoption and active application by business teams is what turns insights into impact and MMM into a strategic advantage.

"This is a great tool. It will save us time when preparing measurement insights and let us focus more on deepening our marketing strategies.” — Head of Marketing Effectiveness, Leading CPG Company

"This is a fantastic solution. It will help us be more efficient and relevant in APAC markets — especially those with lower maturity that need to onboard quickly.” — Marketing Director, Global FMCG Brand

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Our immediate ambition: the first generation of intelligent agents

We’re excited to roll out a new generation of agents within One.Vision — each purposefully designed to simplify workflows and enable faster, more data-driven decision-making.

Here’s what’s coming soon:

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‍Insight Agent

From insights to impact, in an instant‍

How much time do your teams spend hunting for the right numbers, reworking insights, and tailoring messages—whether it’s for an executive committee, a campaign review, or a strategic workshop?

Our new agent is here to change that. It will:

• Understand the user’s context, audience, and objective
• Surface the most relevant insights instantly
• Summarize results with just the right level of detail
• Generate ready-to-use visualizations

The value?
The agent brings MMM to the fingertips of your teams-making complex data accessible, actionable, and relevant. It saves time, boosts confidence in storytelling, and helps upskill teams with every use.

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Simulation Agent

Scenario planning made easy

Budget changes, new goals, or shifting markets? Teams need to explore different options quickly and with confidence.

This agent helps users:

• Instantly create and compare different scenarios
• See the expected impact of each change
• Visualize trade-offs across budgets, channels, and outcomes

The value?
It puts powerful modeling tools in the hands of business teams-making it easier to move fast, make smarter decisions, and back every choice with data.
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‍Adoption turns ambition into action

These aren’t just smart agents. They are adoption enablers.

They accelerate what truly counts:

• Time to insight
• Ease of use
• Accessibility for all teams
• The ability to make repeatable, data-driven decision

When MMM insights are easy to understand and embraced by business teams-not just data specialists-they become part of everyday decision-making and unlock meaningful business impact.

That’s Agentic MMM: making data-driven decision making the norm, not the exception.

Connect with our experts today to explore Agentic MMM and start transforming your marketing effectiveness.