The holidays are here, and as we close out an incredible year of growth, we’re thrilled to share the latest updates to Arima's Population Simulator Suite.
MMM Synergy: View your best combinations from most to least effective
Synergy was created to help users see how their ads are working with (or against) each other. The updated Synergy feature makes understanding the connection as simple as one, two, three.
Synergy insights are now ranked, with 1 being the strongest synergy between channels. By highlighting the top-performing synergies, users can focus their budget on complementary channels that amplify each other's effectiveness. For example, marketers can confidently prioritize those pairings if search and out of home consistently rank high together. The simplified ranking also makes it easier to spot underperforming or conflicting combinations, ensuring a more cohesive and effective marketing strategy overall. Synergy transforms complex cross-channel insights into clear, actionable data, empowering users to maximize ROI and campaign success.
MMM Sales Forecast: Configure Year-Over-Year Annual Growth Rate
Now, you can set a default annual growth rate for the sales forecast, which can then be fine-tuned using a slider to explore variations above or below the default rate.
This option is available under Advanced Settings.
MMM: Improved Functionality of Confidence Level of AdStock
If you’re confident about how long your ads keep driving results (your adstock rate), you can set it yourself instead of letting the model estimate it for you. This gives you more control and lets you apply your own knowledge of how your campaigns work, ensuring the results reflect your experience and lead to more accurate insights.
Optimized Marketing Mix: Simple and Advanced Budget Forms
The updated OMM Budget Forms make it easier than ever to plan your marketing spend. With the Simple Budget Form, all you have to do is set a total budget range, and the tool will handle the rest, figuring out the best way to allocate your money across channels. If you want more control, the Advanced Budget Form lets you get into the details—you can pick which channels to include, adjust budgets for each one, and set limits at the channel level. Whether you want to keep it simple or fine-tune every detail, these updates have you covered.
MMM Media Curves: Toggle Between Total ROAS and Marginal ROAS
We’ve introduced a new toggle option in the "Media Curves" tab, allowing users to switch between Total ROAS and Marginal ROAS views seamlessly. Total ROAS, our existing visualization, illustrates the overall return achievable from a given media budget. Now, with Marginal ROAS, users can evaluate the incremental return generated by the next unit of media spend (e.g., $1). Each Marginal ROAS curve represents the derivative of its corresponding Total ROAS curve, highlighting the rate of change in returns. As expected from media saturation and diminishing returns, these curves are steep at lower budgets and taper off as spending increases. This enhancement offers deeper insights into optimizing media investments.
MMM Time to Impact: Detailed Insights into Media Impact Timelines
The 'Time to Impact' tab in the MMM client now has a new 'Media Efficiency' view. This feature shows how long it takes, in days, for each media channel’s spend to start affecting sales or KPIs. Instead of weeks, these time values are now displayed in days, giving you more accurate insights. To make things clearer, the 'time to impact' value in the legend, which used to show the 'P' parameter, is now called 'time to peak impact'.
Location Intelligence: Module OOH Vendor View
We redesigned the OOH Vendor to make it more intuitive and user-friendly. Now, it only shows boards specific to the selected vendor, with searchable product types that include the provider’s name and detailed descriptions. If a board falls into multiple product types, they're combined and separated by dashes for clarity.
The updated Vendor tab also lets you group boards into overlays and filter them by features like product type, display types (digital or static), size, and orientation. To streamline the experience, if a vendor only offers one option for a filter (like only having static boards), that option is automatically selected and grayed out. These updates make it easier to find exactly what you need and optimize your campaigns efficiently.
What's next?
We're continuously working on enhancing our platform.
Interested in learning more about a specific feature? Reach out to us or book a demo for more details.