Originally published March 7, 2025 by Laurie Sullivan
Arima, a startup founded by former Dentsu, Kantar, and Nielsen executives, is modernizing marketing mix modeling (MMM) by making it more accessible to small and mid-sized businesses. Traditionally reserved for large brands due to high costs, MMM is now being democratized through Arima’s user-friendly SaaS platform powered by the Synthetic Society — a privacy-compliant, data-rich simulation of real-world consumer behavior. With industry veteran Tom Butler onboard as U.S. CRO, Arima aims to help independent agencies perform advanced scenario planning and attribution analysis without the steep price tag of legacy providers. Their main challenge: building brand awareness in a competitive and evolving space.
