Axtria MarketingIQ™ 7.1 Fall 2025 Product Release Notes

Introducing the Fall 2025 Release

The Fall 2025 release of Axtria MarketingIQ^TM  7.1 brings together long-term, mid-term, and short-term marketing strategies in one view, bridging the gap between planning and execution. With enhanced NBE (next-best experience), dynamic targeting and orchestration, and real-time resource allocation, life sciences marketing can shift from static planning to an always-on model—enabling agile planning, continuous optimization, and stronger HCP engagement with greater promotional impact.

The new release features Agentic AI powered conversations that help with flexible budgeting and optimization. Additionally, the release brings enhancements to mature measurement capabilities help track how channels interact and benchmark against industry standards, making it easier to fine-tune strategy and prioritize spending.

Connected Planning and Execution: Harmonize Long-, Mid-, and Short-Term Marketing Strategies

The Fall 2025 release ensures that pharmaceutical promotional planning moves beyond an annual exercise and breaks silos in continuous measurement. By aligning long-range budgeting decisions (through marketing mix) and short-range activity decisions such as NBE and dynamic targeting, marketers can maximize ROI by guiding precise, data-driven customer engagement and delivering personalized interactions that drive stronger brand impact.

Dynamically Allocate Resources

Traditional dashboards leave marketers stuck in static reporting that is disconnected from rapid execution. With DRA, marketers can continuously reallocate budget, field effort, and channel mix using live signals like TRx trends, HCP engagement, and rep feedback, ensuring every resource drives measurable impact.

Supercharged Agentic Copilots: Decision Support with Conversational AI

Intelligent, Agentic Decision Support

The Fall 2025 release introduces agentic copilots that help business users to:

• Create real-life business optimization scenarios and generate insights to make faster decisions
• Comprehend complex data with intuitive visual insights to make faster business decisions
• Reduce dependency on training by making “how-to” guidance instantly accessible via chatbot queries
• Ensure responses are relevant to the brand, model, session, or scenario being analyzed
• Improve AI accuracy over time with feedback loops and speed up planning by running, creating, and modifying optimization scenarios

Smarter Measurement: Inform Decisions with Benchmarks, Cross-Channel Synergy

Life Sciences Benchmarking Dashboard

Marketing mix life sciences benchmarking dashboard equips marketers with streamlined, industry-standard insights to guide smarter promotional decisions. Balancing depth with simplicity enables quick ROI comparisons and lifecycle analysis without overwhelming you with complex data.

• Simplify insights with essential KPIs like Channel LT ROI and sales performance, making quick, high-level assessments
• Benchmark-driven decisions align model results with industry standards, reducing guesswork and ensuring credibility
• Lifecycle visibility supports strategy refinement by benchmarking across brand lifecycle stages, therapeutic areas, and promotion channels
• Ensure smooth access and easy toggling between models and benchmarks for seamless workflow
• Intuitive filters and streamlined interface reduce complexity, accelerating decision-making and improving adoption

Channel Synergies Driving Business Impact

The new release enhances interaction modeling to capture how channels work together in the real world. By uncovering true channel synergies, marketers can optimize cross-channel effectiveness and make smarter budget allocation decisions.

• Identify channels that amplify each other’s impact for greater ROI
• Detect conflicts and cannibalization to avoid wasted spend
• Reflect realistic customer behavior across multiple touchpoints
• Enable smarter, synergy-driven budget reallocation