Axtria MarketingIQ™ Spring 2025 Release Notes

The Spring 2025 release of Axtria MarketingIQ^TM 7.0 introduces significant enhancements in GenAI-powered budgeting, data transformation, campaign measurement, and next-generation portfolio-wide optimization. This empowers life sciences marketers to iteratively test, experiment with, and refine high-performing strategies—maximizing ROI while reducing operational overhead.

Organizations can make data-driven decisions through more effective promotional strategies, supported by streamlined portfolio-wide planning and robust spend optimization—driving measurable and incremental brand growth.

Additionally, extended support for multi-level constraints enables marketers to align brand strategies with enterprise-wide goals while still accounting for on-the-ground realities.

What’s New in the Spring ’25 Release?

Achieve Portfolio-Wide Success Through Smarter Planning and Optimization

The Spring 2025 release introduces valuable enhancements in GenAI-driven portfolio optimization, allowing marketers to make optimal spending decisions, improve business efficiency, and maximize the value of brand, portfolio, and channel spending.

Revolutionize Budgeting Experience with GenAI-Powered Insights

Traditional dashboards leave marketers stuck in static reporting that is disconnected from rapid execution. The Spring 2025 release transforms this experience, offering dynamic, scenario-based budgeting powered by conversational intelligence.

GenAI accelerated optimization allows marketers to:

• Analyze in-depth channel performance
• Integrate business intelligence into marketing
• Review multiple budgeting scenarios rapidly

Optimize Campaigns with 360° Portfolio View and Tailored Channel Groups for Brands

The unified portfolio and brand framework empowers data-driven, informed decisions by providing a portfolio view of marketing investments across brands. This enables marketers to strategically allocate resources to maximize ROI.

Brand-level optimization introduces channel grouping for comparative analysis, and scenario planning allows for minimal manual effort in channel configuration:

• Drive smarter portfolio decisions by optimizing budgets across brands, geographies, and therapeutic areas
  
  
• Maximize brand performance through precise optimization at a brand level, targeting the right channels with channel groups and campaigns to elevate ROI
• Align strategy with execution using multi-level constraints and cascading that balance brand-specific tactics with broader business goals
• Accelerate time-to-insight with configurable models that allow business users to incorporate business rules and market realities directly into optimization logic
• Minimize operational overhead by reducing repetitive customization and enabling rapid delivery of actionable, brand-specific recommendations

Accelerate Measurement with Pre-Campaign Set-Up, Plugin-Like Apps, and AI-Driven Data Prep

Innovative features like custom marketplace Apps, statistical power test, audience creation, and data transformation streamline and accelerate budget planning and campaign measurement to optimize resources at a granular level.

Comprehensively Plan, Evaluate, and Execute Marketing Efforts

The enhanced Test and Control module introduces a pre-campaign setup, ensuring promotional activities are grounded in statistically valid test designs. Features like stratified sampling and power test allow marketers to:

• Create statistically robust test and control groups
• Precisely create and control pre-campaign audience designs
• Lead successful campaign outcomes and investment decisions

70%+ Time-to-Value with Pre-Built Marketplace Apps Integration

The Spring 2025 introduces marketplace Apps that business users can rapidly deploy into existing workflows and systems, enabling specialized modeling and MMx solutions.

The curated Apps experience is designed for life sciences companies to enhance modeling and optimization and bring:

• Quick adaptation to market shifts and business needs
• Structured, governed process to deploy custom widgets
• Shorter development cycles with increased efficiency
• Significant time-to-value with agile experimentation
• Robust capabilities to meet customer-specific needs

Boost Analyst Productivity and Reduce 50% Data Preparation Time

The latest release enhancements include AI-powered data transformation, advanced time-series handling, and low-code capabilities to help business users clean, transform, and prep data at scale:

• Automate dataset cleaning, formatting, and reshaping using AI-driven transformations
• Strengthen analysis with time-based calculations and pivots to support advanced measurement and scenario planning
• Improve data quality at scale to ensure consistency and reliability
• Empower analyst productivity through SQL-based transformations and date-time manipulation, enabling tailored workflows with flexibility
• Drive reusability and accelerate data preparation through the new Import Data Journey feature