Axtria MarketingIQ™ Winter Release Notes

Axtria MarketingIQ^TM 6.5 unleashes the full potential of your marketing campaigns! We’ve introduced a powerful new Test and Control module that empowers you to optimize performance like never before. Gain deeper insights into campaign effectiveness with advanced experimentation-based tools for creating and managing test groups, conducting in-depth retrospective studies, and ensuring accurate results through precise matching methods. This release also includes enhanced functionality that delivers greater flexibility, precision, and efficiency in evaluating your marketing efforts.

What’s New in Axtria MarketingIQ^TM?

Platform enhancements elevate the accuracy and depth of analysis, offering a more complete and reliable view of marketing performance. Additionally, improved visual differentiation between control and promotional variables helps analysts make more accurate decisions. Axtria MarketingIQ^TM 6.5 equips business users with advanced tools for improved campaign evaluation, efficient data
preparation, and streamlined modeling, including:

• Test and Control module: Advanced tools for setting up experiments, analyzing results, and accurately interpreting campaign performance.
• Workspace currency: Workspace owners can now select their preferred currency using a dropdown menu on the homepage. The menu supports searching by currency code or symbol, with all ISO-listed currencies available.
• Residual model updates: Users can now flexibly incorporate previously utilized variables into the residual modeling equation.
• Predict impact: A comprehensive view of aggregated sales impact across all models, with customizable options for calculating predicted impact percentages.
• Default scenarios: Default scenarios are now auto-created for every planning session.
• Data Prep module enhancements: New transformation capabilities-such as Row Filter, Rule-Based Cohort, File Join, Aggregation, and more-enhance workflow efficiency, flexibility, and ease for complex data preparation tasks.

Explore the Latest Features in Axtria MarketingIQ^TM

Valuable enhancements to various modules and features provide brand managers with tools to drive better marketing decisions and effectiveness, improve operational efficiency, and maximize the value of data-driven insights.

Comprehensive Marketing Evaluation

With the new Test and Control module, marketers can create and manage test and control groups before executing campaigns. Additionally, they can run retrospective studies to measure impact and use advanced matching methods like Euclidean distance or error variation matching for precise campaign comparisons.

Global Currency Support for Workspace

Workspace owners can easily choose their preferred currency from a comprehensive drop-down list, enabling seamless operations across multiple geographies and saving time. The comprehensive list ensures compliance with ISO-listed currencies, promoting consistency across global teams.

Default Scenario Enhancements

Enhanced configuration capabilities for session parameters allow analysts to define planning periods, long-term horizons, and response curves, with pre-configured default scenarios automatically created to ensure accuracy and consistency.

Enhanced Residual Models

Analysts can now access and reuse variables from previous iterations in the residual model, using the accessing channels to include them in residuals. Incorporating previously utilized variables into the residual modeling equation provides users with greater flexibility and control over model adjustments.

Transformed Data Prep Module

With several new transformations to the Data Prep module, analysts can easily apply row filters, remove or modify columns and cohort rules, join files, intersect unions, aggregate, disaggregate, scale, perform N-tiling, and create lags.

Details on Extended Enhancements

Enhanced Modeling Iterations

Axtria MarketingIQ^TM 6.5 enables analysts to generate 100+ modeling iterations, facilitating in-depth experimentation. Better-calibrated models enhance predictive outcomes and refine modeling accuracy and performance.

Scenario Constraint Updates

The scenario constraint enhancements allow analysts to download and upload constraint files in a specified format, simplifying data entry and updates for each channel level.

Aggregate Model Enhancements

Enhanced aggregate models enable analysts to work with data more efficiently and at multiple levels of detail.

• Dual-level data view: Analyze HCP and DMA data simultaneously within the same model. This provides a complete view of individual and regional trends without switching contexts.
• Segment-level insights: Updated segment-level view allows analysts to focus on specific market segments or demographics, delivering deeper, more targeted insights for precise analysis.

Predicted Impact

Predicted Impact gives analysts a comprehensive view of the national aggregated sales impact using the aggregated impact feature. Additionally, they can select the denominator (predicted impact/actual sales) to calculate the percentage of impactable sales.