Our vision for Marketing Mix Modeling: Combining AI and continuous innovation for smarter decision-making

Recognized as a Visionary in Gartner’s Magic Quadrant for Marketing Mix Modeling (MMM), Ekimetrics stands among the top five global providers in the field. In this interview, France Hassenforder, Senior Manager in Strategy & Marketing Analytics, explores how our company continues to innovate, helping our clients make data-driven decisions and gain a competitive edge across industries—even in the face of ever-changing market dynamics.

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1. What does Ekimetrics' recognition as a Visionary in Gartner’s Magic Quadrant mean for the company and its clients?

France Hassenforder: This recognition is even more impactful because Ekimetrics is the only European-headquartered company in the Magic Quadrant. It really highlights how we bring a distinctive approach in a market predominantly dominated by U.S.-based organizations. At the core of our positioning lies an unwavering commitment to continuous innovation.  

It also shows how we’re able to provide a fresh perspective by creatively combining cutting-edge technology with robust analytical frameworks, helping our clients tackle complex challenges and constantly push the boundaries of what’s possible in data-driven decision-making.

This acknowledgment also validates our commitment to helping businesses embark on transformative, data-driven journeys. Over the past 18 years, we’ve consistently stayed at the forefront of advanced analytics and AI, pushing the limits to solve key business challenges in marketing, advertising, and promotion budget optimization. And let’s not forget, we’ve worked hand in hand with our clients to make these outcomes a reality.

The Visionary title is an external validation of our forward-thinking approach—empowering organizations to leverage flexible, scalable solutions that drive measurable growth. Our approach delivers immediate business results and aligns with broader strategic goals such as long-term competitiveness, sustainability, and future-proofing businesses against evolving challenges.

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2. How does Ekimetrics define its vision for Marketing Mix Modeling, and what sets its approach apart in the market?

F.H.: At Ekimetrics, we see Marketing Mix Modeling as much more than a tool for media optimization. For us, MMM is a strategic asset that ​​lets clients make informed, data-driven decisions across every layer of their organization—whether it’s C-level management or operational teams on the ground.

Our solutions are built to be flexible and scalable, adapting seamlessly to the specific needs of clients across diverse markets. One.Vision platform‘s modular approach means businesses can focus on what matters most—selecting functionalities that directly align with their objectives and deliver maximum impact.

Whether they operate in global organizations or smaller, more focused markets, with varying levels of data maturity, our solutions are designed to integrate effortlessly and provide value across diverse, complex contexts. This adaptability really matters, as it ensures businesses can maximize ROI while navigating the ever-shifting dynamics of their industries.

Transparency and collaboration are also at the heart of our methodology. We ensure that client data teams are actively involved in every step of the modeling process—from understanding the underlying assumptions to exploring the models’ mechanisms and analyzing the results. In short, we believe in full transparency. By maintaining full transparency on data, techniques, and outputs, we foster trust and ensure that our clients’ teams are empowered with a clear understanding of the insights. This collaboration strengthens their ability to act confidently and independently and ultimately turn those insights into results that really matter.

In addition, Gartner recognized our platform’s advanced analytics capabilities, including its robust self-serve functionality. Clients can explore data transformations, modeling engines, and detailed statistical outputs, allowing them to gain valuable business insights without being overly reliant on external teams.

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3. What are the key innovations and initiatives Ekimetrics is preparing for 2025 to help clients meet evolving business challenges?

F.H.: As we look ahead to 2025, Ekimetrics’ focus is on staying at the forefront of innovation to help our clients thrive in increasingly complex and fast-moving environments. One of our top priorities is to continue integrating generative AI to provide faster, more precise insights. This will particularly enhance areas like personalization and real-time simulation capabilities, allowing our clients to make decisions faster and with increased confidence.

We’re also advancing our forecasting capabilities, integrating multidimensional tools that address complex scenarios, such as navigating inflationary pressures and aligning with non-financial objectives like sustainability. As well as providing actionable insights, these tools are designed to actively give our clients an edge in uncertain market dynamics—helping them plan ahead, develop “what if” scenarios, and deliver measurable value.

Our roadmap includes an enriched ecosystem of partnerships that will allow us to integrate external datasets and complementary tools. This will make our analyses even more robust and actionable, unlocking new ways for clients to optimize their marketing and commercial strategies.

Finally, we’re expanding our benchmarks and use cases to go beyond our traditional sectors like consumer packaged goods (CPG), retail, mobility, and financial services. We’re exploring new industries such as healthcare, technology, and public services, enabling us to bring the power of MMM to a broader range of business challenges.

At Ekimetrics, we see operational excellence and sustainable growth as going hand in hand. Our work doesn’t just deliver results today; it sets the foundation for long-term success in a world where data and AI are becoming essential to decision-making. These innovations, including the integration of generative AI, along with our enriched collaborations, position Ekimetrics not just as a solution provider but as a long-term partner—helping clients achieve both operational excellence and sustainability-driven success.