Axtria MarketingIQ™ Summer 2026 Release Notes

Campaign Coach

An AI agent powered by MIRA (Marketing Intelligence and Resource Allocation) that guides marketers through end-to-end campaign creation, within a structured six-step workflow. By integrating MTA (Multi-Touch Attribution) insights directly into the campaign planning process, Campaign Coach enables marketers to identify the best-performing channels, audiences, and journey sequences for a given brand objective

• Reduces campaign planning time from days to hours by guiding marketers through an AI-powered, structured workflow
• Improves campaign ROI by 20–25% through the integration of MTA-driven insights that identify the most effective channels, audiences, and customer journeys
• Full human approval at each step enables faster planning while maintaining marketers’ strategic control over campaign decisions

Marketeer Persona

The Marketeer Persona is a dedicated view of Axtria MarketingIQ^TM built for decision makers like brand managers, omnichannel leads, campaign owners and their marketing team. It surfaces insights and recommendations with channel ROI, allocation trade-offs, scenario comparisons, MTA and journey exploration - without model configuration screens, data prep views, or attribution settings (as that will be taken care of by data scientist).

This campaign-focused interface surfaces most relevant to day-to-day marketing decisions – eliminating need for marketers to navigate analytics-heavy screens. They can quickly evaluate campaign performance, compare scenarios, and act on recommendations, reducing dependence on analytics teams while improving the effectiveness of marketing decisions.

• Accelerates decision-making with a simplified experience that surfaces only the insights and recommendations needed to take action
• Improves marketing effectiveness through side-by-side scenario comparisons and actionable recommendations that help identify the best-performing strategies before execution
• Democratizes advanced analytics by enabling marketers to leverage sophisticated modeling insights without requiring data science expertise

Channel Health Agent

An AI agent that enables marketing teams to assess channel performance, engagement, and reach through natural conversation — replacing hours spent into reconciling performance data or manual analyses with immediate, structured diagnostics

• Instantly surfaces channel performance insights, enabling faster identification of opportunities and issues for quicker decision-making
• Provides a holistic view of channel and brand health, helping teams optimize channel investments and maximize campaign impact
• Eliminates manual data gathering and dashboard hopping, freeing marketers to focus on strategy and execution rather than reporting

Bayesian Modeling

Bayesian Modeling enhances MMM by incorporating uncertainty and prior business knowledge into model estimation. Unlike traditional OLS-based models that generate single-point estimates, Bayesian models provide probability-based insights, enabling marketers to make more informed and reliable decisions, especially in complex or data-constrained environments.

• Quantifies uncertainty in channel contribution and ROI estimates, enabling more informed investment decisions with a clearer understanding of risk
• Produces robust results in sparse, noisy, or evolving data environments by incorporating prior knowledge alongside observed data
• Provides a stronger foundation for optimizing marketing spend through more realistic channel performance and ROI estimates

S-curves and Extended Transformations

S-Curves and Extended Transformation Types enhance MMM by enabling marketers to apply a wider range of response curves, including S-Curves, to better capture real-world marketing effects such as saturation, acceleration, and diminishing returns for DTC channels such as TV channels.

• Improves model accuracy by capturing complex channel response patterns and real-world diminishing-return effects more effectively.
• Enables better marketing investment decisions through more realistic measurement of channel impact and ROI

Connection Manager

A centralized, guided interface for creating, testing, and managing connections to Azure Blob, Snowflake, Amazon S3, SFTP, and Axtria InsightsMAxTM — directly within Axtria MarketingIQTM.

• Accelerates data onboarding by simplifying and standardizing external data connection setup
• Improves data reliability through built-in validation and connection testing before deployment
• Reduces operational disruptions by enabling reusable, verified connections that support uninterrupted data ingestion

MTA Enhancements

The newly introduced attribution and customer journey across the Attribution Dashboard and Journey Explorer reveal how channels perform relative to the touchpoint investment required and what role each plays across the conversion journey.

• Optimizes marketing spend by identifying channels that drive conversions with the fewest touchpoints and highest efficiency
• Improves campaign performance by revealing the ideal customer journey length for maximum conversion rates
• Enables smarter channel strategy by understanding whether channels are best suited to initiate, nurture, or close conversions

NBE Scenarios — Asynchronous Export

Large Next Best Engagement simulation and monitor output files now export in the background while your team continues working, with real-time progress notifications and automatic download-ready alerts

• Enhances user productivity by eliminating downtime during large data exports
• Improves operational efficiency through automated status tracking and download readiness notifications
• Supports enterprise-scale analysis by handling large output volumes reliably with concurrent exports and retry mechanisms