The Winter 2026 release elevates Axtria MarketingIQ™ (R 7.2) into an agentic marketing intelligence platform that continuously measures, interprets, and reallocates investments. It introduces Marketing Insights and Resource Allocation (MIRA) – an agentic
The release also features touchpoint attribution and journey guidance through multi-touch attribution (MTA) capability, that drives revenue growth and customer conversion through precise insights into interaction effectiveness. Revenue Planner scenario and Monthly Phasing for budget control sharpen current optimization capabilities.
What’s New in the Winter 2026 Release
MIRA-Accelerated Decision Intelligenc
MIRA is an agentic co-consultant that helps brand managers move away from manual effort into decision making, reducing their reliance on analytics teams. Brand managers engage with MIRA to run simulations and receive guided, optimized plans—that are precise and have embedded business-specific intelligence
MIRA at a Glance
- Achieve faster, smarter, and intuitive scenario creation, optimization, and auditability—without requiring technical expertise
- Translate complex model outputs into clear, actionable insights to understand what’s driving performance
- Simulate and compare budget scenarios to evaluate trade-offs and select the optimal allocation
- Act on AI-guided recommendations to continuously optimize spend across channels, segments, and HCPs
Touchpoint Attribution Delivers Higher Revenue Growth
Multi-Touch Attribution and Journey Analysis
Multi-touch attribution (MTA) insights provide a holistic view of customer journeys by crediting multiple touchpoints across channels, driving improved revenue growth and customer conversion.
- Enable real-time budget shifts and optimize campaign ROI, based on tactical performance
- Know tactical insights to track touchpoints, prove channel value, and identify the shortest path to conversion
- Achieve unbiased view of channel contribution for smarter cross-channel investment plan
- Map customer journey with user level media tracking and performance data
Enhancements Driving Smarter Measurement and Planning
Enhanced Channel Grouping
Channel grouping in modeling allows data scientists to estimate ROIs at tactical and strategic levels that are more business centric. For example, groups like digital channels, personal or non-personal channels that are more meaningful for streamlining brand analysis at group level, and its efficient optimization planning.
Monthly Phasing for Budget Control
Monthly phasing for budget control allows business users attain precise timing by aligning marketing spend with business cycles and seasonal patterns.
Revenue Planner Scenario
The new Revenue Planner scenario evaluates budget trade offs from revenue attainment point of view, shows their impact on total brand sales, and seamlessly feeds into the forecasting cycle.
