MassTer PACE brings the next generation of Marketing Mix Modeling – faster, smarter, and more reliable.
Unique to MASS Analytics, it combines automation with expert oversight, creating a measurement framework that doesn’t just report results but anticipates what’s coming.
How It Works
Traditional marketing models are often “one and done”, outdated the moment they hit your desk. Our Always-On MMM Workflow ensures your data is never stale and your strategy is always agile. By integrating continuous data feeds with iterative refinement, we provide a living model that evolves as fast as the market does.
Every time new information comes in, the model checks itself to see if the insights are still accurate.
If the market shifts or consumer behavior changes, the system flags it. It asks a simple question: “Is this model still valid?” If the answer is yes, it pushes updated insights directly to your digital dashboards so you can make decisions in real-time.
If the answer is no, it triggers a “full build” to recalibrate and make sure your strategy stays on track.
For a business, this means you are moving from guesswork to a continuous cycle of improvement. You get the depth of a complex mathematical model with the speed of a daily report. It’s designed to ensure that your marketing budget is always working as hard as possible, allowing you to pivot your spending the moment the data shows a better opportunity.and grow, without waiting for the next modeling cycle.
See MassTer PACE in action
See how models are continuously refreshed, how scenarios are generated in real time, and how teams use those outputs to make decisions while campaigns are still live.
What It Does
Automates MMM
From data ingestion to modelling to reporting, MMM runs in the background without manual wrangling.
Provides early campaign reads
Pick up performance signals in days, not months, so you can adjust before budgets are wasted.
Acts as an early detection mechanism
Spot underperforming channels or market changes as they happen, not after.
Keeps MMM always up to date
Dashboards refresh automatically, delivering continuous insights your teams can trust.
Why It Matters
Proactive decision-making
Anticipate problems and act early, instead of reacting after the fact.
Future-proof MMM
Built to scale across new markets, channels, and data sources.
Connected view
All data and context aligned, so MMM reflects reality across the business.
Smarter resource allocation
Guide monthly shifts in channel mix and campaign strategy with confidence.
The Platform Behind Always-ON Analytics
Always-ON Analytics runs on MASS Analytics’ MassTer PACE, a fully integrated platform designed to make advanced marketing measurement fast, accurate, and scalable.
PACE on Snowflake
Run Always-ON MMM right where your data lives and update models at the speed of your business.
MassTer
Studio
Build statistically robust models that make business sense.
MassTer
Mind
Turn insight into impact with intelligent planning assisted by AI.
MassTer
Flow
Create automated pipelines to reduce data wrangling time to zero.
Built For…
Data Teams
Users with a statistical background who understand the business. They can monitor outputs, assess anomalies, and manage triggers for automatic model refreshes.
Marketing Teams
Professionals who need early campaign reads and proactive insights to optimize budgets and performance in near real-time.
Executives and Decision-Makers
Leaders who want reliable, continuous insights to anticipate shifts in market conditions and make evidence-based strategic decisions.
Frequently Asked Questions
The recommended user is a data analyst with statistical knowledge and business understanding. After initial setup, your team defines refresh triggers and parameters. MASS Analytics can remain involved as needed to support recalibration or guidance.
It can run fully on MASS Analytics’ systems or in your environment. If implemented in-house, a data analyst typically manages the process with optional support from IT or other teams depending on setup.
A full model build takes 6–8 weeks depending on scope and data availability. After that, Always-ON MMM refreshes key outputs in near real-time whenever new data is added.
Yes. The platform supports flexible and detailed reporting. Optimisation and forecasting outputs can be generated at the most relevant level — by region, channel, audience, creative, tactic, or placement — as long as the input data is available.
The automodel runs in the background, while the user interface (within Databricks) lets you monitor performance, configure refresh setups, and define triggers for running the model. Once new data is uploaded, the model refreshes outputs including coefficients, response curves, optimisation results, forecasting, and contribution reports automatically.
You can choose your preferred level of support. In a fully managed setup, a MASS Analytics data analyst oversees model runs, validates outputs, and guides recalibration if needed. Over time, your team can take over using our “Walk, Run, Fly” approach to ensure full in-house control.
Monitoring is a key step to ensure model accuracy. The algorithm can detect when a refresh is sufficient or when a rebuild is needed. Users receive alerts for anomalies and can access a statistical dashboard to review metrics like R², T-statistics, and coefficients to validate both statistical and business significance.
The model integrates media signals and other contextual information automatically. This ensures performance insights reveal not just correlations, but causation, helping you understand what drives results.
Always-ON Analytics Readiness Checklist
Find out if your organization has the foundations for Always-ON Analytics.
Use this checklist to evaluate your readiness, uncover bottlenecks, and understand what’s needed to run continuous, decision-driving analytics.