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Traditional marketing models are often “one and done”, outdated the moment they hit your desk.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
Everything you need to know about getting started with Always-ON Analytics.
Traditional MMM is typically a one-off project. You get a model, a report, and then wait months for the next update. MassTer PACE is designed to be always on: models refresh automatically, dashboards update continuously, and your team has live insights at any point in time. The goal is to make MMM a tool you use every day, not a document you pull out once a year.
No. MassTer PACE runs directly inside your existing data environment, most commonly Snowflake. Your data stays exactly where it is. There’s nothing to export, migrate, or hand over. This also means setup is much faster than you’d expect.
The initial model build typically takes 6–8 weeks, depending on how much data you have and how many markets you want to cover. Once that’s in place, the platform runs automatically; updating insights whenever new data arrives, without your team having to do anything.
Not necessarily. The platform is designed so that a data analyst — someone comfortable working with data but not necessarily a statistician — can manage day-to-day operations. For teams who want extra support, MASS Analytics can stay involved at whatever level makes sense, through our Walk, Run, Fly model.
Yes. MassTer PACE connects to over 150 data sources, including ad platforms, CRM systems, sales data, and third-party measurement tools. If your data is already in Snowflake, connecting it is straightforward. Outputs can also be pushed back into the dashboards your team already relies on.
Absolutely. Most clients start with a single market or product area, get comfortable with the platform, and then expand to additional markets, channels, or KPIs over time. The Walk, Run, Fly approach is specifically designed to let you grow at your own pace. With MASS Analytics doing the heavy lifting at first, and your team taking over progressively as confidence builds.
MassTer PACE monitors itself continuously. If something looks off — a sudden change in the data, a channel behaving unusually, or the model drifting from reality — the system flags it and alerts your team. In most cases it can recalibrate automatically. If a bigger review is needed, you’ll be told exactly why and what to do next.
The platform checks all data sources before running any update. If something is missing or looks out of the ordinary, the refresh is paused and your team is alerted. Nothing runs on incomplete data. This means your dashboards always reflect a reliable picture, not a partial one.
It can run fully on MASS Analytics’ systems or in your own environment. If implemented in-house, a data analyst typically manages the process with optional support from IT or other teams depending on setup.
Yes. The platform supports flexible and detailed reporting. 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.
You can choose your preferred level of support. In a fully managed setup, a MASS Analytics 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.
After initial setup, your team defines refresh triggers and parameters. MASS Analytics can remain involved as needed to support recalibration or guidance; at whatever level suits your team’s capacity.
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.