LONDON & NEW YORK — MASS Analytics today announced a global collaboration with Central Control to bring together always-on marketing mix modeling (MMM) and practical, privacy-safe incrementality testing. The partnership pairs MASS Analytics’ Always-ON Analytics platform with Central Control’s experimental expertise to give advertisers faster, more reliable measurement they can act on.
Strategic U.S. Expansion
MASS Analytics will lead the collaboration and provide the integrated Always-ON Analytics platform. The platform delivers low-latency, cloud-native MMM that moves at the speed of modern marketing decisions. Central Control will provide experimental design and execution, including geo-based randomized controlled trials, and will serve as MASS Analytics’ on-the-ground representative in the U.S. for commercial and client-facing work. As part of this collaboration, Rick Bruner will become Head of U.S. Partnerships for MASS Analytics.
“This collaboration brings marketing mix modeling and experimentation together as an integrated measurement system.” explains Firas Jabloun, CEO of MASS Analytics. “Experimental results inform model calibration and priors, while always-on models guide more targeted and efficient experiment design. By reinforcing each other, they enable more accurate decision-making at the pace of modern marketing execution.”
“Models and experiments are two sides of the same coin,” said Rick Bruner, CEO of Central Control. “Models deliver coverage and continuity. Experiments deliver causality and calibration. Working with MASS Analytics lets us formalize a best-practice framework that helps advertisers validate and improve their measurement without slowing down planning.”
Bridging the Gap Between MMM and Experimentation
As part of the collaboration, the firms will publish updated guidance and thought leadership on Integrated Marketing Measurement, offering practical steps to validate, calibrate, and improve MMM using experimental evidence whilst keeping decision cycles quick.
About MASS Analytics
MASS Analytics delivers low-latency cloud-native MMM deployed on Snowflake, that moves at the speed of modern marketing decisions through MassTer PACE, our AI-first, Always-ON Analytics platform.
We deliver continuously calibrated marketing measurement that enables businesses to drive business growth today and tomorrow, bringing clarity in the midst of volatility.
About Central Control
Central Control specializes in large-scale, privacy-safe incrementality experiments and geo-based randomized controlled trials. The company helps advertisers test, validate, and calibrate media investments to improve advertising ROI. Website: centralcontrol.com
Media Contact
- MASS Analytics — info@mass-analytics.com
- Central Control — info@centralcontrol.com
