The new Purple Metrics

You already have the data. Purple turns it into marketing intelligence you can act on.

New Purple Metrics. Rebuilt for the AI era.

A proprietary machine-learning model to manage marketing investments like it's 2026

Every answer in Purple comes from the same place: a causal model trained on your own data. Purple Metrics' team of PhDs in Data Science and Marketing Science developed a model that reflects the complexity of contemporary marketing. It's battle tested for hundreds of corner cases and works for every industry.

Here's what managing investments like it's 2026 looks like:

Attribution

Explains how many conversions each investment is generating so you can become a marketer that reports incrementality to leadership.

Lag

How long each investment takes to show effect so you can start campaigns at the right timing.

Halo effect

Top-of-funnel effect on bottom-of-funnel so you don't pause champion branding investments.

Saturation

The efficiency limits of your investments both from the past and projected for the future so you can increase investments like a pro.

Optimization

The ideal allocation of your investment portfolio for you to deliver that growth with strong margins and look like a marketing legend.

MMM in an AI era: the interpretation work is already done

SaaS was already an evolution from MMM services. Your model always on, every chart one click away. But a chart isn't an answer. Someone still had to cross saturation with attribution, remember the lag, and turn it all into "move money from X to Y." That someone was you at 7pm.

Now the interpretation work comes already done. You ask; the model crosses, remembers and translates — you get the answer and the why. Add your human secret sauce and it's ready to take to leadership.

A methodology that makes your marketing better with every use. Actually, it's you getting smarter.

Being scientific goes beyond data-basing your decisions. It's evidence backing your moves: processing the data, observing how your marketing reacts. You've experimented so you know. Then you can expand. We're talking about your marketing, but also about your knowledge.

The new Purple Metrics methodology lets you expand over time and the results show up where it matters: the bottom line. A loop that feeds itself with more data every time you keep moving.

Compounding analyses, new actions, more data. New goals & strategy, more data setups, more tools.

Marketing database

• Goals & Strategy: The outcome of our work together that will become a roadmap to the account.
• Data setup: How we organize the data to reach the best analysis. What's the output, what variables to include.
• MMM engine: Purple Metrics' proprietary machine learning model.
• Analyze: Know the anatomy of your marketing, what's converting, the state of anything.
• Recommend: Plan scenarios, optimize media, project the future, learn growth avenues.
• Net new data: We get more context, Purple becomes more precise.

How Purple Metrics just became your secret weapon

Fast. Actionable. Smart.

Crunch data like a machine.

• Upload spreadsheets as they come — our AI formats, finds and fixes errors, and pre-names every variable.

• Group, ungroup and pause variables yourself — no waiting weeks to config a setup.

• Compare data sets in a sandbox, with 20+ reliability metrics to know how much to trust each number.

• Create new models with a click to compare geographies, metrics and strategies.

Analyze like an investor.

• Ask anything in plain language — Purple's AI consults your data and our knowledge to reach complex conclusions.

• Generate reports and share the knowledge with your teammates, with a copilot that thinks along with you.

• A shelf with your artifacts, reports and Purple articles — your intel always at arm's reach.

Move budget like a scientist.

• Calculate the ideal mix for your investments and understand the best opportunity to increase budget.

• Run agentic Optimize to design scenarios and forecast the results of your media plan.

• Bring Purple Metrics' team along — to plan experiments together and defend your interests with media players.