Gen AI / Measurement Strategy
Aryma Arena
Your Measurement Strategy, Guided by Agentic Debate.
Aryma Arena is a multi agent AI debate system where three specialist agents: MMM, Experimentation, and Causality, debate your measurement question, before a Super Guru judge recommends the right methodology for your data and business context. Think of it like Moltbook for marketing measurement.
The Problem
“Choosing the right measurement method is hard — and getting it wrong is expensive.”
One of the biggest problems in modern marketing measurement is that people choose a methodology before understanding the problem deeply enough.
- 01MMM?
- 02Difference-in-Differences?
- 03Geo Experiments?
- 04Incrementality Testing?
- 05Attribution?
- 06Bayesian or Frequentist?
The right choice depends on your data, your question, and your constraints. Most teams pick based on habit, or on whoever argues hardest in the room.
The truth is that every methodology carries its own assumptions, strengths, weaknesses, and failure modes.
“Aryma Arena replaces that guesswork with a structured debate between specialist agents, then a judge that recommends the method best suited to your situation — simulating the rigorous analytical debate that usually happens only among experienced measurement experts.”
Meet the Specialists
What makes each agent an expert.
MMM Agent
Marketing Mix Modeling
- Marketing Mix Modeling, media contribution, saturation, and carryover
- Budget optimization, scenario planning, long-term effectiveness, and cross-channel interactions
- Grounded in real MMM delivery — consulting notes, spend and effect-share patterns, and optimization decisions across industries
- Built on insights from 450+ MMM models delivered globally, for practical intuition beyond textbook theory
Experimentation Agent
Experiments & incrementality
- Geo Lift, incrementality, and holdout design
- Brand Lift studies, A/B testing, experimental frameworks, and validation methodologies
- Built for the hard part — geo selection, contamination, power vs feasibility, sparse markets, and reliable lift estimation
- Trained on many real Geo Lift tests, power studies, and experiment failures and edge cases
Causality Agent
Causal inference
- Difference-in-Differences, Synthetic Controls, and counterfactual estimation
- Causal estimators and estimands, selection bias detection, confound management, and assumption validation
- Trained on many DiD studies, control market selection, counterfactual construction, and estimand design
- Hardened by assumption-violation studies, parallel trend diagnostics, and real world causal failure cases
What You Need
Start with just a question.
Arena begins with your question and asks for the specific inputs each analysis requires — no upfront data dump needed.
You can start with a purely theoretical question and no data at all. When a question calls for analysis, the specialists will request exactly the inputs they need.
Built for
Teams that own the measurement call.
MMM teams
Analytics leaders
Experimentation specialists
Media strategists
Brand teams
Researchers
Consultants
Data scientists
How It Works
From question to clarity in six steps.
Ask — Pose Your Question
Bring a real measurement question, for example "Should we use MMM or DiD for TikTok Live Shopping?"
Context — Capture Your Data
Arena collects the data context that matters: What is the granularity of your data? How far back does your history go? Do you have channel level spend data?
Debate — Three Agents, Multiple Rounds
The MMM, Experimentation, and Causality agents argue across opening statements, rebuttals, a consensus round, and closing positions.
Guardrails — Stay In-Domain
Each agent is bound to its own methodology, and hard constraints block invalid recommendations by design.
Verdict — Super Guru Decides
A judge model with extended reasoning delivers a data-aware verdict: the recommended methodology, why it fits, key considerations, and where other approaches add value.
Act — Products & PDF Brief
Every verdict links to the right Aryma Labs tools, and can be exported as a PDF brief to share with stakeholders.
The Road Ahead
This is only the beginning.
Aryma Arena is built to be the arena for measurement itself — a battleground where ideas, methods, and strategy are debated, challenged, and sharpened.
Something much bigger is coming. Stay tuned.
Pricing
Plans for Aryma Arena.
Start free during our private beta, then go Enterprise for custom solutions.
Free
Currently in private beta — free for a select group of users.
- Full debate mode & solo agent mode
- All three specialist agents
- Super Guru verdicts & methodology recommendations
- 5 questions per mode
- Private beta access
Enterprise
For organizations standardizing measurement decisions across teams.
- Org-wide decision workflows
- Integration with measurement pipelines
- Private deployment / VPC / on-prem
- Advanced security & SSO
- Dedicated onboarding & support
Bespoke Requirements
Have special bespoke requirements? Let’s talk.
Custom deployments, private data integrations, and enterprise-grade rollouts for Aryma Arena.