Arima has launched its Arima Unlimited MMM (marketing mix modeling) product in the U.S. The Canadian data company, which has a sales team in place south of the border and has been building up education about its synthetic data for independent agencies through the American Association of Advertising Agencies.

MMM Unlimited offers users unlimited models that allow for analysis of every campaign, product and location for multiple markets, advertising clients and diverse product lines. It is a self-directed tool for uncovering insights making decisions faster.

In addition to this product launch, a new tool called InstaPoll has been added to the platform. InstaPoll is a way to conduct surveys using synthetic data and multi-step reasoning with large language models (LLM), a machine learning model used for natural language processes such as language generation.

InstaPoll is based on the Synthetic Society by Arima, a database that mirrors the real-world. The database has been created by combining 50,000 attributes such as demographics, psychographics, behaviourial and lifestyle habits across 325 million individuals in the U.S. and 40 million in Canada. The data has been culled from trusted sources including census and panel data.