MiQ has expanded its Sigma tool by introducing new AI-powered planning and measurement capabilities.
Since Sigma’s launch a year ago, the technology has powered more than 40,000 campaigns for more than 2,300 advertisers. MiQ said that Sigma delivers a return of $2.22 for every $1 spent when compared to standard programmatic campaign setups.
Sigma now allows marketers and agency partners to curate audiences and personas to target, plan, activate and measure campaigns across digital media channels.
MiQ has also increased the size of Sigma’s data spine to more than 600 feeds and 2.5 petabytes of information from global providers like Circana, TitanOS, Evertune and expanded AI architecture integrations with Databricks.
In Australia, MiQ has a number of established strategic partnerships, including with OzTAM, Lifesight, Samba, Creatalytics and Google.
“Fragmentation isn’t getting easier for marketers, and that’s exactly why the continued expansion of Sigma capabilities is important for the Australian and New Zealand markets,” MiQ ANZ managing director Fiona Roberts said.
“MiQ, along with our clients, have seen firsthand what happens when data, decisioning and activation come together in one system, and these new capabilities take that another step further. By placing these tools in the hands of our clients, they’re able to now plan faster, measure more completely, and reinvest with confidence across the full consumer journey.”
The two new capabilities include:
Browsing Intelligence: Enables marketers to better understand and reach today’s online consumer in the consideration phase. Users can tap into insights that showcase omnichannel behavioural, contextual, attention and AI trends to optimise reaching consumers in the mid-funnel moments that drive brand choice.
Sigma Total Measurement: Helps marketers optimise the full consumer journey to drive long-term sales growth, not just short-term media KPIs. Sigma users can now see how channels work together, identify where investment is compounding, and reinvest with greater confidence.
“As consumers move across video, social, commerce, and emerging AI chat platforms, the challenge for marketers has shifted,” said John Goulding, global chief strategy officer at MiQ. “The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap.”
