What Arima does

Arima is a Toronto-based, private marketing intelligence SaaS company founded in 2019 by Winston Li, a former data science lead at PwC Canada and Omnicom Media Group. The platform combines self-directed Marketing Mix Modeling (MMM), Persona Builder, Cross-Media Planner, Location Intelligence, and InstaPoll into a single suite, all built on a proprietary synthetic population dataset called Synthetic Society™. The Synthetic Society is generated via Arima's proprietary SynC algorithm, which stitches together nine or more trusted third-party data sources to produce privacy-safe synthetic profiles covering 260M+ individuals in the U.S. and 32M+ in Canada, each with 50,000+ demographic, behavioral, and attitudinal attributes.

The underlying technology stack uses Bayesian regression for MMM, an optimization engine for budget allocation and media synergy analysis, and a "Large Population Model" for attribute completion analogous to large-language-model text completion. The platform is sold primarily as a subscription with unlimited models and seats, positioned against traditional $200K+ MMM engagements, and is delivered through a hybrid motion combining direct enterprise sales (field/inside) with self-serve account creation on app.arimadata.com.

Arima serves both brands (Coca-Cola, Unilever, Bayer, Danone, Subway, Lexus, RBC, Questrade, Rogers, CBC) and agencies/media companies (Glassroom, New Engen, Pattison Outdoor, Statflo, Glassdoor) across at least eight verticals including CPG, QSR, financial services, telecom, automotive, media, and professional services, with 50+ disclosed customers and 5,000+ models reportedly optimized. Revenue is generated through recurring SaaS subscriptions (monthly or annual) plus optional professional services for onboarding and consulting; pricing is quote-based and not publicly disclosed. Recent strategic moves in 2025 include the addition of a U.S. CRO (Tom Butler) and Managing Director (T.S. Kelly), recognition by Gartner as an Emerging Tech Innovator in Hyper-Synthetic Data, HBR feature coverage, and the spin-out of Synthetic Society as a standalone data venture at synthetic-society.com.

Name

Arima

Legal name

Arima, Inc.

Website

https://arimadata.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Arima is a Toronto-based SaaS company that provides a self-directed marketing intelligence platform — combining Marketing Mix Modeling, persona, planning, location, and survey tools — built on a proprietary synthetic population dataset, sold via subscription to brands and agencies.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Software Publishers (513210), Advertising Agencies (54181), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)

akta.pro secondary industries

Marketing Automation Platforms & Services (BPAFAFAC), Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ)

Keywords

• Marketing mix modeling
• Synthetic consumer data
• Media planning analytics
• Audience intelligence platform
• Marketing attribution software

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription SaaS: Arima operates on a subscription-based SaaS model. The platform is billed on recurring monthly or annual subscription cycles. Pricing includes unlimited models and seats for MMM capabilities. The subscription model eliminates per-model costs that traditional MMM projects incur (traditional MMM projects can cost upwards of $200K).
2. Professional Services: Expert guidance and implementation support from the Arima team at every step for smooth implementation. This may include onboarding, training, and consulting services bundled with the subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Arima sells a subscription-based marketing intelligence SaaS platform that combines Marketing Mix Modeling (MMM), consumer persona building, cross-media planning, location intelligence, and rapid polling on top of its proprietary Synthetic Society™ synthetic population dataset. The platform is built for brands and agencies to optimize marketing budget allocation, prove channel ROI, and plan campaigns without requiring data science expertise, offering unlimited model runs and seats.

Product overview

Arima is a marketing intelligence SaaS platform composed of six integrated modules built on a proprietary Synthetic Society data foundation. The core offering includes Marketing Mix Modeling (MMM) for budget optimization and ROI measurement; Persona Builder for audience segmentation; Cross-Media Planner for channel strategy; Location Intelligence for geographic targeting; InstaPoll for rapid consumer research; and the Synthetic Society itself as the underlying data platform. All tools share the same privacy-safe synthetic population dataset (260M+ US individuals, 32M+ Canada), enabling unified insights from planning through measurement. The platform is designed for self-directed use by brands and agencies without requiring data science expertise, offering unlimited model runs on a subscription basis.

Differentiator

Problem solved

Functional benefit

Brands

• Synthetic Society™: A privacy-safe synthetic population dataset that reflects how people think, behave, and engage, covering 260M individuals aged 18+ across the US and Canada.

Products and services

• Marketing Mix Modeling (MMM) Subscription-based, self-directed Marketing Mix Modeling platform that quantifies the relationship between marketing spend and business outcomes such as sales and ROAS. Uses Bayesian regression to optimize budget allocation across channels, perform sales forecasting, and identify media synergies with unlimited model runs and seats. Targeted at brands and agencies without in-house data science expertise.
• Persona Builder Consumer intelligence tool that builds audience personas using Arima's Synthetic Society data. Provides insights into demographics, behaviors, psychographics, and media habits across 40+ online and offline channels, with benchmarking against national averages. Used by brands and agencies for audience segmentation and targeting.
• Cross-Media Planner Automated media planning tool that calculates optimal media mix for maximum reach and efficiency. Integrates with MMM outputs to forecast media impact, build self-adjusting plans tailored to campaign goals (reach, awareness, cost efficiency), and analyze marketing data alongside external factors like inflation and competition.
• Location Intelligence Geographic and mobility-based consumer data tool providing audience activity insights at hyper-local levels. US data at ZIP Code and Census Block Group granularity; Canada data at FSA, Federal Electoral District, and Postal Code levels. Tracks foot traffic, movement patterns, and competitor audience overlap for hyper-local campaign planning.
• InstaPoll

Quantifiable outcome

• 91% faster time-to-insight for media planning workflows
• +13 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ANA (Association of National Advertisers)coreStrategic or Co-development PartnerActive industry partnership with ANA. Arima featured in ANA publications on synthetic data and MMM accountability. TS Kelly and Chris Williams co-authored ANA articles on marketing measurement.
• WFA (World Federation of Advertisers)coreStrategic or Co-development PartnerIndustry association membership showing commitment to global advertising standards and best practices in marketing measurement.
• 4As (American Association of Advertising Agencies)coreStrategic or Co-development PartnerMembership in 4As demonstrates alignment with agency industry standards and thought leadership positioning.
• ARF (Advertising Research Foundation)coreStrategic or Co-development PartnerPartnership with ARF indicates involvement in advertising research methodology development and standards.
• CIMM (Consumer Intelligence and Measurement)minorStrategic or Co-development PartnerConsumer intelligence industry consortium involvement.
• Indie (Independent Agencies)minorStrategic or Co-development PartnerPartnership with independent agency network.
• SOC (Society of Origin)minorStrategic or Co-development PartnerIndustry association partnership.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Analytic Partners: Analytic Partners is a long-standing MMM and commercial-analytics firm serving large brands and agencies. It is the closest direct competitor to Arima's MMM offering, operating in the same ROI-measurement category with overlapping buyer personas (CMOs, marketing-analytics leads) and similar Bayesian regression methodology.
• Marketing Evolution: Marketing Evolution provides MMM and person-level outcome-based marketing measurement for brands and agencies. It is a direct MMM-platform peer with similar methodology (regression-based attribution) and overlapping buyer base in enterprise marketing-analytics teams.

Emerging players

• Northbeam: Northbeam is a multi-touch attribution and marketing-analytics platform for ecommerce and DTC brands. It competes with Arima's MMM and planning modules for marketing-budget allocation decisions, particularly among digitally native brands.
• Adelaide: Adelaide provides attention-based media-quality measurement used in planning and buying workflows. It is an emerging player in the media-measurement space, overlapping with Arima's Cross-Media Planner and audience-effectiveness value proposition for agencies and brand buyers.
• Triple Whale: Triple Whale is a fast-growing DTC/ecommerce marketing-analytics platform providing MMM-style attribution and spend optimization. While more verticalized in ecommerce, it competes for the same SMB marketing-budget owner and overlaps with Arima's MMM and budget-optimization capabilities.
• Mutinex: Mutinex is a venture-backed MMM SaaS platform offering self-service marketing-mix modeling and budget optimization for brands. It targets the same SMB-to-mid-market segment as Arima and competes head-to-head on accessible, subscription-based MMM with similar value propositions.
• Amplified Intelligence: Amplified Intelligence is an attention-measurement and media-analytics company offering planning and effectiveness tools for media buyers. It competes with Arima's Cross-Media Planner and Persona Builder modules in the media-planning workflow.

Broad incumbents

• LiveRamp: LiveRamp is a data-connectivity and audience-platform incumbent that supports identity resolution and measurement infrastructure. While broader than MMM, it competes with the data-layer capabilities of Arima's Synthetic Society and is a frequent ecosystem partner/adversary for marketing-measurement platforms.
• Kantar: Kantar is a major marketing and media analytics incumbent with established MMM and brand-tracking services. It overlaps directly with Arima's MMM and audience-insight products, particularly for global brand measurement, and is a frequent incumbent in Arima's competitive deals.
• Nielsen (NielsenIQ / Nielsen Media): Nielsen is a global measurement incumbent offering media-mix modeling, audience measurement, and panel-based data. It competes with Arima on MMM at large CPG/enterprise accounts and represents the legacy vendor that Arima is positioning against on price and modernization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@arimadata
• Xx.com/arimadata
• LinkedInlinkedin.com/company/arimadata

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Arima