Two Methodology-First MMM Vendors
Aryma Labs and Recast are two MMM vendors at the methodology-rigorous end of the market. Both run continuous Bayesian MMM with regular refits, integrate with incrementality testing, and expose methodology details to customer marketing science teams. They differ in product breadth, geographic emphasis, and customer profile.
Aryma Labs
Aryma Labs is a specialist MMM and causal inference firm with a broad product suite: ArymaEdge (MMM platform), MMMGPT (AI assistant for MMM), MMMDiagnose (model validation), DiDetective (causal geo-experimentation), AdstockITSA (campaign effects without controls), MMMSynapse (generative AI integration). Strong methodology depth, particularly in causal inference and synthetic control. Customer base includes major CPG, pharma, and enterprise brands globally.
Recast
Recast focuses on the core MMM offering with continuous Bayesian inference and weekly refits. The platform emphasizes methodology transparency and is designed for brands with internal marketing science teams that want to audit the model. Customer base is concentrated in DTC and mid-market through enterprise. Less breadth than Aryma but tighter focus on the core MMM use case.
Methodology Approaches
Both vendors run Bayesian MMM with sophisticated specifications. Aryma's approach is more breadth-oriented (MMM as one piece of a broader causal inference suite); Recast's is more depth-oriented (MMM as the core product with deep tooling). For most operating customers, the methodologies are comparable; the differences are in which auxiliary tools come bundled.
AI Search Integration
Both vendors accept AI visibility data as a custom channel input. Aryma has published more public commentary on AI search measurement and has dedicated MMM-for-AI-search positioning in some recent customer engagements; Recast handles AI search as one of many custom channels in the standard MMM flow. Either approach produces a functional AI variable in the model; the difference is mostly marketing emphasis.
Feature Comparison
| Dimension | Aryma Labs | Recast |
|---|---|---|
| Product breadth | Wide (MMM + causal inference suite) | Focused (core MMM) |
| MMM depth | High | High |
| Causal inference tools | Built in (DiDetective, AdstockITSA) | Workflow support |
| Methodology transparency | High | High |
| AI search positioning | Explicit | Standard custom channel |
| Best brand profile | Enterprise, CPG, pharma, global | DTC through enterprise, methodology-conscious |
| Geographic emphasis | Global with India strength | US-centric |
| Pricing tier | Enterprise | Mid to enterprise |
How to Choose
For brands wanting an integrated causal inference suite alongside MMM, especially with global operating footprint and India market relevance: Aryma Labs. For brands wanting a focused MMM partner with weekly refits and high methodology transparency, especially DTC and US-centric: Recast. Methodology quality is comparable; the choice is mostly about product breadth and geographic alignment.
How Presenc AI Helps
Presenc AI is vendor-neutral and integrates with both Aryma Labs and Recast. The AI visibility data layer is the same regardless of which vendor runs the MMM, which lets brands evaluate vendors on methodology, breadth, and geographic fit rather than on AI integration capability.