MassTer is an AI-first, Always-ON Analytics platform for Marketing Mix Modeling (MMM). It connects marketing investment to business results through measurement that recalibrates as new data lands, rather than to a project calendar. Maia, the Marketing Mix Modeling intelligence agent, sits on top of the platform and operates it end to end. Maia builds and refreshes models as new data arrives, diagnoses performance, activates recommendations to the platforms where you invest, and learns from every result so the next one is sharper. Three components sit beneath Maia. MassTer PACE runs Always-ON measurement, taking data from ingestion through modelling to reporting without manual wrangling. MassTer Studio is the modelling environment, where analysts build and validate models without coding, using hierarchical, log-linear and Bayesian methods. MassTer Mind is the budget optimizer: set an objective, a total budget, a date range and channel-level guardrails, and get a channel-level allocation grounded in your own model results. The Academy is the foundation layer. It is how teams build the in-house expertise to run the platform themselves, along the Walk, Run, Fly pathway from fully managed to fully autonomous. Teams use MassTer to identify what is driving sales, measure marketing return by channel, run what-if scenarios and reallocate budget within the constraints the business actually has. Model results are explainable rather than black-box, so an analyst can show how any number was reached. MassTer connects to over 150 data sources, including ad platforms, CRM systems, sales data and third-party measurement tools. It can be deployed on Snowflake or made available on AWS. MASS Analytics was founded in 2016 and is headquartered in the UK, operating from London, Dubai, Tunis and New York. Fortune 500 companies across 23 countries use the platform.