Case Study: X Lab achieves 50× faster model delivery with CodeWeaver's Phoenix platform

X Lab cuts model delivery time 50× with codeweaver

X Lab, a marketing data science company, had a proven marketing mix modeling methodology but faced a severe growth ceiling. Their process was manual, taking 250-400 hours and 3 months to deliver a single model, and training a new analyst took 12 months. They needed to turn their methodology into software to scale and partnered with codeweaver to build an automated platform called Phoenix.

codeweaver worked with X Lab to develop the Phoenix platform over a six-month engagement. The solution automated the core MMM workflow, featuring an intelligent variable selection engine and a guided modeling process. The results were transformative: model delivery became 50 times faster, model refreshes occurred monthly instead of every 2-3 years, and analyst training time was reduced by 83%. This allowed X Lab to shift from a project-based service to a scalable, recurring revenue platform business.

X Lab