New Mortar Tool Measures Uplift for One-Off Campaigns

Real-time marketing intelligence company Mortar AI has launched MMM Pulse, a new solution measuring the uplift provided for brands by specific campaigns, channels or experiments, with results in 'just a few weeks.'

Mortar is an independent, privacy-safe measurement platform that unifies marketing mix modelling (MMM), incrementality testing and digital tracking for clients in the retail, automotive and FMCG sectors. Users can connect data systems including CRM and ad platforms, model outcomes, and optimise and automate campaigns. The firm has recently moved James Zipeure into a Group CEO role, and appointed Paul Sigaloff in the new role of global Chief Customer Officer. Two months ago it opened its first international office, in Singapore, serving as a regional headquarters for Asia, describing it as 'the first step in a global expansion plan'.

MMM Pulse differs from Mortar's flagship always-on MMM product, as it focuses on more 'isolated' marketing activity, to reveal its true incremental impact. The tool measures complex, multi-channel campaigns through controlled experiments which the firm says uncover what is genuinely driving returns, without the 'heavy data demands and long timelines' of traditional modelling.

'Clients have been asking for this for years,' says Zipeure, '- a faster, more practical way to measure campaign-specific performance and uplift across real-world marketing activity. MMM Pulse delivers that. It gives teams a reliable way to generate meaningful insights heading into the new quarter and to back their decisions with causal proof, not platform-reported numbers.'

As marketing activity ramps up ahead of 2026 planning, MMM Pulse offers a fast, data-backed way for teams to test campaign performance and strengthen their investment decisions.

The firm is on the web at www.mortarai.com .