Uptempo Boosts MMM Offer Following OptiMine Buy

In the US, marketing platform Uptempo has upgraded its MMM (Marketing Mix Modelling) offer with the launch of Uptempo Marketing Analytics, allowing marketers to measure the incremental revenue impact of their ad spend using the data they already have.

Uptempo's platform helps marketers plan, budget and prove their worth to the business. The new service is built on the OptiMine agile marketing measurement and optimization platform which Uptempo acquired last year. The firm says marketers without the budget for high cost, consulting-based MMM solutions have previously been forced to use unproven attribution models, but can now 'start making smarter investment decisions instead of waiting for data they may never have.'

Data available includes the incremental revenue contribution of every channel across digital and traditional media, and across any conversion point, according to the firm. Users can run what-if scenarios to compare budget allocations and saturation curves; and design, validate, and evaluate media experiments with a built-in, privacy-safe testing tool.

'Every marketing team is at a different point in their measurement journey,' states Jamie Glover (pictured), Head of Strategic Insights, 'and marketers deserve an approach that matches where they actually are today, so they can start driving performance regardless of where they are on the data infrastructure maturity curve.'

Web site: www.uptempo.com .