MMM

OptiMine + Uptempo are committed to continued investments in solution improvements, new capabilities and further innovations to increase ROI for enterprise marketers.

The acquisition of Nielsen’s Marketing Mix Modelling (MMM) business expands Circana's global footprint in marketing analytics while deepening its modelling and measurement capabilities.

The Media Plan Optimizer also expands connectivity, enabling enterprise brands to integrate in-house or third-party MMMs and output generated plans into internal BI and reporting systems.

Beyond measurement, OptiPhi automatically activates insights to optimise media spend.

TLDR: Marketing Mix Modelling (MMM) is a statistical analysis technique that lets marketers measure the impact of their marketing and advertising campaigns to determine how various elements contribute to their objection. The insights help optimise ad spends and allow marketing teams to refine their efforts based on various factors that contribute to conversion or engagement

The core of data-driven marketing is better characterisation of the individual. Google, Facebook and other platforms characterise users’ desires and match them to companies that can satisfy them. Users contribute to smart ecosystems, overlaid across devices and applications, and companies are analysing and capitalising on information quickly and in near real-time. It allows them to […]