OptiMine Software, a company known for its Marketing Mix Modelling (MMM) software, has been acquired by Uptempo, an enterprise marketing performance platform.

Uptempo's platform is designed to integrate budgeting, compliance, and real-time performance tracking. The aim is to maximise the impact of marketing investments. The addition of OptiMine's analytics is expected to provide marketing leaders with the tools to manage, measure, and optimise performance with greater precision. Financial terms were not disclosed.

OptiMine has been acknowledged as a Leader in the 2024 Gartner Magic Quadrant for Marketing Mix Modelling Solutions. This recognition highlights the company's standing in the field of marketing analytics.

Uptempo currently serves over 625,000 marketers across more than 350 enterprises. These include notable companies such as HubSpot, Cisco, Unilever, and Land O'Lakes. The integration of OptiMine's solutions is anticipated to assist marketers in maximising return on investment by optimising ad mix and spend across both digital and traditional media channels.

Matt Voda, CEO of OptiMine, commented on the acquisition: "Our mission has always been to deliver cutting-edge measurement solutions. We're thrilled about this partnership, which allows us to integrate our innovative, industry-leading analytics into a comprehensive marketing performance management platform, unlocking significant value for our clients."

Adrian Tuck, CEO of Uptempo, stated, "Marketing leaders today grapple with intricate challenges - harnessing vast data, adapting to AI advancements, meeting evolving consumer demands, and overcoming measurement and optimization obstacles. Our comprehensive Marketing Performance Platform empowers brands to tackle these complexities with data-driven insights that support the speed of innovation to ensure reliable growth.?We're excited to add OptiMine's MMM capabilities and analytics to our expanding solution," he stated.