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Uplevel with Uptempo: Marketing Mix Modeling Webinar Series

Modern Marketing Measurement, Explained

Marketing leaders are expected to prove impact—fast.

Marketing mix modeling (MMM) provides a clearer, more complete view of performance across channels, helping teams measure what’s working and optimize investment with confidence.

This webinar series brings together insights from OptiMine—recognized by both Forrester and Gartner—along with real-world examples to help you understand how modern MMM works, what to look for, and how leading organizations are improving marketing ROI.

Who is this for?

Marketing leaders, performance marketers, and marketing analytics teams focused on proving ROI, optimizing investment, and improving marketing performance.

Access the recordings

Submit your work email to access all current recordings and receive future sessions as they become available.

Proving the Power of Faster MMM: New Research & Real-World Brand Stories

Presenters Matt Voda, Kelli Brady & Paul Donato

In this 50-minute session, Matt Voda and Kelli Brady share new research on model refresh cadence—and why it directly impacts marketing decision quality. As marketing environments change quickly, outdated models can lead to misinformed decisions and missed opportunities.

What you’ll learn:

Why MMM accuracy declines over time—and how quickly it happens
The impact of slow refresh cycles on measurement reliability
How more frequent updates improve alignment and marketing execution
Practical steps to move toward more agile, decision-ready MMM

The result: more reliable insights, faster decisions, and greater confidence in your marketing investments.

How JCPenney is Transforming their Marketing with Advanced Analytics

Presenters Jamie Glover & Bill Cunningham

In this session, leaders from JCPenney and OptiMine share how advanced analytics is transforming marketing decision-making—connecting performance insights to real business outcomes. As consumer behavior and channel dynamics evolve, having a clear, data-driven view of performance is critical to staying competitive.

What you’ll learn:

How JCPenney uses analytics to inform smarter marketing decisions
How to adapt to changing consumer behavior with a data-driven approach
How analytics can improve cross-channel visibility and performance
Perspectives on the future of marketing measurement

The result: stronger alignment between marketing strategy and business outcomes—and more confident investment decisions.

The Importance of Incrementality in Retail Media Measurement

Presenters Matt Voda & Jaiah Kamara

Retail media is one of the fastest-growing advertising channels—but measuring its true impact remains a challenge. In this conference presentation, Matt Voda (OptiMine) and Jaiah Kamara (Best Buy) share a joint perspective on why incrementality is essential for understanding real performance and avoiding over-attribution.

What you’ll learn:

How to measure true incremental impact in retail media
Why traditional attribution approaches often overstate performance
Key considerations for designing effective incrementality experiments
How advanced measurement improves marketing investment decisions

The result: a clearer understanding of what’s actually driving performance—and how to allocate spend with confidence.

Overcoming Last-Click Addiction: Strategies for Holistic Marketing Success

Presenters Kelli Brady, Karen Bellin & Paul Donato

Last-click attribution has long been the default—but it often provides an incomplete and misleading view of marketing performance. In this session, experts from OptiMine, NP Digital, and the Advertising Research Foundation (ARF) outline a more complete, modern approach to measurement.

What you’ll learn:

Why last-click attribution falls short for today’s marketing landscape
A practical framework for moving toward more holistic measurement
How to align measurement approaches with the right business questions
Real-world examples and strategies to guide your next steps

The result: a more accurate understanding of performance—and better decisions about where to invest.

Have a topic idea or feedback for the series?
Contact us at webinars@uptempo.io