OptiMine Software

OptiMine Software operates as a specialized analytics firm providing cloud-based marketing measurement and optimization solutions. The company primarily serves brands and advertising agencies aiming to enhance the return on investment (ROI) from their advertising expenditures. Its client base spans various sectors, including retail, financial services, travel, and hospitality, with notable customers like Aflac and Citi Bank. The firm's business model is rooted in its software-as-a-service (SaaS) platform, which is offered alongside expert consulting services to ensure clients can translate analytical insights into improved marketing performance.

The company was founded in 2008 by Dr. Rob Cooley, whose doctoral research in web usage mining at the University of Minnesota laid the scientific groundwork for the company's analytics. Initially focused on high-scale programmatic bid optimization, OptiMine processed an average of one billion bids per day by 2010. A significant milestone occurred in 2014 with the launch of OptiMine Insight, its first agile cross-channel measurement solution. The company has secured multiple rounds of funding, including a Series A in 2011 and a Series B in 2011/2012, from venture capital firms such as Hummer Winblad Venture Partners and Calumet Venture Partners to accelerate product development and market expansion.

OptiMine's core offering is a suite of tools designed for agile marketing mix modeling (MMM) and attribution. A key differentiator is its privacy-centric approach; the platform functions without relying on cookies, personally identifiable information (PII), or cross-device identity data, collecting information instead from log files and aggregated data feeds from media providers. This methodology makes the solution adaptable to evolving privacy regulations. The platform uses econometric time series and regression algorithms to measure the performance of both digital and traditional marketing channels down to a granular, campaign-level detail. Its products, including 'Insight', 'Inspire', and 'Intent', allow marketers to measure cross-channel performance, run real-time scenarios to determine optimal spending levels, and strategically plan future budgets.

Keywords: marketing mix modeling, marketing attribution, ROI optimization, advertising analytics, SaaS, marketing measurement, ad spend optimization, cross-channel analytics, privacy-safe marketing, bid optimization, campaign analytics, marketing performance management, econometric modeling, retail media network analysis, lead conversion tracking, marketing budget allocation, paid search optimization, digital advertising measurement, customer acquisition analytics, financial services marketing