ANA Partner Contribution: "Why Marketing Data (Not just Strategy) Holds the Key to Boosting ROI"
10/06/2025
In a new ANA partner article featured in ANA Magazine, OptiMine General Manager Matt Voda highlights a truth too many marketers overlook: data quality—not just strategy or creative—is the ultimate driver of Marketing Mix Modeling (MMM) success.
When data is incomplete or inconsistent, even the most sophisticated MMM effort can stall. Voda’s article follows a large healthcare insurance provider that transformed its marketing measurement over several years by rebuilding its data foundation from the ground up.
A Multi-Year Data Transformation
The brand began with a Proof of Concept using available data to generate quick insights, then moved into Full Production, expanding its models around core acquisition metrics. A Data Clean-Up phase standardized sources and filled major gaps—closing an 800-million-impression hole—and the final Continuous Improvement phase introduced more advanced analyses, including brand value and cross-funnel effects.
Throughout, the company focused on establishing the “right data” and the “right setup” for MMM:
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Complete, accurate channel data across online and offline media
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Consistent naming conventions and KPIs
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Custom analyses to understand how channels interact and drive conversions
The Results
The impact was clear:
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80% faster time from data submission to model delivery
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Up to 53% improvement in model accuracy (MAPE)
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Richer insights into creative, language, and channel performance
Voda’s piece drives home a crucial point—data quality isn’t a back-office task; it’s the foundation of better marketing ROI.
Read the full article here (After 10/30/2025 this article is only available to ANA members).
