Upbuild
Strategy
Data and analytics strategy, cloud data architecture, automation and customer experience, for businesses that plan ahead rather than react.
The company behind Upbuild
Uptimal. Where engineering meets marketing.
Uptimal is the marketing data and analytics consultancy that built Upbuild. From Barcelona, Dubai and London, its team designs the measurement, the data pipelines, the media models and the AI agents behind some of the most demanding marketing teams in the world, and stays with them as a partner, not a project.
- Strategy
- Data and analytics
- Martech
- Media
- Agentic AI
Clients Uptimal works with, all around the world
What Uptimal does
Five practices, one team.
Strategy, data, martech, media and agentic AI, delivered by people who build the systems and then run them with the client. Upbuild is what that work looks like when it becomes a product.
Data
Web and app measurement, data engineering, visualisation and insights, data quality and governance, advanced analytics and customer activation.
Martech
Tag management, analytics platforms, customer data platforms, CRM, conversion rate optimisation and personalisation, deployed and maintained.
Media
Media bidding due diligence, campaign scoring against best practice, true CPA and conversion deduplication, and marketing mix modelling.
Agentic AI
Custom MCP development, agentic workflows and media operations, agent-ready web and measurement, and conversational analytics on your warehouse.
Upbuild
A decade of client work, productised: dashboards, insights, exports and alerts by prompting, with the governance those clients ask for built in. The Upbuild platform
Kerzner International · Luxury hospitality
Marketing mix modelling for smarter media spend.
Kerzner's marketing team had no reliable way to measure how media spend turned into revenue across 11 markets. Attribution relied on last-click metrics that could not separate the revenue media drove from the demand the brand would have earned anyway. Uptimal built a Bayesian marketing mix model on Google's Meridian framework, one model per market cluster, trained on Vertex AI and fed with new data on every run, so every channel's incremental return is measured and budget can be moved with confidence.
0.94Geo-level model fit, 0.85 at national level
3.7xHighest channel return, $3.66 of revenue per dollar spent
11Markets modelled through one automated pipeline
Mars Pet Nutrition · FMCG
One view of digital media for a global organisation.
Mars Pet Nutrition could not see its digital media performance in one place: the data sat across geographies, internal teams and agency partners, and the legacy dashboard could not show it in real time. Uptimal aligned the business-critical KPIs and benchmarks with the internal teams, built the data integration, designed the dashboards in sprints with the people who would use them, and trained the stakeholders to read and act on them.
700+Ad accounts integrated into one view
$11.5MOf non-optimised media spend identified
300+Stakeholders using the dashboards
Mango · Fashion retail
A web and app tracking audit that assumed nothing.
After several technology migrations and a move to server-side tagging, Mango saw discrepancies across its Google environments and found it hard to compare performance from the media platforms' point of view. Uptimal audited the whole web and app ecosystem end to end, from the middleware queue and client and server-side tag management to consent mode and media SDKs, catalogued every issue by severity and owner, and handed over a roadmap the team could follow.
140Tracking issues identified and prioritised
100%Proposed alignment of signals across web and app
P0 to P3Every finding with a severity and an owner
Why Upbuild comes from a consultancy
Built from the work, not from a pitch deck.
Every part of Upbuild started as a job Uptimal did for a client by hand: dashboards for a global FMCG group, alerts for agencies with many accounts, exports into a client's warehouse, models on top of media data. Upbuild is that work made repeatable, with the governance those clients ask for built in.
100+Projects delivered, from tracking audits to marketing mix models
6+Years serving clients, from Barcelona, Dubai and London
30+Clients served, from global groups to fast-growing brands
10+Countries where those clients are served
The Uptimal way
Partnerships, not projects.
Three things the team lives by, on uptimal.com and in every Upbuild organisation it looks after.
Data into direction, technology into impact
Solutions that are bold, efficient and built around people, so every project feels like a team win and actually delivers results.
Side by side with the client
Long-term relationships built on trust, clarity and shared wins. When the client's business grows, so does Uptimal's.
Work hard, play harder
A team that laughs, challenges, celebrates and levels up together, from intense brainstorms to epic team games.