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Primer Series: The Marketing Attribution Ladder

While the marketing ecosystem continues to evolve at a dramatic pace, the crux of every business remains unchanged. That is, to improve satisfaction across the customer journey. The art and science of Marketing Attribution exemplifies this objective. Read the full blog here.Subscribe to our Infographics and Primer Series to get familiar with the latest in Marketing, Sales and Customer Support. Write to us at news@martechseries-67ee47.ingress-bonde.easywp.com to share your insights.

CallRail’s 2018 Marked by Innovation, Growth, Sustained Leadership in Marketing Attribution Technology

Atlanta-Based Marketing Technology Company Celebrates Significant Growth, Recognition Amid Active 2018 Filled with Key Feature, Integration Releases and First-To-Market CPL Reporting Solution Call tracking and analytics provider, CallRail, announced that over 100,000 businesses are using its platform to better understand marketing ROI, nodding to the company’s significant revenue growth and internal company expansion in 2018. CallRail has proven its commitment to customer-centered innovation, giving the businesses it works…

‘Tis the Season for Marketing Attribution: Measurement Is the Key to Campaign Optimization in the New Year

The path to purchase for consumers has shifted drastically over time. Unlike 10 years ago when people headed into a store to physically examine a product before purchase, most individuals research products online — oftentimes across a multitude of devices. But that’s just the beginning of the process. It may be days and weeks before an actual purchase takes place. There might be additional research — this time it could be on a different mobile device, desktop or even an in-store visit. People engage with brands across…

S4M Drives Home $12 Million Series B Funding to Further Refine Marketing Attribution Models

S4M to Capitalize New Series B Funding to Close the Offline and Online Advertising Divide S4M, a global AdTech MarTech company specializing in drive-to-store campaigns, has announced that it has raised $12 Million in a Series B round from Sofiouest with participation from existing investors Bpifrance and Entrepreneur Venture. Series B Funding Likely to Bridge Online and Offline Investments by Delivering Real-World Metrics E-commerce remains a critical channel for brands and retailers to generate sales. However, 90% of…

LeanData Marketing Attribution Capabilities Empower Customers to Optimize ROI Growth

High-Growth Companies Use LeanData's Marketing Attribution Solution to Accelerate Time to Revenue and Optimize Marketing ROI LeanData, a leader in Lead-to-Account Matching, Routing and Marketing Attribution, announced a significant product milestone in the company’s history. Today, more than 70 high-growth brands have implemented LeanData’s Marketing Attribution to accelerate time to revenue and optimize ROI growth. Read More: The New Marketing: Don’t Be Afraid to Catch Feels LeanData has also unveiled a suite of…

Marketo Acquires Bizible for Refined Marketing Attributions and Accurate ROIs

Bizible's Acquisition by Marketo Enables Marketers to Make Smarter Investments and Achieve Better Marketing ROIs The space of engagement platforms and B2B marketing performance management will not be the same again. MarTech RADAR 150 company, Marketo has announced its biggest acquisition in history. The engagement platform provider has bought Bizible, a company that offers software for managing marketing performance. Read More: MarTech RADAR 2018: Top 150 B2B Technology Companies You Should Follow With the…

New AdRoll Research Finds 81 Percent of Organizations Use Marketing Attribution

Global Adoption Of Marketing Attribution Has Increased Even As A Majority Of Businesses Still Struggle To Act On Insights, According To A Survey By Econsultancy AdRoll, the performance marketing platform, has published its 2017 State of Marketing Attribution report in partnership with Econsultancy. Based on a survey of nearly 1,000 brand marketers and agencies across North America, Europe, Japan and Asia-Pacific, the report provides detailed insight into a marketer’s perspective on the changing dynamics of attribution.…

Everything You Wanted to Know About Marketing Attribution

“The best marketing doesn't feel like marketing.”  - Tom Fishburne, Chief Marketoonist While the marketing ecosystem continues to evolve at a dramatic pace, the crux of every business remains unchanged. That is, to improve satisfaction across the customer journey. The art and science of Marketing Attribution exemplifies this objective. With customer analytics coming from multiple channels across multiple devices, finding the exact impact of each interaction on your objectives is tricky. However, getting marketing…

SproutLoud Announces First End-to-End Call Tracking Attribution Software for Distributed Marketing

SproutLoud, a leading Distributed Marketing platform, announced that end-to-end call tracking attribution with artificial-intelligence-optimized speech recognition and call scoring are now available, for the first time, to companies that use a distributed marketing strategy, selling their products through vast networks of resellers. "While this technology has been available at the enterprise level, it hasn't been available in a distributed marketing environment — until now," said SproutLoud President Gary Ritkes. "At the…

AppsFlyer Raises $210 Million, Positioning Attribution at the Core of the Marketing Tech Stack

Global Growth Investor General Atlantic Leads Series D Round AppsFlyer, the global attribution leader, announced a $210 million Series D funding round led by General Atlantic, a leading global growth equity firm based in New York. Alex Crisses, Managing Director at General Atlantic, and Anton Levy, Co-President and Global Head of Technology, have joined AppsFlyer’s Board of Directors. “We are excited to partner with a company that has an experienced team and a culture focused on the customer,” said Alex Crisses,…

Ipsos MMA Announces the Next Generation of Multi-Touch Attribution by Releasing Version 2.0 of the Activate Unified Marketing Planning…

Marketing Management Analytics, (Ipsos MMA), an Ipsos Company, and a leader in helping companies understand and optimize the value of their marketing, sales, operations, product, pricing and promotion investments, announced that through a 24-month partnership and collaboration with leading advertisers, have successfully addressed one of the largest marketing measurement challenges in the industry with the launch of version 2.0 of the Activate Unified Marketing Planning Platform, a marketing attribution, optimization and…

TapClicks Raises $10 Million to Advance Predictive Analytics and Attribution In Marketing Operations Platform

Boathouse Capital Provides Funding for Acquisitions, Growth, Artificial Intelligence and Machine Learning Integrations TapClicks, the global leader in marketing intelligence, analytics, reporting, workflow and orders management, announced it has raised $10 million in equity funding from Boathouse Capital, a private equity firm with over $350 million under management. TapClicks will utilize the funding for acquisitions and growth, as well as integrating predictive analytics and modeling capabilities and advanced attribution…

Pernix Launches Attribution Application Solution to Brings Full Transparency to Performance Marketing Programs

New Proprietary Technology Addresses Industry Need for True Attribution Pernix, a digital marketing attribution application solution that guarantees advertisers complete control over performance marketing attribution logic, launched. Built to put customers at the heart of a revitalized partnership marketing approach, Pernix fuses attribution and analytical data with program tracking to make authentic, trackable program performance a reality. Pernix disrupts misaligned attribution models and tracking to enable a more…

Marketing Mix Modeling and Multi-Touch Attribution: Why a Multi-Model Approach is a Marketer’s Measurement Dream

Marketing departments are no longer measured by the leads they generate, but by providing proof of ROI for every campaign they run. This makes the need for accurate measurement increasingly important. Yet traditional marketing measurement approaches such as last touch are unreliable and imprecise, and often lead marketers to make the wrong decisions when it comes to budget allocation. There are, however, two distinctly different measurement methods that offer marketers advanced ways to identify the channels, campaigns,…

Engagio Launches First Engagement-Based Attribution Capability for Measuring Both Marketing and Sales Impact

New Dash Feature Goes Beyond Other Account Based Attribution Tools and Improves How Teams Collaborate on Account Based Marketing (ABM) Engagio, a leading provider of account-based software and solutions, announced Engagement Minute Attribution for Dash, the company’s account based attribution solution. Dash is now the first attribution offering that analyzes the impact of both marketing and sales activity together. Other solutions only track the impact of marketing campaigns and ignore sales and SDR efforts, as well as…

Mobile Marketing Association Germany Publishes Checklists for Multi-Touch Attribution

In light of complex customer journeys, Multi-Touch Attribution (MTA) has become the holy grail for marketers. According to a recent study, 44% of advertisers still assign the entire conversion credit to the last interaction, often for lack of a better alternative. To help marketers embrace Multi-Touch Attribution, the Mobile Marketing Association Germany has created checklists focussing on key features and implementation. Multi-touch attribution (MTA) enables marketers to track customer journeys across channels and…

Branch Acquires TUNE’s Attribution Analytics in Landmark Mobile Marketing Acquisition

Branch, the fastest growing cross-platform solution for links and measurement, is acquiring TUNE's Attribution Analytics platform and team. The acquisition will combine Branch's cross-platform deep linking and measurement with TUNE's mobile attribution expertise to form the industry's leading marketing and measurement platform. "This is an exciting outcome for the team at TUNE. I am proud of the attribution platform and team we built to serve mobile marketers, and I believe that Branch is the absolute best partner to…

MarketForce Inc. Signs Agreement to Become Exclusive European Reseller of LeadsRx Attribution Platform

MarketForce Inc., a global digital marketing agency focused on ecommerce, and LeadsRx, a global marketing attribution company, have officially entered into a relationship to expand attribution services in Europe. With this new partnership MarketForce will be the exclusive vendor to offer LeadsRx multi-touch attribution to organizations across Europe. The LeadsRx attribution platform combined with MarketForce’s marketing expertise enables brands to elevate marketing performance with the insights, technology and confidence…

AppsFlyer Strengthens Vodacom’s Mobile Marketing with Enhanced Analytics

Global mobile marketing leader launches in Africa as mobile connectivity soars across continent AppsFlyer, the global attribution leader, confirms its move into the African mobile marketing space, with the announcement of a contract with Vodacom. With over 900 employees in 18 cities around the world, the move sees AppsFlyer strengthen its global reach by commencing operations on the continent, starting in South Africa, Nigeria and Kenya (working with Safaricom). Working with some of the world’s leading brands, including…

Tapad and Reveal Mobile Partner to Launch New Audience and Attribution Capabilities for Ad Buyers

Cross-Device Matching and Pixel-Based Foot Traffic Attribution Reporting Empower Digital Marketers with Greater Control of Location-Based Campaigns Tapad, a global leader in digital identity resolution, and Reveal Mobile, a leader in location-based marketing,  announced a collaboration that combines Tapad's digital cross-device matching technology and pixel-based attribution features with Reveal Mobile’s VISIT Local, the software that hundreds of digital agencies and brands use for location-based analytics. The partnership…