Empowers View-Through Attribution for Organic and Paid B2B Social Campaigns

Channel99, the first AI-powered decision engine for B2B marketers, has joined the LinkedIn Marketing Partner Program for B2B Attribution & Analytics, bringing new attribution technology to LinkedIn paid and organic social channels. Previously hidden in the “Direct” channel of users’ web analytics system, “clickless” engagement originating from organic and paid programs can now be properly allocated to LinkedIn campaigns.  Early customer results show 2-4x more engagement attributed to social with the new integration to LinkedIn’s Company Intelligence API.  As a result, campaign ROI for LinkedIn investments can be more accurately measured, tied directly to pipeline influence, and easily compared to other marketing channels through an unbiased lens.

Existing Channel99 customers can leverage the integration by logging in to their account and connecting to LinkedIn through Single Sign-On (SSO).  Within minutes, customers can start experiencing more comprehensive attribution for organic and paid programs.  “The integration between LinkedIn and Channel99 is exposing the true campaign ROI of our social marketing.  As a result, we plan to shift budget from other channels to LinkedIn,” said Nick Panayi, chief marketing officer of Inovalon.

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Historically, B2B marketing attribution has primarily focused on click-through data,  ignoring view-through attribution — which happens when someone sees an ad, social post, or content and later visits the advertiser’s website directly.  With Channel99’s robust view-through attribution technology across display, ABM, email, and now LinkedIn paid and organic social, marketers can trust their campaign ROI and easily compare pipeline impact across channels.

“The ability to measure view-through is one of the most promising advancements today for tracking attribution, capable of boosting  ROI metrics by up to 400%,” said Chris Golec, Founder & CEO of Channel99 and previous Founder & CEO of Demandbase.  “The bottom line is that if marketers do not consider or solve for view-through attribution, they will continue to make ill-informed decisions on where to invest in the future and likely miss pipeline goals.”

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