Tag Archives: marketing attribution

SAP Buys Attribution Software Company Abakus
December 15, 2016 Analytics , ,

Summary:

SAP announced the acquisition of Abakus, an attribution system that applies game theory to forecast scenarios that influence media buying and optimization. Abakus also uses split-funnel attribution, running its engine in both the upper part of the sales funnel and against lower-funnel activities. This methodology is meant to give advertisers a clearer view of which marketing activities drove customers toward a conversion.  Abakus will fold into SAP’s Hybris Marketing Cloud Suite.

Function:

Marketing Attribution, Metrics and Insights

From the Announcement:

“We made a very smart acquisition with Abakus software, which adds another piece to the jigsaw,” he said. The Abakus piece lets marketers account for their content as it’s consumed across devices and channels.

Link: https://adexchanger.com/ecommerce-2/sap-buys-attribution-software-company-abakus/

Abakus Company Profile on CabinetM

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Proof Delivers Business Impact Analytics for Marketing and Communications
December 9, 2016 Analytics, Customer Relationship Management , , ,

Summary:

Proof launches a software platform to accurately compute both marketing attribution and the true business impact of marketing and communications, including both time lag and the cause and effect of various activities over extended periods of time.  Proof works with a customer’s existing data – including financial, marketing automation, account-based marketing, CRM, advertising, web, social, communities, and influencer measurement – to gauge the impact of each part of the marketing mix on a range of tactical, operational, audience and business outcomes.

Function:

Business Analytics

From the Announcement:

“Proof makes it easy to crunch your marketing and sales data along with other inputs across the business to reveal what’s ‘moving the needles’ that everyone cares about, and how long it takes to move them,” said Proof founder and CEO Mark Stouse. “Proof helps business and marketing leaders evaluate the business impact of their marketing investment in a meaningful, data-driven way that requires no data science expertise.”

Link: http://www.businesswire.com/news/home/20161206005905/en/Proof-Delivers-Industry%E2%80%99s-Business-Impact-Analytics-Marketing

Visit the Proof Profile on CabinetM

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