Last week, we launched our Marketing Intelligence Platform. One of the unique elements of our platform is its search capability. The capability lets marketers easily find activities and their performance metrics by typing in searches based on different criteria – messages, product, region, etc. – using terminology that is familiar to them. Results are then quickly returned, no matter where the activities were executed.
Our search capability insulates marketers from having to understand the underlying details of the systems and data they want to access, which we feel has constrained marketers from having timely access to performance data. This capability is particularly handy in this day and age of digital marketing, when activities are executed across a variety of channels and services.
The key innovation that drives our search capability is what we call the Marketing Graph. Similar to the notion of a “social graph,” which depicts the relationships among people, the Origami Logic Marketing Graph connects the relationships between marketing campaigns, activities, and performance metrics across different systems, making all data easily accessible from an intuitive search interface. This enables Origami Logic to shield marketers from the complexity and differences of disparate data sources so they can easily search for and interact with activities and metrics by using familiar terminology.
At a more detailed level, the Origami Logic Marketing Graph:
- Provides naming consistency across different marketing channels. The Origami Logic Marketing Graph takes similar data elements across different digital marketing channels and groups them together under a common term. For example, a Facebook “share” and a Twitter “retweet” both measure the same thing – the “amplification” of a social message. So rather than having to search for Facebook posts with a certain number of shares AND Twitter tweets with a certain number of retweets, with Origami Logic, a marketer just needs to search for social messages with a certain number of amplifications.
- Connects related entities. The Origami Logic Marketing Graph understands the relationships between entities and logically connects them. This enables marketers to easily access all information about a particular activity, without having to understand where the information actually resides. For example, most ad systems store creative information in one area and cost information in a different area so to perform a search that contains elements from both areas is not trivial. With Origami Logic, a marketer can easily do such a search.
We are excited about our search capability and the Marketing Graph and how they enable marketers to easily access all types of marketing data, no matter where the data comes from. Now, it will be easy to get answers to queries like these:
- Show the social messages we have published that include “World Cup” in the copy and have been amplified (i.e., shared) more than 500 times.
- Show the spend for all ads that contain “graduation” in the copy and have a click-through rate greater than 2%.
What are examples of searches you need to do? Let us know by adding a comment below.
Want to spend your time driving marketing performance, rather than gathering data?
Let us show you what we are up to.