We are excited to be announcing the latest release of our Marketing Signal Measurement Platform. This release helps marketers make cross-channel campaign decisions in-flight and address data transparency concerns.
The latest enhancements to the platform and the foundational Marketing Graph™ provide category-leading capabilities to collect, refine and normalize marketing performance data across channels, brands and regions, allowing marketers to support thousands of data sources and to make campaign decisions in real-time. These enhancements include:
Marketing Graph – The Marketing Graph is an object model that underpins the Origami Logic platform. It dynamically defines the relationships between different marketing elements — campaigns, activities, assets, performance metrics, and is integral to how data is processed and organized so it can be presented to users in intuitive and meaningful ways. The latest release the platform includes these enhancements to the Marketing Graph:
- Support for user-defined data sources. Now, the Marketing Graph can be extended to include proprietary data sources that are used by an organization and are not already defined in the Marketing Graph. This is done through the definition of a new utility called OpenConnect (described below).
- Support for user-enhanced data sources. Organizations can add attributes to a data source that is supported in the Marketing Graph by using the new Object Decorator feature. For example, if an organization uses a social listening tool to determine the sentiment of Facebook comments on their Facebook page, this sentiment can be added as an attribute for Facebook social posts.
Unified Data Engine – The Unified Data Engine handles the processing of all data in the Origami Logic platform. It collects data from a variety of data sources; it refines, validates and cleans the data to ensure accuracy, consistency and completeness; and it organizes, segments and tags data in ways that are meaningful for a particular organization, user or use case. New features include:
- Origami Metrics – Origami Metrics are calculated metrics that combine data from a service. For example, Facebook Post Spend is an Origami Metric that returns the dollars spent promoting a particular Facebook post. Calculating this metric requires associating a Facebook post, whose details are accessed via one API in Facebook, with spend data, that is accessed in a different API. Other Origami Metrics include: Facebook Post Paid Metrics, Twitter Tweet Spend, Twitter Tweet Paid Metrics, and AdWords Eligible Impressions.
- New Data Collectors – New data sources supported include: Baidu, PHG (Performance Horizon Group), PointRoll, Spredfast, Salesforce Marketing Cloud (fka ExactTarget) and VK Connect.
- Enhanced Data Collectors – The Facebook and Instagram data collectors have been enhanced to support recent changes to their APIs, a reflection of the tighter relationship between the two services.
- Security Certifications and Privacy Compliance – Origami Logic’s data collectors are authorized using OAuth tokens. In addition, the Origami Logic platform is TRUSTe certified for privacy compliance and ISO/IEC 27001:2013 certified for information security.
- Performance Improvements – The Unified Data Engine has been significantly enhanced and re-architected to improve raw processing performance in two key areas: marketing signal processing, and UI rendering and response times. As an example of the scale the platform can handle, one of Origami Logic’s customers uses the solution to process tens of millions of marketing signals on a daily basis from thousands of different data sources across a variety of channels, including web analytics, social advertising and display advertising. Marketing performance metrics are then accessed by over thousands of users through a number of customized dashboards.
- Data Quality Monitoring – Behind the scenes, the Origami Logic platform is constantly processing signals to see if there are any anomalies in the data. For example, it is not uncommon for marketing service providers to restate their metrics, for various reasons. If the Origami Logic platform finds an anomaly, a visual flag is shown in all dashboard widgets that could be affected, warning users that the data they see may not be accurate.
InsightStudio – InsightStudio is an intuitive application that marketers use to monitor and analyze the performance of their marketing campaigns. InsightStudio provides a visual interface for users to define custom metrics, create beautiful dashboards, and search on all marketing activities. New features include:
- Dashboard Templates – Origami Logic provides dashboard templates, a collection of pre-configured widgets for particular use cases. Template are available for: Google Analytics, Social Paid Performance, Social Owned Performance, and other use cases.
- Dashboard Filters – Origami Logic users can filter the results of a dashboard by a particular dimension. For example, from a single dashboard, the VP of Marketing could look at worldwide results, while a Regional Marketing Director could look at the results just for their region. This feature greatly reduces the effort necessary to develop dashboards to address the needs of all users.
- New Search Results Visualization – Origami Logic’s innovative search capability allows marketers to perform a query on their marketing activities in a very intuitive manner. The search results can be returned in a tabular format, via Content Cards (see below) and now in a third manner — the Content Explorer. The Content Explorer lets marketers see the search results organized in a stacked bar chart format where activities are grouped by day. A user can then hover around the chart to see specific details of activities.
- Additional Channel Support for Content Cards – Origami Logic Content Cards are one of the visualization options for marketers to see the results of a search they perform on their marketing activities. Content Cards show the creative of a marketing activity and their performance metrics in a visually appealing format. Until now, Content Cards supported just social activities. They now also support other types of activities, including display advertising.
Open Architecture – The Origami Logic platform features an extensible, open architecture that supports the import and export of data through the following utilities:
- OpenConnect – Marketing signals or other types of data can be imported into Origami Logic from non-API based sources, like .csv files.
- OpenExport – Data collected and calculated by Origami Logic can be exported to other systems. A popular use of this utility is the export of data to a data lake that is used to collect data from all of the different functional areas within a company.
Administration – Origami Logic offers extensive capabilities to address the administration needs of the world’s largest advertisers. These are companies with scores of marketers that are managing large numbers of brands and are spending significant amounts of money on campaigns around the world. New capabilities include:
- Group-based Access Control – Organizations can define groups of users with specific access rights. Any individual in a group then automatically inherits the access rights of the group.
- Change/Audit Logs – Administrators can access log reports that provide the change history of a particular metric. This is particularly useful for custom metrics that are defined with a formula and that may go through changes over time.
- Metric Inventory – Administrators can generate a report that lists all of the metrics their organization uses.
To learn more about the Marketing Graph™, save your seat for our webinar.