Marketing dashboards. They are an important application that organizations use to monitor the performance of their marketing efforts and we have built many of them with our customers on our marketing performance measurement platform. Yet, our customers have made it clear that while dashboards are great for certain types of users and use cases, many marketers don’t have the time to monitor dashboards continuously. Marketers need other ways to get marketing insights so they can make decisions that will improve the performance of their campaigns. They want data and insights to come to them in a timely, relevant and personalized way, rather than being forced to go to the data and discover the insights themselves.
Hearing this feedback reminded me of the days when we founded Origami Logic a few years ago. Our initial vision was to apply advanced technologies, such as artificial intelligence (AI), to marketing data in order to accelerate time-to-insight and value for marketers. But as we started down that path, we soon realized there was one little problem…most organizations did not have all of their marketing data in one place, neither at the breadth, depth and timeliness nor at the level of quality needed for any machine learning algorithm to produce useful insights So we decided to take a step back and initially focus on solving the fundamental problem of getting an organization’s marketing data in order. This led us to invent the Origami Marketing Graph, the powerful and flexible data model that powers our Unified Data Engine, and develop the marketing data collection, harmonization and organization capabilities we offer today.
Having this foundation in place, we have been able to resume our journey down the path of marketing insight automation and over the past few months, we have developed a number of innovative capabilities to offer more effective ways of delivering insights to a broad set of marketers, beyond the dashboard.
Today, we are announcing the Spring 2017 release of our marketing performance measurement platform. The release introduces a new mobile app that features Origami Stories, notifications that leverage AI to automate the generation and delivery of key performance indicators and marketing insights directly to marketers, in real time. The new release also includes Origami Workbench, a scripting environment that enables data analysts to conduct advanced analytics by enriching and transforming their data, and a number of new data integrations.
With the Spring 2017 release, we are changing the measurement game for marketers. From proactively delivering marketing insights to the extended marketing team via Stories, to providing direct access to raw data for those who need deeper levels of understanding, the Origami Logic marketing performance measurement platform now pushes insights across a complex set of marketing activations beyond the dashboard.
Here are details on the key additions in our Spring 2017 release…
Automated Marketing Insights and Origami Stories
Our new mobile app delivers proactive notifications, called Origami Stories, that automatically surface information, observations and insights on marketing performance issues so marketers can quickly take action to optimize the performance of campaigns. Each Story comes with detailed, supporting information and can be easily shared.
Some Stories are user configurable. For example, a user can specify a threshold for a metric that is related to a campaign asset, such as a website, an ad, a video, a social message, etc. The Origami Logic platform then tracks this metric for every instance of the asset type and a notification is sent when the threshold is exceeded, like “Some of your AdWords ads have exceeded a CPM of $1.30.”
Other Stories are automatically and intelligently generated by the Origami Logic platform. For example, an anomaly for a particular metric can be detected through the use of dynamic baselining. The Origami Logic platform uses machine learning to automatically calculate the baseline performance for a metric based on historical data. If a deviation from the baseline is detected, a notification is sent, like “There is a spike in the average CPC for a particular campaign.”
Automatic and intelligent Stories are generated by the new Origami Logic Automated Insights Engine. The engine combines Origami’s deep knowledge of the marketing data ecosystem with AI techniques to automate key tasks related to the transformation of raw data into marketing guidance.
The iPhone version of the new mobile app will be downloadable at the Apple App Store later this month.
Direct Access to Raw Performance Data with Origami Workbench
Origami Workbench is a Python-based scripting environment that gives data analysts direct access to marketing performance data, across a number of advertising and marketing channels, that is collected, refined and organized by the Origami Logic platform. With Origami Workbench, analysts now have the ability to manipulate data in a variety of ways.
One popular use case for Workbench involves the programmatic assignment of tags to campaign-based content. Tags can be added:
- By extracting values from URLs or filenames. Key attributes, like campaign names, are often embedded in content URLs.
- By finding values in a lookup table. For example, the brand category for a particular brand.
- By combining attribute fields of a piece of content. For example, keywords for an AdWords campaign are often split into different attributes, which can be recombined to come up with a campaign tag in Workbench.
New Data Integrations
With an ever-growing list of marketing data source integrations, the Origami Logic platform gives brands the ability to converge performance data across different technology stacks and receive the transparency they need to truly understand how their campaigns are performing.
We are excited about our Spring 2017 release. We feel that it is a game changer as it enables the delivery of marketing insights beyond the dashboard to a broader set of marketers and analysts.
If you want to learn more about the Origami Logic platform, get in touch with us.