September 17, 2015 — Menlo Park, CA — Origami Logic announced the release of the industry’s first platform designed to measure marketing signals. Marketing signals are generated every time someone clicks, opens, likes, views, tweets, shares or otherwise interacts with advertising and content. The Origami Logic Marketing Signal Measurement Platform empowers companies to convert massive streams of marketing signals into the actionable business insights required to optimize multi-channel campaigns, every day.
“The CMOs of tomorrow, must know what happened today,” said Opher Kahane, CEO and co-founder of Origami Logic. “The holy grail of marketing is the ability to know with speed and precision what works and what doesn’t. Most marketers still can’t determine the results of their daily marketing campaigns.”
“We were challenged with 500+ digital accounts across multiple platforms. Gaining visibility and actionable insights was not only a manual, time-consuming process, but also the delay in reporting kept us from making strategic course corrections in real time,” said Kevin Scott, Director, Strategic Planning and Analytics, Digital Strategy and Enablement (DSE) group at Cisco. “Origami Logic enables us to aggregate all those disparate marketing signals into a single view, allowing us to gain a daily understanding of our performance. Marketing signal measurement offers a way to know what’s happening every day, so that we can continually optimize for the future.”
“Eighteen months of intensive work with some of the largest advertisers in the world (including Visa, Pernod Ricard, Intel and Cisco) led us to a unique insight: The most difficult problem is measuring the marketing signals from an ever expanding digital universe,” said Alon Amit, co-founder and VP of Product at Origami Logic. “Today’s marketing tools collapse under the volume, velocity, and complexity of the marketing signals being generated across channels, websites, platforms, apps, devices, data and the cloud. We are the first to fix this massive marketing problem.”
Marketing Signals Are the Measure of Effectiveness
To manage and optimize marketing campaign investments, modern marketers must be able to measure the millions of marketing signals produced by their digital and offline programs. As previously defined in the Origami Logic Marketing Signals Framework, marketing signals are measures of response to daily marketing activity – both the actions audiences take and the thousands of metrics marketing platforms generate.
Marketing signals provide the best picture of audience interest, engagement and intent – giving marketers detailed insights into marketing performance across paid, earned and owned media. They provide a standardized way of optimizing campaign investments, understanding progress towards goals and objectives, and improving marketing performance over time. To compete in today’s complex multi-channel world, it is critical that marketers harvest, organize and analyze marketing signals in a disciplined way.
Marketing Signal Measurement Delivers Marketing ROI
Marketing Signal Measurement (MSM) is the process of deriving and optimizing key insights from marketing signals. It fills the gap between raw data and insights in today’s marketing ecosystem by combining metrics, creative assets, metadata, and campaign properties and provides a precise, standardized way to quantify and optimize campaigns.
Marketing Signal Measurement enables marketers to improve marketing performance, drive business impact and increase revenue through four core phases: harvesting, refinement, analysis and activation. The new Origami Logic MSM platform addresses all four phases.
- Signal Harvesting allows marketers to reliably maintain a complete, up-to-the-minute view of source signals from marketing platforms (AdWords, Facebook, Doubleclick, etc.), execution systems (Sprinklr, Responsys, Marin Software, etc.), analytics tools (Adobe Analytics, Nielsen, Facebook Insights, etc.), and in-house systems. The Origami Logic MSM platform handles authorization, authentication and management of API connections to signal sources, API scheduling and frequency management, automated file-based signal ingestion and management, and signal storage, including assets and contextual metadata. It also automates the process of versioning, error-detection and re-fetching, validation and gap filling, back fetching of historical data, and the direct import of offline and proprietary signals to deliver the best possible accuracy, depth, granularity, completeness, and timeliness.
- Signal Refinement improves the fidelity of harvested signals through cleansing, harmonization, enrichment, and fusing. The Origami Logic MSM platform cleanses signals by scanning them to detect errors or missing or duplicated data and then corrects them accordingly. It harmonizes signals by normalizing assets and metadata across data sources and marketing channels and enriches signals by calculating and adding derived signals and metadata, such as time granularities, estimated metrics, geographical breakdowns, etc. The Origami platform also fuses signals and joins disparate data, within and across sources, to enhance their value and ease of interpretation.
- Signal Analysis improves the relevance of signals, in the context of business outcomes, through dynamic categorization, adaptive aggregation, calculation, segmentation, filtering and comparison. The Origami Logic MSM platform categorizes marketing performance according to a customizable measurement taxonomy, such as by brands, products, and geographies, and aggregates (summing, averaging, etc.) signals by category, date/time range, and other groupings. Origami also segments signals by categories or dimensions, filters signals across multiple criteria, and compares signals across multiple categories, date ranges, or other criteria.
- Signal Activation is the process of activating signals through media such as reports, dashboards, alerts, emails, etc. Origami provides a set of rich, real-time daily signal reports that empower marketers to make ongoing changes to marketing campaigns that are in-flight.
Global brands are using the new Origami Logic Marketing Signal Measurement Platform for solutions such as customer journey scorecards, in-flight campaign tracking and optimization, competitive campaign intelligence, content & creative analytics and digital command centers, among others. To learn more about Marketing Signal Measurement, check out our Periodic Table of Marketing Measurement.
About Origami Logic
Origami Logic is a marketing analytics company that helps teams master marketing performance by letting them see what’s working and what’s not – in a way that makes sense to them – so they can optimize their efforts. Thousands of marketers and global brands, including P&G, HP, Intel, JCPenney and Kellogg’s, trust Origami Logic to help them unify and refine their vast array of marketing data, across every channel and platform, so they can search and organize it in real time to get a better understanding of their marketing efforts and improve their overall impact. Origami Logic is funded by top-tier investors Accel Partners, DAG Ventures, Icon Ventures and Next World Capital. Please visit www.origamilogic.com and follow us on Twitter @OrigamiLogic.
Connexa Communications for Origami Logic
Erica Camilo, 610-639-5644