Allocadia releases new attribution engine technology to give marketers another layer of data to better understand marketing performance and optimize ROI
Marketing organizations – and CMOs especially – are increasingly under pressure to demonstrate their impact on a company’s bottom line. That’s why it’s more important than ever for marketers to know which efforts are truly moving the needle, in order to reallocate their marketing dollars accordingly.
To better enable CMOs, Marketing Operations, and all marketers on a team to make these important decisions, Allocadia has announced the addition of an attribution engine to its Marketing Performance Management (MPM) solution.
“Marketing attribution is another layer of performance data that all marketing organizations need, but it is only by linking this data to investments that we can determine the true value of marketing – the ‘I’ in ROI,” said Katherine Berry, Chief Product Officer and Co-founder, Allocadia.
“Allocadia’s offering is unique not only in the way attribution data is linked to investments, but also in the types of strategic views of performance that are available. We like to think of it as another tool in your MPM toolbelt – one that, ultimately, gives marketing leaders a better chance at hitting their strategic targets,” continued Katherine.
Using Attribution Data to Understand Return on Investment
Marketers today are increasingly using attribution solutions to assign credit to a set of actions to determine performance in terms of campaign impact, lead acquisition or revenue generation.
Unlike other attribution solutions, however, Allocadia’s built-in attribution engine not only compares the performance of different activities but links this attribution data to investment inputs, enabling marketers to understand performance in terms of return on investment.
CMOs also get a more high-level, strategic view of performance because they can view attribution-based performance not only by campaign, but also by region, corporate objective, business unit or product line. They also benefit from a forward-looking forecasted view of marketing performance, because actual performance data is merged with planned performance.
In this way, Allocadia enables true Marketing Performance Management by allowing marketers to plan, budget and measure the results of marketing investments all in one platform – and then strategically reallocate those investments.
Allocadia software supports several types of attribution models including: first-touch, last-touch and multi-touch attribution. The attribution engine is platform agnostic; it can be leveraged with any Customer Relationship Management (CRM) system including Salesforce, Microsoft Dynamics, Sugar CRM, Oracle and SAP.
For more information on Allocadia’s attribution engine, please visit: allocadia.com/features/marketing-attribution.
At Allocadia, we believe in a world where marketers make every dollar count. Allocadia provides marketers with planning, budgeting and performance software that replaces spreadsheets and also connects to finance, sales, and other marketing technologies to deliver the central system of record for marketing. As a result, CMOs and marketers can optimize spend and drive real business results. The recognized leader in Marketing Performance Management (MPM), Allocadia serves more than 150 customers and thousands of users, and manages billions of marketing dollars. Our customers include Juniper Networks, VMware, Arc’teryx, and Charles Schwab, and we partner with market leaders including IBM, Oracle, Workfront and Marketo. For more information visit Allocadia.com, follow us @allocadia or stop by our headquarters in Vancouver, Canada.
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