ThinkVine Adds Digital Attribution Capability for Marketers
CINCINNATI, Aug. 20, 2015 /PRNewswire/ — ThinkVine, a leading cross-channel marketing attribution and optimization company, announced today the release of its digital attribution module. The new capability complements ThinkVine’s leading cross-channel marketing planning and optimization software platform, providing marketers with a complete view from top to bottom within the planning and execution cycle. This meets marketers’ need for immediate access to insights to drive faster, smarter decisions.
Consistently ranked as a leader for Marketing Mix Modeling by Forrester Research over the past four years, ThinkVine has garnered top marks for its software technology and innovative approach and vision for marketing mix. The company continues to innovate with this new release. When bundled with ThinkVine’s current capabilities, the new digital attribution capability enables marketing planning and execution measurement down to the most granular level within addressable channels, such as display, digital video, social and search.
“For our customers, this is a huge win,” says Brian Smith, Chief Operating Officer at ThinkVine. “Today’s marketer seeks a granular view of marketing performance and immediate access to insights that drive optimized digital execution. Connecting all of this in one software platform simplifies how our customers can make winning decisions.”
ThinkVine’s attribution module is accessible through a dashboard that enables immediate, custom views of marketing performance. The module eliminates marketers’ dependence on first or last click metrics by enabling a superior understanding of fully attributed conversions based on market-tested advanced algorithms. The algorithms evaluate the audience’s entire addressable path to purchase to determine the most effective marketing elements. It also enables a more intelligent marketing mix model that is enhanced by the attribution results.
Jason Taylor, ThinkVine’s VP Product Management, calls this a great step toward a truly holistic analytics platform for the marketer. “To our customers, ThinkVine’s attribution capability delivers faster access to critical information for making decisions on where, when and how to spend, as well as who to target to achieve the greatest conversions and incremental performance for the business. Simultaneously, they are also informed on the best ways to support their base business.”Read More