Openprise Data Orchestration Platform Delivers New Campaign Attribution Capabilities
SAN MATEO, Calif., Aug. 14, 2019 /PRNewswire/ -- Openprise, the leader in data orchestration solutions for marketing and sales, today announced the availability of new campaign attribution capabilities in the Openprise Data Orchestration Platform. Openprise is the first solution to also address the most common challenge around accurate attribution—the underlying dirty data in solutions like Salesforce, Microsoft Dynamics, Marketo, Eloqua, and Pardot.
The Openprise Data Orchestration solution provides all of the attribution capabilities marketers need to understand the effectiveness of their campaigns and their impact throughout the buyers' journey. These include:
Traditional marketing attribution solution vendors have focused on delivering increasingly complex attribution models and slick user interfaces, but haven't addressed the reality that most companies have dirty CRM data. The adage "garbage-in, garbage-out" applies to attribution data, with poor quality CRM data leading to por quality attribution results.
Openprise overcomes many common data challenges that hinder accurate attribution, including:
"As with any other sales and marketing process, attribution models are only as good as the underlying data foundation," said Allen Pogorzelski, Vice President of Marketing at Openprise. "We've taken a fundamentally different approach than other technology companies in looking at the real-world problems that have hindered accurate attribution, and we've automated the dozens of underlying processes you have to get right first before you can show the shiny graphics. As a result, more and more companies are simplifying their martech stack by moving the attribution process to Openprise, as they've also done with lead routing, data cleansing, lead scoring, data enrichment, and other processes."
"To be effective, every marketing organization must know what is really working to drive pipeline and revenue, but this has been almost impossible because the data has been either absent or wrong," said Kerry Cunningham, Sr. Research Director, Marketing Operations and Demand Management, Forrester Research. "Companies like Openprise are applying advanced data technologies to finally allow marketing and demand gen organizations to truly understand and continually improve their performance."
Anne Marie McCallion
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