As marketers unite campaigns across TV, digital, call centers and physical stores, Rikert said there’s “a massive market opportunity” for a company that can digest those diverse data streams in as close to real time as possible.
Earlier this month, Origami Logic launched its Marketing Signal Measurement Platform, a SaaS dashboard that rests on the back end of marketing campaigns and, according to Kahane, simplifies these diverse data points.
“There’s too much data, too many touchpoints and really not enough insight gleaned from marketing on a day-to-day basis,” he said.
For example, Origami Logic helps Cisco make sense of “marketing signals from over 500 disparate digital accounts,” according to Kevin Scott, the communications infrastructure provider’s director of strategic planning and analytics.
“Marketing signal measurement gives us an understanding of our daily performance so we can continually optimize,” said Scott.
And at Omni Hotels, another Origami Logic client, CMO Tom Santora said, “We are trying to understand the complex new universe of audience interactions across all of our channels and campaigns.” As digital becomes imbued with everything from marketing to commerce to customer support, it’s attracting more resources from within.
“Our ability to continually drive business growth depends on it,” said Santora.
Kahane claimed Origami Logics’ clients use Marketing Signal Measurement to “extend their attribution service.” But he distinguished the company from the pricey, consultative relationships many clients have with attribution tech vendors.
As with many startups looking to widen their market presence, Origami Logic wants to empower brands to make decisions – it doesn’t want to make budget decisions for clients.
Kahane has considered white labeling Origami Logic, but he said he doesn’t anticipate opening that revenue stream because he wants the brand awareness.