Technology Strategy Board has awarded an important grant to iJento as part of its Smart Program. iJento will utilize the grant to speed up the growth of its marketing attribution offerings. Marketers can now enhance results using the improved multichannel marketing attribution solution from iJento as it allows them to comprehend the manner in which their campaigns affect the customer experience and translate into purchases.
iJento’s marketing attribution solution delivers an amalgamated view of a customer’s interactions across digital channels and devices, like a mobile phone, tablet or PC. It also correlates these interactions with purchase activity, resulting in provenance of the sales results to the proper marketing campaigns.
Conventionally, marketers have not been able to attribute sales to precise marketing campaigns across several web-based interactions. Majority of the marketers depend on “last click attribution” to evaluate campaigns that are extremely effectual in boosting sales. eConsultancy recently released an infographic, wherein 70 percent of marketers thought marketing attribution assisted them in validating marketing expenditure. According to 68 percent of respondents, marketing attribution assisted in optimizing the customer journey. However, 60 percent named disparate technology and data sources as the major hurdles for utilizing marketing attribution.
In a statement, Peter Ryan, chief executive of iJento, said, “We are excited about this grant and the opportunity to accelerate our technology development so we can help marketers better leverage data to solve complex problems such as attribution. Where traditional analytics systems are complex, slow, non-integrated and expensive, iJento is able to quickly combine data into a single cloud-based repository than can then be modeled and applied to solve real business problems. That’s transformative, and we look forward to rapidly continuing our work in this important area.”
iJento aims to bring together technology and data by generating unified profiles of customers with Customer DNA, comprising of visits across all devices and channels over time. The DNA profiles along with other data sets are transformed into sophisticated segmentations that plot purchases straight to campaign click-throughs and highlight the customer journey. Organizations can now comprehend the complete customer journey using this highly developed customer intelligence. Organizations are therefore in a position to enhance customer experience and marketing effectiveness.