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Birst Analytics App Unifies Marketing Data

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Posted October 31, 2014 By Staff     Feedback

Birst says its solution helps companies integrate all of their marketing data, with the aim of producing a more complete view of customers.

Companies have almost more marketing data than they can handle, coming from a variety of channels and applications, which can make it tough to create cohesive customer strategies. Because of this, many marketers are looking for software to help them integrate all the data.

Birst, a provider of cloud analytics, is introducing a solution called the Marketing Analytics Accelerator that it says integrates online and offline sources of marketing data to give marketers a more complete view of their customers.

"... Leveraging data has become increasingly complex with marketers drowning in a sea of technology solutions," said Brad Peters, chairman and chief product officer, Birst, in a statement. "With Birst's Marketing Analytics Accelerator marketers can link the various contact points along the market journey of their prospects and customers, which often spans multiple applications, to create a complete picture of how customers are found, sold and on-boarded."

Unlike marketing analytic solutions that report on only a single marketing source, Birst offers a data tier that unifies all marketing data. According to the company, Birst Marketing Analytics Accelerator also features a pre-built data model that integrates Marketo,, Google Analytics applications and a library of out-of-the-box KPIs, reports and dashboards. Marketers can explore the data via interactive dashboards and visual data discovery tools.

Courtland Smith, senior director, Revenue Marketing at OpenDNS, a Birst client, said using Birst helps OpenDNS' marketing department reliably forecast revenue, enabling everyone in the organization to make informed decisions around pipeline and revenue goals. "We expect an increase in the effectiveness of our marketing investments as we expand our use of Birst to forecast revenue by marketing channels," he said in a statement.

Marketing analytics is an increasingly crowded market, with IBM, Salesforce and Adobe, among others, beefing up their marketing software portfolios with analytics offerings.

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