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Origami Logic Pushes Marketing Performance Into the Post-Dashboard Era

Written on
May 8, 2017 
Author
Adotas  |

Marketing Performance Measurement Platform Accelerates Time-to-Insight with New AI-Enabled Capabilities.

Origami Logic announced the Spring 2017 release of its marketing performance measurement platform. Innovative new capabilities, including the introduction of a mobile app, Origami Stories, Automated Insights Engine and Origami Workbench, change how marketing insights are generated and consumed by analysts and brand teams.

The new mobile app features Origami Stories, notifications that leverage artificial intelligence (AI) to automate the generation and delivery of key performance indicators and insights directly to marketers, in real time. In addition, Origami Workbench provides data analysts with a scripting environment for conducting advanced analytics by enriching and transforming their data.

“We work with some of the world’s largest advertisers, and they have made it clear that marketers need faster access to insights so they can make decisions in-flight. Dashboards are great for certain types of users and use cases, but many marketers don’t have the time to monitor dashboards continuously,” said Opher Kahane, CEO and co-founder of Origami Logic (pictured top left). “We are changing the measurement game for marketers. From proactively delivering insights to the extended marketing team via Stories, to providing direct access to raw data for those who need deeper levels of understanding, the Origami Logic marketing performance measurement platform now pushes insights across a complex set of marketing activations beyond the dashboard. ”

Automated Insights and Origami Stories

Origami Logic’s new mobile app delivers proactive notifications, called Origami Stories, that automatically surface information, observations and insights on marketing performance issues so marketers can quickly take action to optimize the performance of campaigns. Each Story comes with detailed, supporting information and can be easily shared.

Some Stories are user configurable. For example, a user can specify a threshold for a metric that is related to a campaign asset, such as a website, an ad, a video, a social message, etc. The Origami Logic platform then tracks this metric for every instance of the asset type and a notification is sent when the threshold is exceeded, like “Some of your AdWords ads have exceeded a CPM of $1.30.”

Other Stories are automatically and intelligently generated by the Origami Logic platform. For example, an anomaly for a particular metric can be detected through the use of dynamic baselining. The Origami Logic platform uses machine learning to automatically calculate the baseline performance for a metric based on historical data. If a deviation from the baseline is detected, a notification is sent, like “There is a spike in the average CPC for a particular campaign.”

Automatic and intelligent Stories are generated by the new Origami Logic Automated Insights Engine. The engine combines Origami’s deep knowledge of the marketing data ecosystem with AI techniques to automate key tasks related to the transformation of raw data into marketing guidance.

The iPhone version of the new mobile app will be downloadable at the Apple App Store later this month.

Direct Access to Raw Performance Data with Origami Workbench

Origami Workbench is a Python-based scripting environment that gives data analysts direct access to marketing performance data, across a number of advertising and marketing channels, that is collected, refined and organized by the Origami Logic platform. With Origami Workbench, analysts now have the ability to manipulate data in a variety of ways.

One popular use case for Workbench involves the programmatic assignment of tags to campaign-based content. Tags can be added:

By extracting values from URLs or filenames. Key attributes, like campaign names, are often embedded in content URLs.

By finding values in a lookup table. For example, the brand category for a particular brand.

By combining attribute fields of a piece of content. For example, keywords for an AdWords campaign are often split into different attributes, which can be recombined to come up with a campaign tag in Workbench.

New Data Integrations

The Spring 2017 release also features new data integrations that connect a variety of important sources, including:

comScore

Eloqua

Moat (recently acquired by Oracle)

Nielsen

Snapchat

With an ever-growing list of marketing data source integrations, the Origami Logic platform gives brands the ability to converge performance data across different technology stacks and receive the transparency they need to truly understand how their campaigns are performing.

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