Marketers rely on cookie-based attribution technology to gain insight about customers on desktops. But they need better sources of information on mobile — and New York City-based IgnitionOne claims it can help.
IgnitionOne just debuted MobileAssist, a solution that helps marketers track cross-device conversions. IgnitionOne President Roger Barnette said MobileAssist solves a major mobile marketing challenge: determining how mobile advertising has supported conversions and sales.
No One Else
Barnette told CMSWire the Digital Marketing Suite brings together ad technology and marketing technology into a single platform. Its data management platform (DMP) is fully integrated across its offerings "so that marketers can leverage not only third party data but also their valuable first party data to help deliver messages to their individual customers across all devices and channels."
"No one else has the level of integration we offer," Barnette boasted. "And no one else can connect the dots to show the real value of your marketing, whether we are talking about cross-device tracking with MobileAssist or understanding how search, display, email, social and other efforts interact in ways to make the data actionable."
IgnitionOne formed in 2004. It rebranded from SearchIgnite in 2011 after integrating cross-channel technology into a single tech stack. The 450-employee organization has 17 offices across the Americas, Europe and Asia.
Integration is Key
The integration of marketing technology in its stack has helped users simplify marketing efforts, centralizing data into a DMP. The platform includes algorithmic media management across channels such as search, programmatic display, mobile, email and social; advanced data management; user scoring, lead optimization and website personalization all in a single platform.
"The ways that brands and agencies use our technology comes in a lot of permutations based on their needs," Barnette said.MobileAssist plays into this by helping marketers leverage mobile device advertising data, officials said.
"Up until now it was mostly done as a shot in the dark," Barnette said. "Marketers knew the mobile ads were working because when you stop the ads desktop conversions also drop -- but never had a clear picture." MobileAssist should help "show the real value of these ads so marketers can invest properly in mobile ads and increase ROI."