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BizReport : Advertising archives : September 23, 2013

Marin, Visible release analysis tools

Along with the new releases to help marketers better connect, comes new monitoring software from Marin Software and Visible Technologies, geared to help brands better analyze and adjust online and social campaigns.

by Kristina Knight

First, Marin Software has released Channel Connect, which gives advertisers the ability to use publisher and SEO data to measure campaign performance and ROI.

"Too frequently marketers underinvest in certain digital channels because they can't measure the influence such channels have on their marketing programs," said Matt Ackley, chief marketing officer at Marin Software. "Channel Connect allows marketers to see and optimize channel relationships that previously remained hidden, such as the impact of SEO on SEM. The wealth of insight is unprecedented and turns previously segregated data into a gold mine of opportunity."

The Marin offering gives brands bid recommendations for integrated channels, help to manage and analyze existing campaigns and monitor data across the online spectrum in a single location rather than siloed information which can be harder to digest.

Meanwhile, specific to the social space, Visible Technologies has released a product set up to give brands better insight into social network trends - and campaigns. The new features are available for the Visible Intelligence platform; the platform offers insights into social networking data like Facebook replies, 'share of voice' and social user preferences.

"Social media now touches the lives of so many business users within a single organization, yet each one has a distinct set of answers they want to glean from the data," said Richard Pasewark, CEO of Visible. "Personalization of how this information is sliced and diced, and presented to various stakeholders is critical and was the driving force behind this release. Based on early customer feedback from some of the largest brands in the world, I am confident we hit the mark with the new features in our VI platform."

Brands in the social space can monitor their own campaigns, see how their campaigns fare compared to competitors and gain better insight into the social space.

Image via Shutterstock

Tags: advertising data, advertising trends, data analysis, Marin Software, Visible Technologies

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