• by Tobi Elkin  @tobielkin, September 20, 2016

Marketing campaign software platform Percolate on Tuesday announced features for its System of Record for Marketing product that will offer marketers a single system from which to plan, execute and optimize their campaigns in real time. The new  features  aim to help marketers connect visibility into campaign performance to overall operational marketing performance.

Percolate CEO Noah Brier said the company “completely rebuilt” its analytics product to offer marketers more ways of working with data. Clients can slice and dice the data from various campaigns down to individual assets to understand more about performance and then optimize campaigns in real time. For example, a client can see and understand the performance of a specific post on Facebook or YouTube down to the individual asset level to see how posts, images, and videos performed. “We’re trying connect the performance of marketing to the process of creating it,” Brier said.

“Most of the data about performance has been about the ‘last mile’ on whichever distribution platform marketers use, but you want to optimize things at the beginning," Brier said. "Marketers need to make sure mix is right before they execute their campaigns instead of after.”

The “last mile” optimization is usually based on the number of clicks creative assets are getting. “We want marketers to get more visibility and insights before they even start producing the campaign.”

The new features come as an outgrowth of a discussion Brier had with GE Vice Chair Beth Comstock (formerly GE's CMO) about the need to connect data on marketing performance with that of the overall operational efficiency of marketing.

The new system can show things like how many people worked on a campaign, what campaigns are in the pipeline, when an asset got produced, and how many times it got reused. “We’re trying to connect marketing performance insights with operational insights,” Brier said.

Assets that teams shared and that were previously strung together by email, spreadsheets, slide presentations, and other assets together via disparate systems, can now be unified using Percolate’s new features.

Brier added that the new features are designed to help marketers address “a bunch of simple questions that are really difficult for marketers to answer. like ‘What is my team working on?,’ ‘What campaigns are live across our marketing channels?,’ and ‘How is the content performing? The only way for marketers to get visibility and manage the complexity is to have a single system that captures the activities of their teams and agencies.”