• by Ray Schultz , August 14, 2019

Openprise is offering new campaign attribution tools that it says can help brands determine what is working in different channels and sales processes, including email.

The features, part of the Openprise Data Orchestration Platform, address the “dirty data” challenges that are inherent in tools such as Salesforce, Microsoft Dynamics, Marketo, Eloqua, and Pardot, the firm claims. 

Among the data holes addressed by the new features are duplicate leads, missing contacts and mass lead imports by salespeople.

“To be effective, every marketing organization must know what is really working to drive pipeline and revenue, but this has been almost impossible because the data has been either absent or wrong,” states Kerry Cunningham, sr. research director, marketing operations and demand management, Forrester Research.

Designed to solve what Allen Pogorzelski, vice president of marketing at Openprise, calls “the real-world problems that have hindered accurate attribution,” the Openprise platform includes these features:

- First-touch, last-touch, and multi-touch attribution

- Multiple attribution models that can be run simultaneously

- Account-based marketing measurement

- Analytics to graphically represent the impact of each campaign

- Custom attribution models