Tapad, a formidable name in cross-device marketing technology, has just announced a partnership with Conversion Logic, a marketing attribution provider.
Conversion Logic, we’re told, will incorporate unified cross-screen data from Tapad’s Device Graph to identify related devices and media exposures to enhance reporting on the path to conversion.
By connecting Conversion Logic’s proprietary Ensemble Method, which combines numerous state-of-the-art machine learning algorithms, tuned for each customer use-case for the most accurate results, with Tapad’s unified, cross-device technology, marketers will benefit from a highly scientific approach to assessing advertising effectiveness with full, comprehensive customer insights.
Linking these technologies will increase marketers’ real-time ability to optimize brands’ marketing channel spend and creative at a more granular level.
“Combining highly accurate data from Tapad with our own user ID technology and understanding how devices may be related at an individual level provides additional visibility into the path to conversion,” says Alison Lohse, COO and co-founder of Conversion Logic. “The more we know about the customer journey, the more effective, efficient and customized marketers can be with marketing efforts. With Tapad, we have achieved a unified customer view that helps us piece together the purchase journey while preserving proven accuracy.”