MarTech Today

The company says it is ‘the first truly modern marketing analytics platform, providing real-time understanding of campaign performance.’

Understandable, actionable analytics is key to the success of any data-driven business. But cobbling together siloed data from a variety of tools — and then fully understanding it — can be tough, especially for mid-size companies that can’t afford a team of data scientists to interpret it all.

With its new BDaaS (Big Data as a Service) analytics platform, conDati seeks to change all that. Its cloud-based conDati Marketing Analytics uses applied data science and machine learning to help marketers understand and use all the data it collects.

The company says it is “the first truly modern marketing analytics platform, providing real-time understanding of campaign performance.”

It works by aggregating and consolidating all campaign performance data, including Google AdWords, Facebook Ads, organic search and SEO, pay-per-click advertising, email and social marketing.

Ken Gardner, chief executive officer and founder of conDati, took me through a demo and explained its features.

“I came to the conclusion that the best way to serve the customer, particularly the marketing customer, is to do all of the work for them,” Gardner told me.

The platform uses a modern dashboard with drag-and-drop functionality to show snapshots of activity, and then drills down into specific analytics powered by artificial intelligence (AI) and machine learning, including an emphasis on the detection of anomalies to provide marketers with actionable insight.

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