BrightFunnel, a marketing attribution platform, has announced the launch of its Machine Learning Attribution Engine, which is designed to help marketers better predict which marketing investments lead to revenue. The company said the new offering builds on its previous patent filing on Dynamic Attribution Models.
The Machine Learning Attribution Engine uses BrightFunnel’s optimization algorithms to help marketings build custom attribution models based on their own historical data, leveraging more insight than a traditional rules-based attribution model, according to the company.
The company also said the new Engine will provide:
- Greater insight into what marketing investments lead to revenue;
- Optimal buyer journey mapping and recommendations for different segments; and
- Smarter optimization of marketing budgets and program ROI.
"We think every successful SaaS company [in the future] will have AI at its core," said Nadim Hossain, Co-Founder and CEO of BrightFunnel, in an interview with Demand Gen Report. "The secret is to go beyond the algorithm and focus on getting all the data accessible to you in a machine learning-based solution. We're looking to be the Google Maps of marketing attribution, providing insights and recommendations to better our customers' efforts."
BrightFunnel said it has multiple customers already in beta with the engine, including Coalfire and Invoca, but added that is in limited availability.