BrightFunnel Unveils Machine Learning Powered Marketing Attribution, Harnessing AI to Accelerate Revenue
April 24, 2017
Machine Learning Strengthens BrightFunnel’s Revenue Intelligence Offerings, and Builds on Patent Filing for Dynamic Attribution Models
SAN FRANCISCO – April 24, 2017 – BrightFunnel, the pioneer in Revenue Intelligence for B2B marketers, today announced the launch of its Machine Learning Attribution EngineTM. This new product is currently available in private beta.
“I’m proud to announce BrightFunnel’s machine learning powered attribution capabilities,” said Nadim Hossain, CEO and Co-Founder. “From our original founding, we have had the vision that AI can improve the daily work lives of marketers. Over the past few years, our team has been quietly building our customer base, our proprietary data access, and our deep domain expertise in marketing workflows. Today’s milestone marks a logical progression towards making our Machine Learning Attribution Engine commercially available.”
The new offering builds on BrightFunnel’s previous patent filing on Dynamic Attribution Models, uses machine learning to better predict what marketing investments lead to revenue. By using BrightFunnel’s proprietary optimization algorithms, marketers can build custom attribution models based on their own historical data, leveraging more insight than a traditional rules-based attribution model.
With this new evolution of BrightFunnel, the company has enhanced the power of its platform by harnessing AI. BrightFunnel’s Machine Learning Attribution Engine enables B2B marketers to get greater benefit from the platform and accelerate revenue through the following:
- Greater insight into what marketing investments lead to revenue
- Optimal buyer journey mapping and recommendations for different segments
- Smarter optimization of marketing budgets and program ROI
BrightFunnel has multiple customers already in the beta, including Coalfire and Invoca.
“We’re always looking for ways to be smarter about attributing marketing to revenue. At the end of the day, if we can’t say what’s worked in the past we can’t make smart decisions about our future. Since implementing BrightFunnel, we have been able to understand our business in new ways, and we believe that the addition of machine learning capabilities to the platform will help take us to the next level as a revenue team.”
— Kyle Christensen, SVP of Marketing, Invoca
“In today’s complex buyer landscape, there is an explosion of data. As a CMO, BrightFunnel solves my biggest pain point, which is getting insight from that data. The addition of machine learning capabilities makes BrightFunnel’s Revenue Intelligence platform even more powerful, and we are delighted to be an early customer.”
— Patrick Kehoe, CMO, Coalfire Systems
How it Works
BrightFunnel collects large amounts of data from a customer’s CRM, marketing automation system, website, and advertising platforms to determine marketing’s impact on every closed deal. Using this rich data set, BrightFunnel’s patent pending machine learning system builds custom attribution models tailored to the realities of each marketer’s buyer journey. Early experiments show the machine learning algorithms to be significantly more accurate than previous less sophisticated models. This means BrightFunnel is more accurate at measuring and optimizing marketing’s impact on revenues than alternative solutions.
BrightFunnel’s machine learning powered attribution is currently in limited availability, due to high demand, with priority given to enterprise customers.
BrightFunnel offers Revenue Intelligence for marketers, powered by its patent-pending multi-touch attribution platform. The company believes that the key to accelerating revenue is orchestrating the right marketing and sales touches at the right point in the customer journey. That's why BrightFunnel has pioneered the Revenue Intelligence category: to make those complex decisions easy. By gaining insight into how every marketing activity influences an account, marketers can show true impact on revenue, align with sales and optimize their execution. Companies like Cloudera, Lionbridge, and Ellie Mae are using BrightFunnel to connect marketing to revenue.
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