Path2Response Delivers Omnichannel Marketing Analytics to Better Measure and Optimize Media Performance

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Advanced SaaS platform puts the power of data into the hands of marketers to better understand the effect of all media on marketing response and create better contact strategies to maximize media investments and revenue.

"We developed an intuitive tool that gives our clients on-demand access to their data and uncovers the true story of how their entire media mix and contact strategies are impacting revenue."

Path2Response, LLC announces its formation to provide marketing analytics software as a service (SaaS) to aid marketers in the critical task of measuring media performance to best optimize contact strategies and media spend. The company has released a web-based marketing analytics solution that consolidates complex customer, order channel and promotional data into an easily accessible platform for an accurate and holistic view into the influence and interaction of media in the buyer’s journey. By bridging all media data, print to mass, and customer-level analytics into a single platform, users can extract insights and deeper knowledge based on fact for better, unbiased media allocation and contact strategy development.

“The long-standing challenge for omnichannel marketers has been understanding the true impact of media to best plan future marketing programs and optimize investment”, says Brian Rainey, President, Path2Response. “Current attribution models are riddled with tremendous bias and assumptions because analyzing a collective data set has been nearly impossible within legacy systems. This has created deep frustration for marketers, limited insights and the inaccurate allocation of media budgets thanks to biased attribution methods. We developed an intuitive tool that gives our clients on-demand access to their data and uncovers the true story of how their entire media mix and contact strategies are impacting revenue.”

Path2Response differentiates itself from other marketing analytic services available today by aggregating all available customer, transactional and media data - not only specific channels such as digital. This full data set allows users to understand media impact beyond commonly used “last click” or single channel and delivers robust yet granular insights such as affiliate performance, new buyers and individual customer lifetime value. The tool designed for marketers, is easy to use and offers the latest in data visualization techniques. On-demand reporting and segmentation allows users to easily build custom dashboards and reports and conduct panel and holdout testing to best optimize their contact strategies and media spend.

The platform can be utilized as a hosted or web-based solution making it easy for omnichannel marketers, consultants and marketing service providers to implement the solution based on their organization or client’s preference. A select group of omnichannel marketers and consultants have been given early access to the platform as advisory users to influence future development.

In addition to the Path2Response platform, the company also provides services, including onboarding and marketing advisory services to Path2Response users. The advisory services are offered to help clients use the tool, conduct analysis and the apply the data and insights into their business and marketing strategies.

Path2Response was founded and built by marketing and software development experts, Brian Rainey, formerly president of Epsilon Targeting and Michael Pelikan, an established data architecture software developer.

  • Brian Rainey, President, a 30-year veteran of the direct marketing and data industry, Brian has spent his entire career building creative solutions to help marketers improve their marketing efforts. Based on his expertise, Brian works closely with Path2Response’s clients and partners to drive strategic thinking and methods that transform marketing outcomes. Brian was formerly the president of Epsilon Targeting; and held marketing roles at The Sharper Image, Sara Lee Direct and currently serves on the Advisory Board of Speedeon Data.
  • Michael Pelikan, Chief Technology Officer, is a seasoned software developer with over 25 years of experience. Michael oversees the technical and engineering design of the Path2Response platform. His advanced data management, data visualization and artificial intelligence domain expertise is the core of the Path2Response tool. Previous to Path2Response, Michael held tech development and management roles at InfoTrust Group, KLA-Tencor, and Apple as well as an independent consultant for numerous clients.

To learn more about Path2Response or request a demo, contact Brian Rainey at brainey(at)path2response(dot)com or visit

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