Pathmatics Releases Total Economic Impact Study Of Marketing Intelligence Platform, Explorer

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Study examines Explorer benefits, finds an ROI of 372%

“Seeing the results from the commissioned study and the real impact we are having on savings, new business, and overall efficiencies has been incredibly rewarding,” said Gabe Gottlieb, CEO, Pathmatics.

Pathmatics, the marketing intelligence platform, has commissioned a study conducted by Forrester Consulting to evaluate the potential financial impact of Pathmatics’ Explorer product. Based on data gathered from multiple interviews, the data shows the total economic impact that Pathmatics Explorer could have on an organization, looking at factors like geography, billings, employees, and number of active clients.

Explorer allows users to optimize their marketing efforts with the largest range of digital advertising data, and provides visibility into ads behind paywalls, such as those on Hulu, and across video platforms, such as YouTube. The platform offers users easy-to-access data visualizations, summaries, ranking reports, data maps, tables, charts, comparisons, and robust export capabilities for data.

Overall, the Forrester study found that a composite organization representative of the companies interviewed experienced benefits of $790K over three years versus costs of $167K, adding up to a net present value (NPV) of $623K and an ROI of 372%.

Additional key findings:

  • Pathmatics competitive data helps guide budget and campaign decisions: When looking at Pathmatics’ data to form competitive marketing strategies, 20% of clients agreed to expand budget in order to run new types of campaigns. That’s an additional $3,000 per month from existing clients for new campaigns – all informed by Pathmatics data.
  • Leg up for driving new business: When using Pathmatics insights for pitching new business, customers were better prepared to speak to the competitive landscape and market trends, and found that the insights led to closing deals for new clients. For example, the organization closed two new customers annually and attributed 10% of the new billings to Pathmatics, with an impact of more than $423K over three years.
  • Replacing licensing tools with savings of $20K each year: Many organizations have disparate advertising intelligence tools, creating inefficient overhead. Using Pathmatics, the organization was able to discontinue ineffectual tools, saving $42K over three years.

“When we launched Pathmatics it was clear that we tapped into a customer need – how to cope with a disparate and opaque advertising industry. Seeing the results from the commissioned study and the real impact we are having on savings, new business, and overall efficiencies has been incredibly rewarding and shows the impact we are making for our customers,” said Gabe Gottlieb, CEO, Pathmatics.

Since launching in 2011, Pathmatics has grown from a team of five to a team of 50, bringing much-needed advertising transparency to a large customer base, including brands like Mindshare, Mediacom, and Possible. Read Forrester’s Total Economic Impact report examining Pathmatics’ Explorer platform today.

About Pathmatics
Pathmatics turns the world’s marketing data into actionable insights. As consumption rapidly shifts to digital, media decisions have become too complex and opaque. The Pathmatics marketing intelligence platform creates trust and transparency, giving visibility into the digital ad performance of brands, their competitors, and entire industries. It brings together display, social, video, mobile, and native advertising data, helping users to optimize media and marketing decisions. Brands and agencies get access to the creative used by all advertisers, spend and impression data, and path from publisher to viewer. This empowers them to minimize waste from their budgets, better position their marketing, and predict the next moves of their competitors. Pathmatics data powers Nielsen’s digital ad intelligence offering, Kantar Media’s Facebook intelligence, and is used by agencies like Mindshare, Mediacom and Possible. Pathmatics was named to Ad Age’s Best Places to Work list in 2019. Pathmatics was founded in 2011 and is headquartered in Santa Monica, California, and is backed by Upfront Ventures, BDMI, and Baroda Ventures

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Amanda Shareghi
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