The newest entry into the crowded world of marketing automation comes from a low-key startup called Origami Logic Inc. that promises to help campaign managers quickly uncover the data that matters most to their business goals. It’s a value proposition that has become nothing short of a mantra for analytics providers lately yet often proves difficult to fully realize in the enterprise.

Origami, however, claims that its platform is different. The aptly-named Marketing Signals Framework builds upon its existing data aggregation capabilities to sort metrics from the different engagement channels through which an organization communicates with its audiences in a way that allows for quick and easy access to the key signals.

That may not seem as ambitious as monitoring fluctuations in consumer sentiment or the other advanced analytic use cases that have made their way into CMO’s wishlist in recent years, but represents one of the most fundamental challenges for marketers at large enterprises. After all, the bigger the organization, the more metrics there are to track.

At the top end of the corporate spectrum, which where the likes of Cisco Systems Inc., Visa Inc. and many others of Origami’s top customers are positioned, that can amount to upwards of millions of dollars in marketing spending split across a broad spectrum of channels ranging from social media to television ads. The startup’s platform makes it possible to filter that down to only the important parts

A marketer in charge of, say, driving brand awareness among mobile users can thus narrow down the data to signals like ad impressions that are directly pertinent to their work while a colleague responsible for boosting customer retention would be able to do the same for their own set of metrics. Origami organizes the individual data points based on a set of common performance criteria such as volume, efficiency and reception on social networks to measure their success and, by extension, the effectiveness of the campaign as a whole.

Photo via HTQuyet