Marketing insights startup conDati Inc. today launched a cloud-based analytics platform that’s designed to help marketers better understand the impact of their digital advertising campaigns.

The platform is said to rely on machine learning that processes and analyzes siloed data from multiple marketing technology systems, unifying that data to provide more insights into the performance of different marketing initiatives.

ConDati specializes in analyzing data from ad campaigns powered by products such as Google Adwords and Facebook Ads, as well as pay-per-click advertising, email, search engine optimization and social media marketing campaigns. It then consolidates all that data together into a single asset, providing a better overview of each campaign’s achievements so marketers can understand which efforts are the most effective.

The company, which recently landed $4.75 million in a Series A funding round led by The Entrepreneurs Fund, said its main ambition at this time is to replace the use of older spreadsheet technology, which is still being used by the majority of marketers to analyze their advertising campaigns, conDati Chief Executive Ken Gardner told SiliconANGLE.

That process is slow, expensive, incomplete, often inaccurate (manual errors), and by definition behind the times,” Gardner said. “So conDati’s first value proposition is to eliminate manual reporting by creating a single unified data asset for campaign performance data that automatically and continuously pulls all the important information into one place and then provides access to a series of out-of-the-box dashboards and reports.”

ConDati’s platform helps marketers to understand their campaigns by providing graphic visualizations of their performance, Gardner said. The platform also provides alerts and notifications for campaign performance anomalies, both good and bad, so marketers can take immediate action when necessary. ConDati is also planning to add predictive analytics capabilities to the platform, so marketers will be better able to optimize their campaigns for immediate results.

Gardner said conDati provides other capabilities besides these that help to set it apart from rival marketing analytics products, of which he admitted there are many.

“No other marketing analytics solution we have seen provides real-time revenue and campaign anomaly detection or generates statistically valid revenue trajectory forecasts,” the executive said. “The only alternative that we are aware of is to hire your own data scientists to do custom projects, at $250,000 to $450,000 in salary per year. ConDati’s data science in the cloud is much more cost-effective.”

As for comparisons with the analytics tools offered by larger companies such as Google Inc. and Adobe Inc., Gardner admitted these provide a lot of the same data and insights as conDati’s platform, but only if you’re prepared to put a considerable effort into it.

“You can get much of the data out of these tools that you can get from conDati, if you have the time to invest to become an expert in their systems and have six to eight hours per day to spend generating reports and absorbing them,” he said. “Or, you can spend 10 to 15 minutes per day with conDati to get a full picture of how your campaigns are performing, right now.”

Image: Condati