Funnel, the marketing intelligence platform, has acquired Adtriba, a marketing measurement company, to improve its product offering by providing more advanced marketing analytics and Unified Marketing Measurement (UMM). The acquisition consolidates Funnel’s position as a global frontrunner in marketing intelligence, with the company generating more than USD 50 million in Annual Recurring Revenue (ARR).
The combined solution accurately identifies the impact of budgetary spending and campaign ROI through an AI-powered model that triangulates marketing mix modeling, multi-touch attribution, and incrementality testing methodologies.
Also read: Effective Strategies to Ace Marketing Intelligence
The acquisition will result in integrating Adtriba’s software into Funnel’s platform. This will create an integrated marketing intelligence platform for measurement and ‘triangulation’ through blending MMM, MTA, and incrementality testing methodologies.
Read more – Marketing Intelligence Platform Funnel Acquires Measurement Firm Adtriba
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