Alight Analytics: Unveiling the Potential of Marketing

With the recent explosion of available marketing tools, agency and brand marketers are constantly challenged to demonstrate value. However, the sheer amount of time and effort required of marketing analysts to manually centralize, clean and aggregate the resulting data leaves many organizations internally strained. It’s something Alight Analytics Co-Founders Michelle Jacobs and Matt Hertig are acutely aware of. “As a full-service marketing analytics firm, we understand the pain marketers are experiencing, because that’s what we did for our own clients when we started Alight,” says Hertig. “To provide our clients with better reporting, we knew we had to break down those disparate marketing channel silos to create a centralized data repository. That’s why we built ChannelMix - a data centralization platform specifically for the marketing vertical - to automate an all too manual process,” Michelle adds.

Alight’s platform, ChannelMix, is built on top of Google Analytics, a key tool in the marketing ecosys-tem. Google Analytics provides consistent campaign measurement for the marketing tactics driving to a website and is the first step in enabling true measurement and multi-channel attribution. However, Google Analytics isn’t a data management platform and isn’t equipped to connect and consolidate all sources of marketing data. That’s why ChannelMix delivers a single source of truth for insight-seeking marketers to understand cumulative performance, enhance and optimize campaigns, and accurately attribute success to specific channels. It’s a solution that completely transforms how organizations view and manage their customer decision journeys and overall marketing. “Customers today utilize multiple marketing channels in their decision-making journey,” adds Hertig. “With ChannelMix, we help organizations more effectively use Google Analytics, as well as their other marketing channels, to better understand their customer decision journey to drive leads, sales, and brand engagement.”