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Singular founders (left to right): Eran Friedman, Gadi Elishayiv, and Susan Kuo.
Singular and Apsalar merge to create unified marketing analytics platform.
Mobile marketing analytics firm Singular is merging
with mobile app attribution and audience management firm Apsalar today so the two companies can offer a combined product line for businesses.
The combined enterprise will be known as Singular and will offer an important third-party source of mobile user data on the individual level.
The goal is to destroy silos of data and give marketers access to new insights into their customers on a more granular level.
Singular makes it easier to see if mobile marketers are making money off their advertising spend. It breaks down the data from any marketing source, including ad agencies, marketing clouds, data warehouses, social channels, and even other marketing analytics systems.
The new combined platform of the two companies enables marketers to expose the ROI of each user touch point — be it on an ad, an email, a push notification, or in-app and web events.
Modern customer journeys to one or more sales are rarely a straightforward line in one channel, since they pop between devices and between online and offline, and they happen over time.
For this reason, tracking a customer’s journey across devices and channels, and determining which ads or other marketing impacted sales decisions over time, is the trickiest but the most important challenge facing digital marketers.
Singular claims its new capability offers a unique granularity and scale for cross-channel ROI, because of the scope of its data collection for campaign actions, sales results online and offline, and marketing spend, and because its attribution is almost entirely deterministic.
In an interview Apsalar CEO and cofounder Michael Oiknine said,
“We are excited to enter the next phase of Apsalar’s growth as part of this merger, The unification of our advanced attribution and audience management capabilities with Singular’s already robust analytics platform is something that is truly needed by the industry. We are thrilled to build on our shared vision and provide marketers with a game-changing platform that will further simplify and improve their lives.”