Marketing Evolution, a leader in marketing attribution, has unveiled “The Substrate, ” a custom-made record system developed to merge scattered marketing data, analytics, and attribution performance into one truth source for enterprise organizations. As they explain, their product tackles the commonly known problem of disconnected tools, irregular data flows, and compartmentalized reporting methods of marketing teams. Through Substrate is a central repository of marketing data that brings together the information gathered from media channels, customer interaction points, and financial platforms through its layer of central governance of the data.
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The product is backed by the latest measurement science like marketing mix modeling and multi-touch attribution that will provide a full 360 view of the marketing campaigns and will allow the marketers to allocate their money towards the top performing channels which will eventually lead to a higher conversion and better overall return to the company through its marketing campaigns. “We originally built this platform to operationalize our measurement science at enterprise scale,” said Stephen Williams, CEO of Marketing Evolution. “What emerged was something larger. As AI changed what data enables, we realized that measurement wasn’t simply an application- it was infrastructure. The causal understanding that powers marketing measurement also provides the context people and AI need to reason from the same performance data, not just report on it.”