Origami Logic – Helps Global Brands Measure The Marketing Signals That Matter

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Origami Logic is a marketing analytics firm based in Menlo Park, CA with its roots in Israel. The company earlier this year raised $25 Million Series C financing round, bringing total funding to $49.3 Million. Origami’s Marketing Signal Measurement (MSM) platform empowers companies to convert all of their marketing signals into the actionable business insights they need to optimize multi-channel campaigns. Below is our interview with Opher Kahane, co-founder and CEO of Origami Logic:

Q: What’s the best thing about Origami Logic that people might not know about?

A: Our ego-less culture. We are incredibly selective when it comes to hiring people because we know that our employees set the tone for the culture of our company. We hire people who leave their ego at the front door, and that attribute is a key element of our culture and success. We believe that doing what’s best for our customers and our business ultimately proves to be what’s best for us individually and as a team.

Q: Can you give us more insights into your marketing technology solutions?

A: Being a marketer today is exciting but also very difficult. Digital marketing has transformed the marketing discipline. Where marketing used to consist of activities that had a long design and development phase (as well as a long lifespan), most marketing activities now take much less time to develop and have a much shorter lifespan. As a result, brands now execute more activities simultaneously than ever before, whether they are display ads, social campaigns, or television commercials. So on the one hand, marketers have a lot more ways to reach their audiences, but on the other hand, each of those activations generate their own set of information, data, and signals related to performance and effectiveness. Being able to measure all of the marketing signals and understand what adjustments need to be made is not easy. Origami Logic was founded to help marketers with this problem.

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We have developed a Marketing Signal Measurement (MSM) platform that empowers companies to convert all of their marketing signals into the actionable business insights they need to optimize multi-channel campaigns. The platform helps marketers harvest, refine, analyze and activate marketing signals. Key capabilities by stage include:

• Harvest: Origami automatically harvests signals–metrics, creatives, and metadata–across all data sources.
• Refine: Origami cleanses the signals, harmonizes them across all channels, and enriches them with additional information to ensure meaningful interpretation.
• Analyze: Origami puts signals in context and aligns results with what an organization wants to measure, whether it’s KPIs such as ROI or Reach, or categories such as products, geos, and campaigns.
• Activate: Origami delivers results and insights to stakeholders in consumable formats (reports, alerts, etc.), so that they can easily understand and act on the information.

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Q: What advantage does Origami Logic have over its competitors?

A: There are two very related elements that enable our solution to stand out: 1) our focus on the marketing domain; and 2) our obsession with marketing data.

While there are many measurement solutions available, most are horizontal in nature. The problem with this approach is the “jack of all trades, master of none” issue. At Origami Logic, we understand that today’s marketing organizations are dealing with a unique data ecosystem, one in which the vast majority of data comes from third-party platforms and services. Having to bring together data from a variety of third-party data sources is a monumental task, and it requires an incredible amount of focus to understand the nuances of the platforms, APIs, and systems. We founded our company with the sole purpose of delivering tremendous value to marketers by focusing on the marketing domain and having detailed knowledge of the different data sources. Our focus and knowledge has enabled us to deliver a solution that makes it easy for our customers to get the insight they need to improve the effectiveness of their marketing efforts.

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Q: What can we expect from Origami Logic in 2016?

A: We recently raised $25 million, which brought our financing to date to just shy of $50 million. We will be using the funds to grow our organization aggressively across the board. Specifically, we will be expanding our development teams in the SF Bay Area and growing our new office in Tel Aviv, as well as building out our global sales and marketing organizations. Our continued growth will enable us to deliver more capabilities to more customers in 2016.