LinkedIn has announced the acquisition of Israel-based marketing analytics company Oribi to expand its marketing solutions offering as it seeks new ways to assist businesses profit on its ad and recruitment capabilities and maximize performance across its platform.
Oribi's analytics tools make event tracking and response a lot easier by highlighting the crucial data you need to act on to capitalize on performance trends.
According to LinkedIn:
"Understanding which channels and messages have the greatest impact on the decision to take the desired step, such as a buyer requesting a product demo or a job seeker applying to a job posting, is critical to the effectiveness of any marketing campaign. Through the integration of Oribi's technology into our marketing solutions platform, our customers will benefit from enhanced campaign attribution to optimize the ROI of their advertising strategies."
Oribi's main selling point is its code-free 'Magic Events technology,' which analyzes every action visitors take on your website to provide more granular insight into critical behaviors that you can utilize to optimize speed. It entails tracking direct activities and categorizing them into behaviors, which may be used for more in-depth analysis. However, the idea is that this will allow for better response monitoring without the need for third-party cookies or in-app tracing, which may help LinkedIn better fit with growing privacy trends.
The specifics of how these tools would work in a LinkedIn context aren't yet apparent, but the main goal will be to tie your website visitor activity to your LinkedIn performance, resulting in various optimization benefits.
LinkedIn will also create an office in Tel Aviv as part of the deal, with several members of the Oribi team expected to join LinkedIn in the new location.
"Oribi's team brings deep analytics expertise that will help us accelerate the capabilities of our attribution technology across our lines of business - from helping a marketer find better leads to a recruiter identifying the right candidates."
While it will most likely remain a premium service with LinkedIn's add-on functions, it could eventually give a significant advantage for individuals trying to maximize their LinkedIn success.