LinkedIn has entered into an agreement to buy Oribia, an Israeli marketing analytics company, to further help customers gain practical insights, make smarter decisions and achieve business results.
Through integrating Oribi technology into our marketing solutions platform, LinkedIn said its customers will benefit from improved campaign attribution to optimize the ROI of their advertising strategies.
As part of the agreement, LinkedIn will also open a new office in Tel Aviv, Israel, expanding our international presence and helping to further increase the value we deliver to our members and clients around the world. The financial terms of the contract have not been announced.
Tomer Cohen, product director at LinkedIn, described Tel Aviv as a market known for talent and innovation.
He said: “After closing the transaction, several members of the Oribi team, including founder and veteran entrepreneur Iris Shoor, are expected to join LinkedIn and be housed at the Tel Aviv office.
“Oribi’s team brings in-depth analytical expertise to help us accelerate the capabilities of our attribution technology across all of our lines of business – from helping the marketer find better clues to a recruiter identifying the right candidates. This acquisition will expand our international presence so that we can continue to deliver products that meet the growing needs of our global customers and members. ”
He added that today’s retailers rely on multiple strategies to reach their audience.
He said: “Understanding which channels and messages have the greatest impact on the decision to take the desired step, such as a customer looking for a demo product or a job seeker applying for a job ad, is key to the effectiveness of any marketing campaign. Through the integration of Oribi technology into our marketing solutions platform, our customers will benefit from improved campaign attribution to optimize the ROI of their advertising strategies.
“This means that our customers will be able to more easily measure conversions on a website with automated tagging and code-free technology, as well as build a more effective audience, all in a way that design comes first.”
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