LinkedIn Acquires Marketing Analytics Platform Oribi

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LinkedIn will also open an office in Tel Aviv, with several members of the Oribi team expected to join

LinkedIn has announced that it’s acquiring Israel-based marketing analytics company Oribi to boost its marketing solutions offering, As it seeks new ways to help businesses capitalise on its ad and recruitment tools, and maximize performance across its platform.

Oribi’s analytics tools enable simplified event tracking and response, by highlighting the key insights that you need to take action on to capitalize on performance trends.

“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,” said LinkedIn.

One of Oribi’s main selling points is its code-free ‘Magic Events technology’, which tracks every action that visitors take on your website in order to provide more specific insight into key behaviours that you can then use to optimise performance. It tracks direct actions and grouping them into behaviors, which you can then use for deeper analysis. But regardless, the idea is that this will enable better response tracking without the need for third-party cookies or in-app tracing, which could help LinkedIn better align with emerging privacy trends.

As part of the acquisition, LinkedIn will also open an office in Tel Aviv, with several members of the Oribi team expected to join LinkedIn in the new office. While it will likely remain a paid offering with LinkedIn’s add-on functions, it could eventually provide significant benefits for those looking to maximize their LinkedIn performance.