In a bid to further help out businesses make the most of its ad and recruitment tools and maximize performance across its platform, LinkedIn announces that it has acquired Israel-based marketing analytics company Oribi to boost its marketing solutions offer.
As LinkedIn explains:
“Understanding which channels and messages have the greatest impact on the decision to take a 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 Acquired
Oribi has efficient analytics tools that enable simplified event tracking and response. It highlights key insights that users have to take action on to capitalize on performance trends. Interestingly enough, one of Oribi’s main selling points is its code-free ‘Magic Events technology’ that tracks each action that visitors take on your website to provide more specific insight into key behaviors that help in optimizing performance.
Check out this ‘Magic Event Builder’ trailer by Oribi. Though it’s hardly magic – it’s simply tracking direct actions and groups them into behaviors, to be then used later for deeper analysis. Regardless, the main idea is that this will enable better response tracking without the need for third-party cookies or in-app tracking. That could help LinkedIn better align with emerging privacy trends.
How Oribi and its tools will operate in a LinkedIn context isn’t entirely clear just yet, but the basic impetus will be to connect your website visitor activity to your LinkedIn performance, providing a range of optimization benefits. As part of the acquisition, LinkedIn is also opening a new office in Tel Aviv, with several Oribi team members expected to join LinkedIn in the new office.
“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.”
The Wrap
Acquiring Oribi opens new opportunities for LinkedIn, albeit being more discrete ones. Either way, it could be a big update for LinkedIn tools, despite remaining as a primarily paid offering, at least for now. Gathering more add-on options could eventually provide significant benefits for those looking to maximize their LinkedIn performance.
Besides, acquisitions rarely operate at 100% integration right off the bat, especially if they’re of a significantly different format than the one who acquired them. So how Oribi will affect LinkedIn is too early to gauge as of now. Given time enough data, and testing, Oribi might yet prove to be a keeper catch for LinkedIn.
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