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Proof acquires Musqot to take marketing optimization on a whole new level

Proof is proud to be adding Musqot, a leading marketing performance management (MPM) software platform and the leading Salesforce ISV partner in its’ field, to our solution. This combination is something that no other martech vendor or analytics services firm can match, delivering an end-to-end integration of ROI analytics and operational marketing planning and campaign management, enabling customers to approach marketing optimization on a whole new level.

 

“There is a tremendous desire to significantly improve the collaboration between marketing and finance”

“Proof is proud to be adding Musqot, a leading marketing performance management (MPM) software platform and the leading Salesforce ISV partner in its’ field, to our team,” said Proof founder and CEO Mark Stouse. “This acquisition was fundamentally customer-driven: there is a tremendous desire to significantly improve the collaboration between marketing and finance, starting with planning and budgeting and extending all the way to proof of market impact, business value and ROI.”

Harnessing the power of advanced regression mathematics, Proof already answers a number of crucial questions, including:

  1. Allocation: How should we allocate our marketing and sales spend to maximize revenue, margin and cash flow impact?
  2. Attribution and Optimization: How should we best understand the relative impact and value of our investments within the marketing and communications budgets, and then optimize them on an ongoing basis?
  3. ROI and Time to Value: What is the cash return on my marketing and communications investments, and how long does it take for me to see that ROI?

 

The acquisition of Musqot adds significantly to the impact and value of Proof

The acquisition of Musqot adds significantly to the impact and value of Proof. Musqot answers equally important questions concerning marketing’s financial accountability and transparency, as well as key aspects of governance and compliance. These include:

  1. Campaign Planning and Financial Tracking: How can we accurately manage our marketing and communications spend across different time periods?
  2. Financial Governance. How can we track approvals and manage the allocations of marketing spend to different stakeholders within our business?
  3. Compliance: How can we plan and manage marketing campaigns, allocate budget, retain and manage suppliers, and maintain compliance with our company’s legal and financial expectations?

Delivering an end-to-end integration of ROI analytics and operational marketing planning

Oscar Nelson, founder and CEO of Musqot, said: “Musqot enables customers to plan campaigns, manage budgets, and ensure tight governance and compliance, including everything from basic budget approval to procurement authorization and confirmation of actual marketing spend. Proof delivers the ultimate value and ROI calculation that MPM tools cannot deliver natively. This combination is something that no other martech vendor or analytics services firm can match, delivering an end-to-end integration of ROI analytics and operational marketing planning and campaign management, enabling customers to approach marketing optimization on a whole new level.”

 

This acquisition shines a bright light on financial governance, and helps leaders see how specific marketing and communications investments are contributing to the growth and financial health of a company.

Julie Brown is the head of institutional markets at Johnson Controls, a Proof customer. She is a vocal supporter of the company’s mission. “What is exciting about Proof is the transparency and accountability it brings to marketing’s relationship with the business, and how it makes the value of great marketing super clear.  We are very excited about Proof’s acquisition of Musqot. It shines a bright light on financial governance, and helps leaders see how specific marketing and communications investments are contributing to the growth and financial health of a company.”

 

2019 Milestones

In January, Proof began to move rapidly from start-up to scale-up. The company opened Proof Analytics Europe AB with an office in Stockholm to serve the European market, hiring a professional sales and marketing team led by Engman, along with one of the foremost data scientists in Europe, Professor Dr. Magnus Söderberg. Proof also recently opened Proof Analytics India with offices in Mumbai and Bangalore, led by Harshil Karia, one of the top entrepreneurs in Indian advertising and media.

 

There are hundreds of data science consulting firms doing traditional non automated MMM on an outsourced basis, and many companies have spent many millions of dollars to recruit and equip teams of data scientists. Still they can only use MMM for a few markets and product categories.

For 20 years or more, Fortune 500 companies have used multiple linear regression and other analytics techniques (Marketing Mix Modeling) to better understand the causes and effects that drive marketing impact and ROI. There are hundreds of data science consulting firms doing this work on an outsourced basis, and many companies have spent many millions of dollars to recruit and equip teams of data scientists. The market for is huge for this work, yet this approach was very expensive and very difficult to scale internally, and getting the desired results often took many weeks — even months — to achieve. These are the main reasons why these analytical approaches have not been adopted by more companies in the past 20 years.

 

Proof’s big breakthrough has been the automation of these analytical approaches, enabling customers to reduce the costs of these analytics by 90 percent.

Soderberg said, “Proof’s big breakthrough has been the automation of these analytical approaches, enabling customers to reduce the costs of these analytics by 90 percent or more, scale quickly and easily, and collapse the analytical time from months to minutes. We also can augment the automated computations with more custom non-linear optimization calculations — a highly desirable custom service that the customers we work and speak with are very eager to pay for. In 2020, even these calculations will be substantively automated in the Proof platform.”