Overview
Northbeam is a marketing analytics platform designed to enhance marketing profitability through comprehensive measurement capabilities. Its architecture revolves around first-party data collection and direct integrations with ad platforms to deliver accurate ad performance insights. The platform excels in multi-touch attribution (MTA), providing a laser-accurate view of customer touchpoints across all channels, from initial awareness to final conversion. Media mix modeling (MMM) enables users to create flexible forecasts and budget scenarios for optimizing spend. Northbeam Apex supercharges ad delivery by directly integrating ad performance data into ad platform algorithms, improving ROAS and CAC. The platform's Clicks + Deterministic Views attribution model attributes revenue to view-through marketing and impressions, not just clicks, measuring the impact of video-based reach campaigns. It helps in reducing wasted ad spend and optimizing budgets by pinpointing the ads that are actually driving demand.