With survey after survey continuing to document the struggles marketers have measuring return on investment for their digital programs, Birst, Inc. has become the latest analytics vendor to throw them a lifeline. The company today is announcing enhancements to its Birst Marketing Analytics Accelerator that pull together data from multiple website tracking, marketing automation, customer relationship management and other customer-focused applications into what it calls “a single version of the truth.”

Birst is addressing a well-documented problem that has emerged from the profusion of reporting systems that are tied to point solutions, such as email marketing and sales automation. Marketing automation suites have gained popularity as a way to harmonize customers’ online activities like website visits, email clicks and registrations into a unified view, but output is geared more toward reporting than analytics.

Birst said is uses a patent-pending technology called Automated Data Refinement to rapidly unify data from major marketing  automation platforms from Marketo, Inc. and Oracle’s Eloqua as well as analytics platforms from Adobe Systems, Inc., Google, Salesforce.com, Inc.’s ExactTarget, NetSuite, Inc., SAP SE and traditional databases and data warehouses. The interface provides search-based analytics, reporting, dashboards and visualizations. Users have the option of choosing preferred attribution styles, such as first-touch and last-touch, as well as multi-touch attribution styles like linear and time-decay models. Multi-touch attribution is a relatively recent capability that attempts to connect a person’s online activities to purchases in a physical store.

With $129 million in funding under its belt and expectations of an initial public offering swirling, Birst has been moving quickly to execute on its goal of making analytics more accessible to mere mortals. Last month it launched the Birst 5X Adaptive User Experience, a platform that is meant to accommodate a wide variety of user preferences for data manipulation and display. The company has built a head of steam in a crowded market thanks to its decade-long track record and a two-tier approach to analytics that minimizes time-consuming data extraction and transformation procedures.