Many of the key metrics on which marketers depend to measure the effectiveness of traditional advertising don’t carry over too well to more modern means of engagement like native content, creating a vision gap that an outfit called BrightEdge Inc. hopes to remedy. Its answer to the challenge is a pair of new services that employs analytics in order to bridge the gap.

The campaign monitoring is performed by Content Atlas, a cloud-based dashboard that taps into the startup’s massive database of browsing records to measure the interest that a particular piece of content generates around a subject. Its algorithms assess the entry’s contribution to a company’s brand awareness and the likelihood of customers buying its products as a result.

Content Atlas then correlates the data with an organization’s transaction logs to try and identify which purchases can be credited to its content marketing efforts, thus helping marketers directly measure the return on their campaigns. Any matches that come up are automatically incorporated into buyer profiles that continue to be updated with additional activity data over time in order to help track loyalty.

Organizations are able to act upon that information using Intelligent Experience, the other offering introduced as part of the launch, which gives users the ability to compare the effectiveness of their promotional content with competitors’ and provides recommendations on where they can improve. BrightEdge sees quite a market for the technology, with a recent internal poll having found that 59 percent of organizations don’t have their content budgets aligned with performance.

Image via BrightEdge