The Vancouver-based conversion intelligence platform Unbounce has announced the acquisition of LeadsRX, a marketing performance and attribution solution. Unbounce serves primarily small and medium-sized businesses and the acquisition should improve the ability of customers to evaluate customer journey touchpoints and optimize ad spend.
LeadsRX enables the evaluation of multiple touchpoints, including digital, radio, TV, podcasts and streaming services, providing data to support the optimization of customer journeys. Unbounce offers a landing page builder solution for marketers as well as AI tools to develop high-converting campaigns.
Why we care. In theory, digital should be a major leveling factor, allowing SMBs to compete with big commerce players. It’s not, after all, about high-street footprint. In practice, of course, although software is available to orchestrate complex, personalized, omnichannel customer journeys and report on attribution, that software can be expensive and a drain on operational resources.
It’s interesting to see initiatives to extend some of these capabilities to smaller businesses.
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.