ThinkVine developing more marketing products in Cincinnati with $8 million in funding

Cincinnati-based marketing optimization software company ThinkVine recently announced that it had secured more funding that will help it develop additional ways to help advertising firms launch cross-channel campaigns and make their efforts more automated.

"It's a pivotal time for both ThinkVine and the industry as continued media fragmentation and an increasingly complex set of marketing choices are forcing business-to-consumer marketers to find new ways to plan and adjust their marketing," stated Mark Battaglia, ThinkVine chief executive officer.

ThinkVine said its products aim to make ad agencies' jobs easier, by creating tools that will give them insight into how their marketing materials are affecting consumers buying decisions. Battaglia also noted that by knowing which efforts are performing better than others, organizations will be able to devise strategies that maximize their marketing ROI. In addition to using the $8 million in Series C investment to "accelerate delivery" of its products, the company will also apply some of the funding toward its own sales and marketing goals.

With the proliferation of channels used for marketing purposes, adopting tools to automate the process can give advertising firms and their clients a competitive edge. In an article for Business 2 Community, Bob James writes that marketing automation can lead to greater collaboration between the promotional and sales teams in an organization, which may have a positive impact on their performance.