San Francisco-based Marin Software has announced its latest partner – DataSong, an analytics company that provides a solution for revenue attribution and customer targeting.

Marin Software provides a revenue acquisition management platform, which marketers use to make their advertising spending more effective. DataSong taps into retailers’ data to understand what retailers’ customers are doing online as well as offline, giving retailers a better grasp of their ROI.

In a press release issued today, Marin said it would be leveraging DataSong’s ability to drill down into data to glean insights, making that ability available through its own platform. With DataSong now becoming a certified MarinConnect partner, the combined services will help retailers know more about consumers’ online and offline experiences through paid search advertising.

Using MarinConnect, marketers can connect sources of data that weren’t connected before, like cost, contextual, and revenue data, and put them all into one unified interface. So in the case of DataSong, this means customers of both Marin and DataSong will be able to measure and optimize their paid search efforts for all of their marketing campaigns.

“Rarely does a customer purchase an item the first time they come in contact with a brand,” said Jason Young, senior director of product marketing at Marin Software, in a statement.

“Understanding the path a customer takes to purchasing a product is key. By partnering with DataSong, not only do advertisers gain an understanding of the influence paid search had on a purchase but advertisers are able to execute a more informed paid search bidding strategy.”

Marin has been steadily adding different integrations and partnerships in an effort to build out its marketing platform. Last week, it announced it was adding support for Google Shopping Campaigns. Next month, Google Shopping Campaigns will be the only way to manage Product Listing Ads for Google AdWords.

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