PathFactory has collaborated with Looker, the modern data platform, that will reinforce PathFactory's stronghold as leaders in the content engagement space. The integration of Looker within Path Analytics, PathFactory's best-in-class analytics suite, will equip marketers with even more powerful and actionable insights than ever about their marketing effectiveness.

PathFactory's best-in-class dataset solves a critical blindspot for B2B marketersit tells marketers whether or not prospects have consumed their content. Without PathFactory, marketers rely on inaccurate proxies for engagement like clicks or form fills, but are not able to gauge true content consumption and its impact on the buyer's journey. Marketers need this data to generate demand that is truly qualified and to determine which leads are sales-ready.

"PathFactory's customers frequently say that our unique dataset is one of the primary reasons they choose us over other solutions on the market," said Dev Ganesan, CEO of PathFactory. "We are thrilled to double down on these capabilities, delivering deeper and more actionable insights than ever before through Path Analytics, thanks to Looker's robust reporting capabilities."

Looker will be integrated within Path Analytics PathFactory's reporting suitetaking the power of PathFactory's industry-leading dataset to a new level. Marketers will now be able to access actionable insights that tell them where to allocate marketing spend and focus sales effort to maximize pipeline and revenue.

"Data has the ability to empower employees in virtually any business and function," said Lambert Billet, Chief Revenue Officer at Looker. "As a platform...

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