Convertro was borne out of our frustration with the limitations of the marketing measurement and optimization tools available on the market: in running our own retail business, we simply couldn’t get a clear picture of what marketing was leading to ROI-effective sales and what was burning through our budget. So we decided to build our own comprehensive platform. Turns out, it worked so well that we decided to further productize it and make it available to others who felt the same way that we did.
We use Customer Path Attribution to track every interaction that customers have with your marketing. This includes cross-device, cross-browser, and covers all available channels including TV, radio, in-store, call center, direct mail, and all online channels. We can uniquely see the full and complete path that your customers take to conversion, from seeing an ad on TV to searching on their smart phone to clicking on a display ad on their laptop. This is the only way to get an accurate view of what marketing is driving sales. To do this requires Big Data, which Convertro invests heavily in.
In our Customer Path Attribution, we utilize the most sophisticated and advanced regression models available in the market today. Our algorithms have been built and refined over several years by our data scientists, big data engineers, and marketing experts, and are continually tested and improved by working with the world's top brands, advertisers, and agencies. This allows us to show you the ROI of everything from individual marketing touchpoints to entire media channels, allowing you to go beyond data-driven marketing to marketing based on results. We use this information to programmatically make very granular and specific recommendations to improve your results. Simply put, we allow you to move dollars from inefficient and fraudulent marketing sources to efficient ones.
We offer both online marketing optimization capabilities and robust tools to incorporate the impact of traditional media including television advertising. As a result, Convertro is able to answer some of the toughest questions facing marketers today:
- Calculation of frequency caps
- Assessment of TV's impact on digital marketing
- Maximum bid amounts for keywords
- Value of the view through conversion
- Optimal marketing mix with forecasts