About Convertro

Convertro provides marketers visibility into the true effectiveness of different marketing channels.  The Founders, former ecommerce merchants themselves, realized the critical need to track and analyze the complete path to conversion in order to understand where to invest marketing dollars for maximum results.  This fundamental principle evolved into Convertro.

Solve Real Problems

Our focus at Convertro is to identify and solve the real-world marketing problems of our clients.  We started with Multi-Attribution, but soon realized that data quality was being compromised by cookie deletion and cross-browser/cross-device activity.  We then tackled these problems, resulting in improved performance and more accurate inputs into our marketing models.  We subsequently developed the Convertro Tag Container to solve the page load performance problems and implementation/management challenges faced by our clients who were (unsuccessfully) attempting to juggle multiple third-party vendor tags simultaneously.  Selective Pixel Firing evolved from our focus on detecting and eliminating fraud, and a desire to provide our clients a means to manage their revenue sharing partnerships by only giving credit where due.  Having better data is great, but ultimately meaningless without an ability to act on it, so we built systems to tie our data into the myriad of technologies that marketers use to buy marketing, such as DSPs, Bid Management Software and APIs into Google, Microsoft and Bing.

Invest in Technology

We understand that technology is crucial to solving some of these problems, and we invest heavily in optimizing data collection to ensure data quality and provide flexibility in data processing and analysis.  This entails solving complex Big Data problems:

• Data Collection:

  We capture and store data at the most granular level, allowing us to provide click- and impression-level visibility into user actions.  This requires us to constantly tweak the performance of our data collection systems.  We monitor all of our processes to make sure that they do not add any pageload delays/timeouts.  Similarly, we ensure that we log and collect all data required for analytics.  We constantly audit our data to ensure that it is of the highest quality – conversion data, for example, it must tie to our clients’ internal accounting.

   

• Data Processing:

Processing this immense amount of data requires us to optimize our system performance to the max.  We use Hadoop and elasticize our processes with MapReduce to ensure that we can process quickly enough to be actionable while still relevant.  Another unique feature of Convertro is our ability to reprocess data for clients who want to visualize it in a different fashion, for example by using new source classifications and attribution models.  We can retroactively apply these changes on all historic data–unheard of in the analytics world–insulating our clients from the potential long-term headaches that can result from a single poor judgment call.

 

• Data Mining and Reports:

The copious volume of data we store and the granularity we promise require us to have the best possible technologies for data retrieval and reporting.  We researched and benchmarked several tools and have implemented technologies such as Vertica, Kettle and Talend, among others, to help us extract and deliver the right insights.  For example, one of the reports that we provide lets clients set custom cookie windows for their attribution.  Another enables clients to import our raw feed into visualization tools such as Tableau and MicroStrategy.

 

• Dashboard:

Visualization of Big Data is a extremely difficult task, but our dashboard handles millions of data points and sources effortlessly.  Again, our focus on performance and technology gives us the ability to handle large amounts of data in the most flexible, visually appealing and insightful way.

Invest in Talent

Our people are our most strategic asset, and we spend considerable time ensuring that our hires are among the best in their respective fields.  As such, we have an incredible team that can complete complex tasks in short order.  We have Big Data Engineers, Data Analysts and Dashboard Engineers working to solve the most complex and challenging analytics problems.  Similarly, we have marketing experts spanning SEO, SEM, Display, Affiliate, TV and other online and offline media actively adding product features to solve real client problems.