Convertro CEO Jeff Zwelling was featured on the Radio and Television Business Report website. From the article:
Even as online ad revenues climb, industry experts say that 97 percent of video watching still occurs on television, and TV marketing retains its broad reach. For advertisers with wide-ranging audience targets, high average order value or significant gross margins, TV remains a good bet. Understandably, though, few companies want to wager based on gut instinct, especially when the initial investment in TV requires substantial upfront spending for creative services and media buys. Smart marketers prefer an accurate view of what they are getting for those expenditures, and successful agencies find reliable, value-added ways to give it to them. This is where customer path attribution comes in.
The best way to demonstrate return on investment to any client is to continuously test, measure and improve (the “TMI cycle”) on the marketing mix. This strategy simply does not work without customer path attribution, which relies on cross-channel, cross-device algorithms to reveal a comprehensive view of customer behavior and the full path to conversion.
Read the full article at Radio and Television Business Report.