Convertro, a division of AOL Platforms and leading provider of multi-touch attribution technology, announced today that the 2014 Forrester Research, Inc. report titled “The Forrester Wave™: Cross-Channel Attribution Providers, Q4 2014” has recognized Convertro as a leader.
Convertro was named a leader thanks to its strong product offering and strategic vision, punctuated by investments in integrating television insights data across the entire customer purchase path to measure cross-channel impact.
“AOL acquired Convertro earlier this year after evaluating all of the multi-touch attribution solutions in the space, understanding that brands and agencies want to have a holistic view of their target customers across their journey through the marketing funnel,” said Bob Lord, Global CEO of AOL Platforms. “We believe Forrester’s assessment of the space is yet another validation of Convertro’s technology and of AOL Platforms’ commitment to accelerating the innovation within an open technology stack.”
Technology providers were evaluated based on 56 criteria, and only providers with an advanced algorithmic approach, experience with cross-channel integrations, and aggressive growth were included in the research. Forrester cited Convertro as making “a big leap forward as a Leader in the cross-channel attribution space,” pointing to the company’s “clear vision to improve the speed of insights to action and give marketers the ability to instantly correct course.”
Convertro had among the highest scores in several categories, including in these areas:
- Partnerships, with extensive services and technology partnerships;
- Attribution technology interface, which includes sub-criteria such as solution scalability, client satisfaction, user interface product updates and releases, and client-requested product updates;
- and, Product strategy, with the report citing Convertro’s clear vision to improve the speed of insights to action, giving marketers the ability to instantly course correct.
"We are honored to be named a leader in cross-channel attribution by an independent firm and having our team recognized for what we consider to be the great strides they continue to make,” said Jeff Zwelling, CEO, Convertro. “As part of AOL Platforms, we are bringing together the power of attribution and programmatic, putting data to work like never before in providing clients with unique visibility into and actionable recommendations for their advertising investments.”
Convertro’s multi-touch attribution technology will be available as part of ONE by AOL, the first platform to empower brands and agencies not only with a holistic view of the consumer’s journey through the marketing funnel, but also with the ability to act upon consumers’ insights in real-time. Convertro will be a native integration for ONE, however the open and modular nature allows integrations with any attribution solution.