The key to what Convertro does is big data, and Zwelling maintains a team of veteran data engineers, many veterans of security giant RSA, in the company’s Israeli office. The company uses that data to track user behaviors across devices—your phone, your tablet, your computers—building up a massive database of consumer activity that allows it to then determine how anonymous users are behaving. If no one is making purchases based on ads they see on phones, the brand will know. And if they are buying a lot of clothes but making the actual purchase on their computers, brands won’t freak out about spending on mobile ads, either. The tool works best with purchases big enough to take some consideration–the kind that you’d discuss with your partner or friends and not make all at once.
That’s why it’s crucial for someone like Antonio Guzman, digital marketing manager at custom suit company Indochino, to use path matching of users to know how he’s reaching shoppers. Indochino sends out emails to subscribers and previous purchasers as well as markets across digital. The company has tools to track how users behave when on the company website, but uses Convertro’s matching to see how effective its emails and ad dollars are perfoming.
“Part of it is justifying where you are spending your money and why,” Guzman says. “We make budgeting decisions based on what channels are working well, and to get a confirmation to turn the lights on.”