A new technology from marketing optimization platform Convertro is helping marketers measure the effectiveness of their ads across devices.
Convertro Advanced User Matching, a technology that is part of the company’s customer-path-based platform, allows marketers to gain insights into the behavior of users as they move between a variety of devices and browsers. It provides a complete view of the combined browsing session data and the key conversion metrics required to understand which ad units are most profitable across channels, including online, television, radio, print and direct mail.
The technology links anonymous user identifiers with identifiers across multiple devices, which allows Convertro to determine the path that a user took in navigating a company’s marketing collateral prior to conversion – regardless of what device the interactions took place on. For example, if a user sees a television ad, does an immediate search on an iPad, and then makes a purchase on a laptop a week later, Convertro links the data sets so marketers can evaluate the user’s behavior pattern. This allows advertisers to observe the effectiveness of ads on television in driving conversions across other marketing channels. That being said, it is also important to note that Convertro keeps consumer privacy top-of-mind and doesn’t collect any personally identifiable information.
“For marketers to make effective decisions, they need to see the complete customer experience story: that the user watched the ad on television, immediately conducted a search on her tablet, looked the product up days later on her smartphone, and finally made a purchase via her laptop,” said Jeff Zwelling, CEO of Convertro. “That’s the kind of information that gives marketers what they need to build more profitable campaigns, and no one but Convertro can provide it.”