Comments on: Convertro Tackling Cookie-Free Attribution For Digital Marketers Says CEO Zwelling http://www.adexchanger.com/online-advertising/convertro-cookie-free-attribution-zwelling/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Marc A Meyer http://www.adexchanger.com/online-advertising/convertro-cookie-free-attribution-zwelling/#comment-5179 Marc A Meyer Thu, 11 Mar 2010 17:04:50 +0000 http://www.adexchanger.com/?p=15845#comment-5179 Hi Jeff, I'm running a panel next week on last click attribution at OMMA in SF. I'd love to exchange a couple of emails with you about your approach and how it differs from those of my panelists. I'm impressed by your article and the technology you allude to, and if I have enough information on this, will incorporate it into the discussion. If you're interested in informing me a bit further, please email. Thanks, Marc Meyer Hi Jeff, I'm running a panel next week on last click attribution at OMMA in SF. I'd love to exchange a couple of emails with you about your approach and how it differs from those of my panelists. I'm impressed by your article and the technology you allude to, and if I have enough information on this, will incorporate it into the discussion.

If you're interested in informing me a bit further, please email.
Thanks,
Marc Meyer

]]> By: Jeff Zwelling http://www.adexchanger.com/online-advertising/convertro-cookie-free-attribution-zwelling/#comment-4907 Jeff Zwelling Thu, 18 Feb 2010 23:16:40 +0000 http://www.adexchanger.com/?p=15845#comment-4907 @J. McFarland - Thanks for the compliment. 1) With respect to view-thru conversions, we do in fact track them but DR is truly our bread and butter. We can upload view-through files and then treat them as a unique marketing events or use some A/B testing to determine what fraction of an allocation should be. But end of the day, we prefer to treat view-thru as a vehicle to drive clicks. 2) That's easy with Convertro. We produce a value per click. You test a new channel and we'll tell you how much proportional revenue that channel drove. If it meets your ROI thresholds - spend more; if it doesn't, optimize or remove. @J. McFarland -

Thanks for the compliment.

1) With respect to view-thru conversions, we do in fact track them but DR is truly our bread and butter. We can upload view-through files and then treat them as a unique marketing events or use some A/B testing to determine what fraction of an allocation should be. But end of the day, we prefer to treat view-thru as a vehicle to drive clicks.

2) That's easy with Convertro. We produce a value per click. You test a new channel and we'll tell you how much proportional revenue that channel drove. If it meets your ROI thresholds - spend more; if it doesn't, optimize or remove.

]]> By: J. McFarland http://www.adexchanger.com/online-advertising/convertro-cookie-free-attribution-zwelling/#comment-4900 J. McFarland Thu, 18 Feb 2010 19:22:04 +0000 http://www.adexchanger.com/?p=15845#comment-4900 This is one of the best interviews I've read on this site. It really shows when a company has used its own product before bringing it to market. Two thoughts: 1) No cookies? What about view-thru conversions/attribution (i.e. the revenue lifeblood of most of this site's readership)? 2) Ecommerce marketers seem to me to care more about the _incrementality_ of a channel/vendor than they do simple attribution. Yes, I can redistribute spend more appropriately within my existing channels, but how am I going to measure _new_ channels of customer acquisition? This is one of the best interviews I've read on this site. It really shows when a company has used its own product before bringing it to market.

Two thoughts:

1) No cookies? What about view-thru conversions/attribution (i.e. the revenue lifeblood of most of this site's readership)?

2) Ecommerce marketers seem to me to care more about the _incrementality_ of a channel/vendor than they do simple attribution. Yes, I can redistribute spend more appropriately within my existing channels, but how am I going to measure _new_ channels of customer acquisition?

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