a bigger pie
Historically, CMOs have managed media buying by delegating different channels to different managers and vendors. Under this approach, each “silo” reports (and therefore optimizes) separately, resulting in multiple channels taking credit for the same conversion, and optimizations that neglect to account for the impact on other channels. A common experience has been decreasing TV spend to increase that of digital, with the effectiveness of digital collapsing in both reach and conversion efficiency.
Today, consumers are likely to concurrently interact with many (if not all) marketing channels, freely crossing between offline and online and frequently switching devices from smart phones to tablets to computers. To optimize marketing expenditure, the individual return or ROI of any given touchpoint needs to be understood according to the role it played in the customer's buying decision and full path to conversion. Did it introduce the customer to your brand, influence their purchasing decision, or finally entice them to convert? Looking at channels outside of the full funnel of touchpoints that the customer goes through on their path to conversion produces inaccurate data and results.
Convertro incorporates data from all channels, tracks all marketing touchpoints, and optimizes accordingly. Our algorithms have been built and refined over several years by our data scientists, big data engineers, and marketing experts, and are continually tested and improved by working with the world's top brands, advertisers, and agencies. The best optimizations increase the size of the overall pie; they don't simply change the size of the slices. In this way, Convertro means results, and leads to an overall increase in both revenue and profitability.