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By Tony Lanni, director of corporate marketing

A lifetime is made up of a series of different milestones, and online retailer Beau-coup’s mission is to help people celebrate life one event at a time. Similarly, an advertising campaign consists of multiple exposures and touchpoints that lead a customer to a conversion, and Convertro’s customer path technology shows marketers the value of each individual touchpoint or ad unit.

Beau-coup’s marketing team was experiencing difficulties in measuring the value of its advertising campaigns, which consisted of paid search, display ads, Facebook ads, comparison shopping engines and additional assets. Rather than continuing to rely on a time-consuming pay-per-click performance management tool or potentially biased feedback from advertising partners, Beau-coup turned to Convertro in 2009.

Since implementing Convertro, Beau-coup has been able to optimize its channels and increase returns on its advertising campaigns. With access to a comprehensive attribution solution, Beau-coup can determine the value of each ad placement as well as distinguish between which ad placements lead to conversions and which placements are not delivering results. Customer path attribution has allowed Beau-coup to see inside its advertising campaigns and increase its revenue by 16.7 percent, site traffic by 16 percent and number of conversions by 20.5 percent.

Click here to learn more about how attribution achieves these results.