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Convertro Validates Privacy Compliance



Solution to anonymously analyze consumer behavior cross-channel, cross-device via its advanced, machine-learning algorithm in a privacy-friendly way

Jeff Zwelling
CEO
Converto

Convertro, a multi-touch attribution solution that helps brands and agencies optimize advertising effectiveness, has announced that it is the first pure-play marketing attribution provider to earn the respected TRUSTe certification. As the leading global data privacy management (DPM) company, TRUSTe provides privacy assessments, certifications, monitoring tools and compliance controls. TRUSTe’s certification assures Convertro’s clients that its attribution solution provides the highest level of protection for consumer privacy and safeguards personal information.

Convertro helps marketers measure, attribute and optimize conversions across all marketing channels, so companies can understand where to allocate their budgets and maximize ad performance in near real-time. Convertro’s solution takes the data that users provide through logins or email interactions and links it to corresponding identifiers on multiple devices to give marketers a complete view of customer behavior, without gathering or otherwise accessing any personal data of its clients’ users. The TRUSTe certification confirms that Convertro’s data collection and analytics, as well as its usage practices, policies and procedures, meet TRUSTe’s program requirements. As part of the verification process, Convertro also certified that its privacy practices fall within the U.S.-E.U. and U.S.-Swiss Safe Harbor Frameworks.

“Independent research found that 92 percent of consumers are concerned about their online privacy and consumer trust continues to fall,” said Chris Babel, CEO of TRUSTe. “However, good privacy practices make a difference and 76 percent of consumers are more likely to check for a privacy certification or seal. As businesses adopt technologies to help maximize their online and offline marketing efforts, they must also recognize the need to protect consumer privacy. Earning consumer trust is now more critical to brand loyalty and growth than ever before.”

Jeff Zwelling, CEO of Convertro, said “consumers constantly switch devices as they interact with a brand. For companies to know which of their marketing investments spur conversion, they need a view into this cross-device behavior. However, that view has to respect each individual’s right to privacy. TRUSTe’s certification of the Convertro solution recognizes our ability to accurately measure marketing ROI without collecting personally identifiable information.”

Convertro provides clients with actionable spend recommendations and scenario planning that empower them to confidently reallocate marketing from unprofitable sources to more profitable ones. Convertro accomplishes this by using algorithmic models that meld marketing cost and conversion data, including in-store, with customer marketing exposures captured at the most granular level. This regression-based model, combined with other proprietary technologies developed in-house, affords extreme flexibility and enables Convertro to generate spend optimizations for all marketing channels that a client may leverage, whether online (PPC, SEO, display, affiliate and social, for example) or offline (such as TV, radio and direct mail). Convertro is based in Santa Monica, Calif., and maintains offices in New York and Israel.

 

 

 








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