SOURCE: Covario, Inc.

Covario, Inc.

February 02, 2011 10:00 ET

Covario Cross Media Dashboard Provides Analytics for Online and Offline Attribution Analysis With Addition of Broadcast Media Insight

Scalable Media-Mix Modeling Platform Helps Advertisers Analyze All Media Expenditures

SAN DIEGO, CA--(Marketwire - February 2, 2011) - Covario, Inc., one of the nation's largest independent providers of Software as a Service (SaaS) and cloud-based software solutions for digital marketers, today announced a major enhancement to its Cross Media Optimization (CMO) Dashboard™, which for the first time gives marketers a scalable platform to analyze all of their media expenditures -- both online and off.

Since traditional offline media typically represents the vast majority of most marketers' ad expenditures, this new offline addition to the platform, called Broadcast Media Insight, is a key upgrade for advertisers who want to assess the total media mix and the value that should be attributed to each channel within it. 

"Consumers don't act within channels; they act across channels," stated a December 2010 independent research report by Forrester Research Inc. Entitled "Upgrading Your Interactive Measurement Strategy," the report addresses the value of cross-media attribution modeling at length and goes on to say: "Cross-channel measurement... will be table stakes in just a few years as its value in driving tangible benefits to the bottom line becomes increasingly clear. Marketers can achieve these benefits today by diving into cross-channel measurement full on." 

Covario Broadcast Media Insight™ nicely complements the online and digital marketing analytics previously available within the overall platform. Marketers now have access to a complete and constantly updated picture of their advertising expenditures, integrating online data for display ads, paid search, SEO (search engine optimization) and social media buzz, with traditional channels like TV commercials, radio spots, print ads and billboards. 

"With this enhanced CMO Dashboard in place, marketers can evaluate and take full advantage of the interrelationships between online and offline ad spending," said Craig Macdonald, chief marketing officer of Covario. "Not only have we made this possible, we've made it operational. Advertisers can use this continuous intelligence platform to bring accountability to their agencies, as well transparency to internal counterparts in finance and procurement."

Macdonald added that marketer access to this ongoing stream of independent, cross-media data will lead to better decision-making based on analytics that are effective and timely.

One of the features of the platform's Broadcast Media Insight enhancement is its integration with the key media data systems used by ad agencies to manage billings for offline advertising -- specifically Donovan Data Systems, Media Bank and Nielsen. 

All of the elements of the Covario CMO Dashboard, including both the online and the offline media analytics, can be organized by geographic region, by business unit or sub-brand, and by campaign. 

"Our goal is to answer a traditionally intractable marketing question," Macdonald said. "How should I allocate media spend to drive maximum sales?"

Macdonald said this is a marketing challenge that has not been addressable on a continuous basis until now.

"With the CMO Dashboard, we've taken a unique econometric approach to attribution modeling that distinguishes it to the point where global advertisers can actually see -- all in one place -- how changes in spend for one media channel impact the ROI of other channels in the media mix," Macdonald added. "Given that our process requires no complex IT manipulation, encompasses both online and offline media in determining media attribution, and provides complete visibility across all media channels, we know it can help advertisers quickly drive brand lift to new heights."

About Covario™

Covario, Inc. is among the nation's largest independent SEM (search engine marketing) and SEO (search engine optimization) solutions providers, offering both software and agency services for paid and organic search management. Covario provides large global organizations with robust solutions for paid search advertising, organic search (SEO), social media and display advertising. Covario enables complex and distributed organizations to control their brand integrity; ensure budget transparency; and deliver quantifiable results across business units, distribution channels and languages. Headquartered in San Diego, the company's growing customer base includes some of the world's best known brands in technology, retail, ecommerce, financial services, consumer electronics, media, entertainment, publishing and consumer packaged goods. More information about Covario is available by calling 858.397.1500 or online at http://www.covario.com.

Contact Information

  • Contact:
    Rick Clancy
    Sr. Director, Public Relations
    858-397-1500, ext. 1643 office
    rclancy@covario.com