ROIVENUE VS. ​AOL (CONVERTRO)
​COMPARISON

Roivenue vs. AOL (Convertro)

Comparing different vendors based on their website info with heavy marketing lingo or making heads and tails from a few sales pitches can deem a tricky and drudgery task. That’s why we made a structured comparison of 15 key attributions features between Roivenue and AOL Convertro.

Attribution Scorecard 2018

Have a look at our comparison of features across the attribution platforms

Feature	ROIvenue	AOL (Convertro)
Final Score	15	8
Cross-channel AttributionVendors are able to provide multi-touch cross-channel attribution (TV + Digital + Print, etc.)
Unified Marketing Mix ModelVendors are able to integrate Marketing Mix Modeling with Multitouch Attribution Modeling within the ecosystem
IndependenceVendors are not owned by an agency, research company, DSP or adexchange
Cross DeviceVendors are able to provide Cross Device matching and deduplication within the platform
Viewbility and fraud of adsVendors have either a fraud detection system or its algorithms assign zero weight to non-viewed and fradulent ads
Multiple and custom DDA modelsVendor provides more than one Data Driven Attribution model and are able to customize the model for each client
Separate Acquisition and Retention AttributionVendor have the capability to distinguish between first time buyers and repeated buyers and are able to calculate attribution separately for acquisition and retention campaigns
Automatic model updateAttribution calculations run all the time and don't require a manual refresh
CLV AttributionVendors are able to calculate CLV of customers and optimize for it as well as for a single-purchase scenarios
Data Export and BI IntegrationsVendors are not locking clients in silos. They have a public API and BI integrations for data export and further analysis
Attribution path lengthVendors are able to feed the algorithm with customer journeys of unlimited length (number of touchpoints)
Impression based (view-through) AttributionVendors are able to incorporate impression based data from multiple DSPs and ad networks into attribution calculation
Fast onboardingVendors are able to get the client up and running under two months
Customizable Channel definitionClients are able to define their own channels and which traffic and ad goes into that channel across different platforms and set-up their level of granularity with which they want to see results of Attribution modeling
CostThe cost of the solution is less than $250,000/year
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Have a look at the full rankings of the Attribution Scorecard 2018

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What is AOL (Convertro) missing?

Independence

Over the last few years several major attribution vendors were acquired by major digital ad players.  Which in turn made a lot of clients feel uncomforable with their results. Some even abandoned those providers altogether. When looking for the ultimate source of truth clients are now opting for solutions that are independent of agencies, DSP or adexchanges.

Simple math: Ad served ≠ Ad viewed.
​
​Viewability helps to count only impressions that are actually seen by the user. With ad fraud going through the roof, providers who are not able to distinguish between served and viewed impressions are not doing their clients a good service.

Viewability and
​Ad fraud treatment

Multiple and custom
​DDA Models

Data-driven Attribution Models are offered by number of vendors, however for most of them the computations themselves remain a "black box" - no one will tell you how it works and you just have to trust the algorithm, take it or leave it.

​We at Roivenue for one hate that. That’s why we provide three different data-driven models. We can tell you exactly how the math being them work. And if you’re still not happy we can import your own model into the platform.

We don't have to tell you that it costs 5–10 times more to attract a new customer than to keep an old one. You probably also know that totally different channels, tactics and messaging are used for these two separate disciplines. So why would you work with a provider that puts all that in the same bucket?
 
Calculating attribution for acquisition campaigns together with those targeted at repeated buyers just makes no sense at all. Just saying.

​Separate Acquisition
​and Retention Attribution

​CLV Attribution

Using CLV, marketers get a powerful tool to help them invest in channels and users with the biggest potential in the long-term. Once you know your cost of acquisition and your CLV, you can get on real stuff - optimizing. Simply put, you can spend more money on acquisition because you simply know it is gonna do wonders. That is exactly how the fastest growing players increase the value of their customer base.
 
Not having this capability within the system on the other hand is then a pity at least. More likely a disaster if you think about it.

We hate silos.
 
Companies today have a lot of data centers and clients don't have to be locked out of it. A reasonable question to ask would be whether your vendor is providing you with the opportunity to make a further use of those data. Wide-ranging possibilities of data usage can help you to produce a meaningful analysis - doesn't matter if you are marketer, analyst or just curious. 

Data Exports and
​BI Integrations

​​Customizable Channel Definition 

​We believe, you should be able to work with marketing channels in the same way you are used to work with them, evaluate them or conceptually think about them. Anything else is a compromise at the very least, leading to an inability to take proper optimizing action.
 
Maybe you don't want to see Adwords but you want to split it into search, Youtube, PLA, DSA and GDN. Mabye you want to go even deeper and see the attribution coefficients for every single campaign in AdWords separately. Or on the other extreme – you want to combine display campaigns from different DSPs into one overarching channel.
Luckily Roivenue allows you to define your own channel and what traffic and ads go into it. Be plain sailing. ​​​

What does Roivenue offer on top of that?

• A dedicated Customer Success Manager (no, we don't mean an outsourced chat support person but a person who has helped CMOs of many brands with attribution before you).
• Eight week training programme as a part of the deal.
• Discount for longer commitment.​​
• Experienced Business Consultants that can help you make meaningful budgetary decisions.
• A chance to be a beta-tester of our new features and have a reasonable chance on influencing the future development of the product.
• Team that breaths to accommodate any needs you may have.​
• Unlimited number of users.
• Share data easily with your agency.
• Integrate unlimited amount of goals.

Check our case studies and what our clients say about us

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