SEMDirector Branches Out from Search, Changes Name

  |  January 23, 2008   |  Comments

SEMDirector, now Covario, broadened its business scope to include tracking of cross-media buys other services.

SEMDirector has expanded its offerings to include non-search digital marketing services, and has changed its name to reflect the shift.

SEMDirector, now Covario, has enhanced its Paid Search Insight offering to include tracking of payments for co-op buys from distribution partners. Separately, the firm has created partnerships with Semphonic and Red Door Interactive.

The enhanced co-op ad service allows a client and its downstream distribution partners to track and allocate payments for their ad buys. While manufacturers and resellers have developed means to structure their ad buys in other media, search's auction format has remained a challenge.

"There [has been] no automated way to do CPC reimbursement reported analytics," said Russ Mann, CEO of Covario, formerly SEMDirector. "When you work with... manufacturers in the space and many of their marketing partners, you can pull the account data or results data into one measurable platform."

Client examples might include chip manufacturer Intel and its manufacturing partners such as Dell, Hewlett-Packard, and Lenovo. Intel is a Covario client, though it was not disclosed whether the company will use the expanded co-op advertising capabilities. Others, including testing and monitoring equipment company Tektronix, have committed to using it.

Separately, Covario has created partnerships with Semphonic, to provide consulting services for the company's Web analytics offering, and Red Door Interactive, which will train clients to manage SEO in-house.

SEMDirector's new name, Covario, is a made-up derivative of the term covariance. Dictionary.com defines the word covariance as "A statistical measure of the variance of two random variables that are observed or measured in the same mean time period."

"Clients always want to look at paid versus organic, search versus display, online versus offline," said Mann. "We like to see positive covariance in all of those kinds of relationships."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...