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 San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

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

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...