Convertro Debuts New Tool

Santa Monica-based Convertro, the developer of marketing attribution software led by serial entrepreneur Jeff Zwelling, has rolled out a new tool, which it says helps marketers measure the return on investment from printed catalogs. According to Convertro, the new, catalog-tracking capabilities in its software helps marketers figure out how much more likely a customer is to visit a company's website if they receive a catalog, which catalogs perform better, the optimal number of catalogs to send, and much more. Convertro said its customers are using its software to link direct mail efforts with online marketing initiatives. Convertro is focused on helping marketers understand the performance of their marketing efforts, across channels and types of devices and media. Zwelling's last big success was EchoSign, which he sold to Adobe.