Making marketers happy is prime directive of Cincinnati-based web analytics leader
This year the Internet will surpass 3 billion users and $4.2 trillion in economic impact. If it were a national economy, it would rank in the world’s top five, behind only the U.S., China, Japan, and India, and ahead of Germany.
As the web encompasses a growing share of the U.S. and world economies, marketers require not only accurate and timely analytics but also expert knowledge to gauge the ROI of their efforts. Digital marketing and analytics professionals turn to InfoTrust for these solutions and much more.
InfoTrust makes marketers happy with stress-free analytics. The Cincinnati-based company’s customized consultancy services touch 11 of the most powerful brands. It’s the only player in the market with tools for quality data collection and a powerful professional services team to help corporate leaders execute solutions that maximize their marketing results.
With web analytics expected to make up over 11 percent of marketing budgets this year, collecting data in a timely and reliable way is critical. It’s just as important for companies to access the expertise required to understand data and measure results. Yet only 22 percent of marketers report they have data-driven marketing initiatives, and just 44 percent of CMOs say they can measure ROI.
To meet the demand for quality data collection, InfoTrust provides expert support and analytics integrated solutions and technology products such as Analyze.ly and Tag Inspector. The company specializes in omnichannel marketing analytics, tag management, tag governance, Google tag manager implementation and digital analytics architecture for enhanced ecommerce. Its unique integration of sales and marketing channels with Google analytics assures InfoTrust delivers architectural solutions while providing marketing leaders with timely diagnostics at the touch of a finger so they can make better decisions.
“We strongly believe in data being new management,” says Alex Yastrebenetsky, founder of the Inc. 5000 marketing technology company. “Our tools allow us to diagnose problems with analytics data collection near real-time instead of waiting for reports to come in. As a result we can roll out our solutions at a very high scale and still maintain a very high quality of data collection.”
InfoTrust’s work with media company Scripps illustrates the importance of data in management. For four years, InfoTrust has been working to help Scripps’ teams understand which content is driving higher engagement with its TV and radio stations and online publications – and to better discern what content drives higher advertising revenues.
“The other aspect is to give their centralized management team an ability to easily see how different properties are performing,” says InfoTrust CMO Michael Loban. “We’re helping them constantly optimize their architecture as well as implement digital analytics across the new properties that they acquire on a regular basis.”
InfoTrust’s services help organizations understand what’s taking place across their businesses, brands and marketing channels. “The first step before the company decides how to do things differently is to have a very granular view,” Loban says.
For example, InfoTrust worked with Pelican Water Systems to help the company achieve a 130 percent higher ROI on call center sales. Pelican helps families enjoy cleaner, safer, better-tasting water in their homes in an environmentally friendly way. They wanted to know which marketing channels were doing the best job at driving call center sales.
InfoTrust worked with Pelican to implement Google Analytics Enhanced Ecommerce and Google Analytics User ID feature that helped track users across Pelican’s CRM, DialogTech, and Salesforce. This makes it possible for Pelican to track how and what digital marketing campaigns generate call center sales, and even attributes offline transactions to their proper marketing channel. That allows the company to “make quick, smart decisions on trends across all forms of marketing, both online and offline,” says Robert Prentice, Pelican’s Director of Marketing & Product Development.
InfoTrust works with Fortune 500 companies and top 100 brands, supporting analytics across 2,000 sites per year and delivering over 100 trainings in the past three years. The company attracts the world’s top web developers and online marketers by being one of the best places to work. This was the number one vision that Alex and Michael had when they founded InfoTrust, and it continues to be a top focus today: invest in building an incredible culture and great working conditions in order to hire and retain the very best professionals.
It’s all geared toward a key part of InfoTrust’s mission: getting organizations excited about the possibilities that digital analytics have for their businesses, and showing them how to maximize results.
“Everyone wants to be more social; everyone wants to become adept at managing their marketing and their marketing budget,” Michael says. “We allow them to get the most from the resources that they have.”
Alex Yastrebenetsky (SAY yas-trebenet-sky) has spent his entire professional career making complex systems work with each other. First as a Software Engineer, Consultant, Project and Product Manager for Attachmate, one of the largest software companies in the world, and now as the founder and enterprise web analytics architect at InfoTrust. Alex’s education includes Bachelors and Masters degrees from the University of Cincinnati as well as numerous executive education programs at Wharton, MIT, and London Business School.
As founder of InfoTrust, Alex works with household brands including three Fortune 100 companies and 11 of the top 100 brands in the world. The company has won many awards, including the 2015 and 2016 Inc. 5000, an annual award celebrating the fastest growing privately owned companies in the United States, as well as Best Place to Work in Cincinnati Finalist for 2012, 2013, 2014, 2015 and 2016.
A passionate member of Entrepreneur’s Organization, Alex is very active with the local chapter and global learning initiatives and was recently recognized as a recipient of the John F. Barrett Entrepreneur Vision Award presented by EO Cincinnati.
Now that InfoTrust has grown to become one of the leading analytics companies in the world, Alex’s most important challenge is to figure out how to make the most complex “systems” work – people, and how to attract, retain and inspire the best people in the industry.
Analytics expert Michael Loban (SAY LO-ben) is CMO of InfoTrust, a Cincinnati-based marketing technology company. Michael’s specialties include web analytics, conversion optimization and Google Analytics. As CMO he leads and coordinates sales and marketing functions and develops sales and marketing strategy, monitors and analyzes sales and marketing activities against goals and builds relationships with clients.
Michael’s skills include SEO Web Analytics, Conversion Optimization, Social Media Marketing, Marketing Strategy, Google Analytics, Integrated Marketing, Urchin Content Strategy, Landing Page Optimization, Staff Training and Tag Management. He is certified as a Google Analytics Qualified Professional, Google AdWords Certified Professional, Inbound Marketing Certification – Inbound Marketing University, Executive Education – Digital Marketing, Columbia University, and holds certificates in Landing Page Optimization, B2B Marketing and is FUEL Certified by Marketing Sherpa. His education includes Columbia University – Columbia Business School Digital Marketing, Marketing; and Xavier University – School of Business Administration, BSBA, Marketing and Entrepreneurial Studies. He was the recipient of the VanKirk Family Scholarship for community involvement and displayed excellence in the field of marketing. Michael teaches Digital Marketing and Analytics as a member of the Adjunct Faculty at Xavier University.