How to Measure the Effectiveness of Multi-Media Advertising with Jeff Zwelling of Convertro

Chris Versace

Chris Versace is a financial columnist and equity analyst with more than 20 years of experience in the investment industry.

Welcome to another edition of PowerTalk. I’m your host Chris Versace, editor of the investment newsletter PowerTrend Profits and portfolio manager of the Thematic Growth Portfolio at Fabian Wealth Strategies, and these are my one-on-one conversations with the movers and shakers in the business world that take you behind the scenes and in the know. Be sure to check out for more on PowerTrends and past editions of PowerTalk, as well as for more on my Thematic Growth Portfolio.

It used to be that advertising was in the newspaper, on the radio and, of course, on television. These days, even though TV remains the Mack daddy of advertising, instead of seeing ads all over radio, magazines and newspapers, we’re finding them on the screens of your smartphone and tablet.

All sorts of companies are vying to get ahold of your eyeballs — car companies, financial companies, credit card companies, food companies… you name it. That has led Google, Facebook, Twitter, Apple and companies like Millennial Media and The Rubicon Project, among others, to build businesses around helping companies reach consumers.

But is it working? That’s the big question — are these companies seeing a return on their advertising investment or not?

Joining me on PowerTalk to discuss this and more is Jeff Zwelling, CEO and Co-founder of Convertro, a company that includes Intuit, Comcast, Digitas and many, many others as customers. PowerTalks are always insightful, and Jeff does a great job of cutting to the heart of things — but what caught my ear was which company’s platform is doing huge business for direct marketing companies.

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NOTE: Fabian Wealth Strategies is a Securities and Exchange Commission-registered investment adviser, and is not affiliated with Eagle Financial Publications.

Listen to my behind-the-scenes PowerTalk conversation now, so you are even more in the know:

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