Advertising software has become more powerful and complicated to use. There are multiple SaaS ad products and services that allow marketing teams to improve their ad campaigns, but the lack of communication between these tools can cause poor decision-making. Vlad Zhovtenko and Artyom Shpakov saw millions of companies that rely on ad analytics software in need of a solution, creating RedTrack.io as a result. RedTrack is a marketing technology platform that combines ad tracking and conversion attribution into a centralized suite. The startup is based in Vilnius, Lithuania.
Frederick Daso: Why do companies need to rely on multiple advertising tools instead of a single one? Why haven’t these ad tools been packaged into a suite of tools yet?
Vlad Zhovtenko: I might have a very biased opinion. Since being a digital marketer since 2000, I’ve seen the appearance and evolution of both multiple analytics tools and multiple customer acquisition channels. Most organizations historically treat analytics and customer acquisition as separate processes. Many years ago, there was a popular topic of Sales / Marketing alignment. I would expand it into Sales / Marketing / Analytics alignment. Why do I think so?
You have traffic sources (Google Ads, FaceBookAds, PartnerPrograms, Programmatic trading desks, etc. You also have people responsible for leveraging them and getting the most results. And usually, the KPIs for the…