By @SimonCocking

Describe the company – the elevator pitch …

AdTriba is an AI-powered solution for marketing attribution. In other words, we use big data to analyse customer journeys from the very beginning all the way through the conversion. We analyse each touchpoint – searched keywords, clicked ads, clicked link in emails, affiliate links, display impressions, etc. – to attribute them a certain value. Traditionally, the last touchpoint gets the credit for the conversion, yielding biased data on the ROI. With our attribution system, you get a better understanding of the impact of the money you spend on advertising. (More about attribution here)

How are you different?

Marketing attribution is a very competitive industry. We try to distinguish ourselves by offering an affordable marketing attribution solution. If you check our competitors, they are rather opaque regarding pricing. We choose to have a transparent approach. And our prices are very competitive – less than €10,000 a year when it’s not unusual to spend over €100,000 for a similar product.

We also have a well-oiled onboarding system. It’s easy (no IT support needed) and fast (you get to see data within a week).  Typically, it takes up to three months to have tangible data.

Finally, I would add that we are an independent vendor. There is an ethical issue when Google or Adobe offer their own attribution systems when they also act as an advertising network. How can you know for sure that they won’t favor their own ads or prejudice their competitors? It’s conflict of interest, pure and simple.

Why will the company/product do well?

Although marketing attribution and big data are topics that embody the zeitgeist of marketing, they have only started to emerge as a common tool for advertising. The theory is there, but it takes time to be adopted and standardized.

Currently, we estimate 75% of companies to still use last-click attribution, the default settings in Google Analytics. There is a huge potential to democratize marketing attribution. This will change the way we look at advertising spends and performance.

Where are you based?

We are based in beautiful Hamburg, Germany.

When was the company launched?

We founded AdTriba in November 2015.

What have been your biggest wins to date?

Winning clients in the US. We have a nice pool of clients throughout Europe, but getting the first US client was a great leap forward.

We are also very proud to have the first (and to date, the only) free UTM link manager. It enables you to create, save, and track UTM links. This includes how many times a link is clicked but also whether it led to a conversion.

What type of people (market segment) are you trying to attract to your product?

We mostly approach marketing managers, heads of marketing, and CMOs. Our software is a tool that is essentially designed for online advertising managers, SEA people. On a company level, our target is mostly start-ups, small and medium companies. As long as you spend money on advertising and/or marketing, our product is a good fit. You start improving your ROI (thus saving money) very fast with AdTriba!

Tell us about your team?

We are a small and enthusiastic team. The two founders, János Moldvay and Ludwig Ostrowski, have IT & data science backgrounds. They then hired Andy Goldschmidt (data science) and Lars Tesmer (IT). Finally, John Barré joined last April to manage marketing activities.

We don’t have customer satisfaction managers or key account managers. Our data science experts answer our clients’ queries directly. Top notch support!

What are your long term plans for your product/company?

We are still at the early stage of the company. After securing more clients, we are hoping to open offices in other locations to cover more time-zones (US, Asia, etc.)

From a technical point of view, we work on integrating more and more touchpoints to customer journeys, especially offline. Imagine if we could tell whether a customer saw a billboard in the tube, at what time, and how long they looked at it! We’re working toward bridging more gaps between online and offline attribution.

What are your favourite tech gadgets?

I’m a big fan of online education! I’m hooked on Duolingo (language learning) and Mimo (programming learning) – I think it’s genius in the pedagogy and the user experience they use. They pave the road to what I believe will be educational standards in the future.

How do people get in touch with you?

Our website has a lot of information about AdTriba and our products. You can also check our blog if you are interested in marketing attribution or online marketing in general.

Finally, we’re happy to chit-chat on social media – whether on Twitter, on Facebook, or on LinkedIn.


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking

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