Founded by Alex Yastrebenetsky and Michael Loban in the United States, InfoTrust has bet on the growing digital marketing domain. The six-year-old presently employs a team of 30, and has expanded to the Middle East and North Africa (MENA) region.
The investment in digital marketing is growing year over year as consumers are increasingly connecting to brands online. One part of marketing that will never change is the need for measurement. “Digital marketing allows for robust and deep data collection but organizations are still struggling with the complexities of setting up a measurement strategy. The Founders at InfoTrust looked to change the practice of making marketing decisions based on gut-feel or with no data to back up their investments,” explains Amin Shawki, Regional Managing Director, Amin Shawki.
InfoTrust helps organizations bridge the gap between marketing and data technology to allow for true data-driven marketing. Beyond just further understanding what channels are most effective, who the consumers are and how they interact with the brand online, InfoTrust’s goal is to help organizations to use data to power marketing efforts automatically.
One local success story for the company is in Mumzworld.com, the site for mother, baby and child products. “Through using data integration, we were able to help Mumzworld achieve 300 percent returns on ad spend across their top channels and be extremely data-driven with all aspects of their marketing. The success has gotten the attention of larger digital marketing players, including Google who wrote a case study about Mumzworld and InfoTrust,” comments Mr Shawki.
The UAE Game Plan
InfoTrust is primarily a consulting company that works with marketers on monthly retainers to help drive analytics innovation and develop measurement strategies. The company operates in the USA and UAE, but service global clients with 24/7 support. InfoTrust also has self-service SAAS products including Analyze.ly and TagInspector.com which aid in deploying insightful measurement strategy across organizations.
Analytics and data measurement can be a difficult subject, though all organizations need this to be competitive in the market. The main strategy for InfoTrust in UAE is education. “By providing free and paid educational seminars and workshops, including with its partners at AstroLabs and Google, the established startup looks to educate the market to understand the value and best practices that come with effective measurement strategies. Once the value of data and analytics is understood, the desire and demand for these services are usually quite high,” Mr Shawki informs. Beyond just webinars and in-person seminars to educate the market, InfoTrust also publishes blog posts, whitepapers and other free content to share the best practices globally from its experience working with various CPG, media, travel and ecommerce/retail companies in the world.
