Manchester’s R.O.Eye has launched a new Software as a Service (SaaS) platform as it completes its repositioning as a e-commerce insight specialist.
Launched in 2004 as a performance marketing agency, R.O.Eye said the process of transformation had begun after the sudden loss of its biggest client two years ago.
Founder Mark Kuhillow said the company had been struggling to “articulate the value it was driving”.
He added: “This wasn’t because its service levels were declining, but because the affiliate channel was only being judged on a last click basis. No consideration had been given to first-click referrers, or any touchpoints in the lead up to the sale.”
So it used its in-house tech resources to design and build a prototype for a media tracking and optimisation platform, called SingleView.
“Clients quickly realised that the tool could be used to give them a ‘global’ perspective of their entire digital marketing initiatives – converting journeys, non-converting journeys, paid media channels, organic channels,” said Kuhillow. “In whichever way users were interacting with a website, we were tracking it.”
