SEMDirector expands services, changes name to Covario

Share this content:
SEMDirector expands services, changes name to Covario
SEMDirector expands services, changes name to Covario

SEMDirector, a search marketing automation software producer, has changed its name to Covario, after announcing plans to expand its product footprint as well as its marketing, sales and distribution models. 

The expansion follows a $16 million Series B investment in the company led by FTVentures, a venture capital firm with offices in San Francisco and New York. Other existing investors include firms Dubilier & Company and Voyager Capital.

The company's current system is targeted toward helping large advertisers track their spending in both paid and organic search, said Craig Macdonald, VP of marketing for Covario. Now, with this new funding, the company is expanding so it will be able to track other forms of interactive media such as display advertising and advertising in mobile, video, and social media outlets, he said.

Although traditionally focused on the US market, the company will also be expanding its distribution channels internationally, Macdonald added.

The product expansion was largely driven by requests from the company's customers. Many clients were looking to expand into other media channels, explained Debbie Rosenzweig, director of marketing at Covario.

“It's the right time for both them and us,” she said.

The company's clients include Intel, Procter & Gamble, and Hewlett-Packard.

With the expansion, Search Engine Marketing Director no longer seemed an appropriate name for the company, Macdonald explained. Covario is a derivative of the word covariance, a statistical term used to describe how well different variables relate to one another, he said. With Covario's clients essentially comparing the effectiveness of their different media channels, “the name seemed like a good fit,” he said.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here