Convertro Taps UCLA Anderson Professor For Research Effort

Santa Monica-based online advertising attribution technology provider Convertro--which is led by serial entrepreneur Jeff Zwelling--said today that it has added UCLA Anderson School professor Sanjog Misra as the chair of a new research committee for the company. According to Convertro, Misra will help the company with its algorithm, to make it the "most accurate and predictive" in the market. Convertro said Dr. Misra is an expert in the marketing science field, for his research using structural econometric methods to study consumer and company decisions. Dr. Misra will work in an advisory role to the company. Convertro said Misra has worked with such companies as Eli Lilly, Adventis, Mercer Consulting, Sprint, MGM, Bausch & Lomb, Xerox Corporation and Lucent Technologies on their marketing models and efforts. Convertro founder and CEO Zwelling is a successful serial entrepreneur, who sold his last company--EchoSign--to adobe, for a very healthy exit, and also has a number of other successes (including YLighting) under his belt.