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InfoTrust: Customized Data Analysis and Solutions

Making marketers happy is prime directive of Cincinnati-based web analytics leader

This year the Internet will surpass 3 billion users and $4.2 trillion in economic impact. If it were a national economy, it would rank in the world’s top five, behind only the U.S., China, Japan, and India, and ahead of Germany.

As the web encompasses a growing share of the U.S. and world economies, marketers require not only accurate and timely analytics but also expert knowledge to gauge the ROI of their efforts. Digital marketing and analytics professionals turn to InfoTrust for these solutions and much more.

InfoTrust makes marketers happy with stress-free analytics. The Cincinnati-based company’s customized consultancy services touch 11 of the most powerful brands. It’s the only player in the market with tools for quality data collection and a powerful professional services team to help corporate leaders execute solutions that maximize their marketing results.

With web analytics expected to make up over 11 percent of marketing budgets this year, collecting data in a timely and reliable way is critical. It’s just as important for companies to access the expertise required to understand data and measure results. Yet only 22 percent of marketers report they have data-driven marketing initiatives, and just 44 percent of CMOs say they can measure ROI.

To meet the demand for quality data collection, InfoTrust provides expert support and analytics integrated solutions and technology products such as and Tag Inspector. The company specializes in omnichannel marketing analytics, tag management, tag governance, Google tag manager implementation and digital analytics architecture for enhanced ecommerce. Its unique integration of sales and marketing channels with Google analytics assures InfoTrust delivers architectural solutions while providing marketing leaders with timely diagnostics at the touch of a finger so they can make better decisions.

“We strongly believe in data being new management,” says Alex Yastrebenetsky, founder of the Inc. 5000 marketing technology company. “Our tools allow us to diagnose problems with analytics data collection near real-time instead of waiting for reports to come in. As a result we can roll out our solutions at a very high scale and still maintain a very high quality of data collection.”

InfoTrust’s work with media company Scripps illustrates the importance of data in management. For four years, InfoTrust has been working to help Scripps’ teams understand which content is driving higher engagement with its TV and radio stations and online publications – and to better discern what content drives higher advertising revenues.

“The other aspect is to give their centralized management team an ability to easily see how different properties are performing,” says InfoTrust CMO Michael Loban. “We’re helping them constantly optimize their architecture as well as implement digital analytics across the new properties that they acquire on a regular basis.”

InfoTrust’s services help organizations understand what’s taking place across their businesses, brands and marketing channels. “The first step before the company decides how to do things differently is to have a very granular view,” Loban says.

For example, InfoTrust worked with Pelican Water Systems to help the company achieve a 130 percent higher ROI on call center sales. Pelican helps families enjoy cleaner, safer, better-tasting water in their homes in an environmentally friendly way. They wanted to know which marketing channels were doing the best job at driving call center sales.

InfoTrust worked with Pelican to implement Google Analytics Enhanced Ecommerce and Google Analytics User ID feature that helped track users across Pelican’s CRM, DialogTech, and Salesforce. This makes it possible for Pelican to track how and what digital marketing campaigns generate call center sales, and even attributes offline transactions to their proper marketing channel. That allows the company to “make quick, smart decisions on trends across all forms of marketing, both online and offline,” says Robert Prentice, Pelican’s Director of Marketing & Product Development.

InfoTrust works with Fortune 500 companies and top 100 brands, supporting analytics across 2,000 sites per year and delivering over 100 trainings in the past three years. The company attracts the world’s top web developers and online marketers by being one of the best places to work. This was the number one vision that Alex and Michael had when they founded InfoTrust, and it continues to be a top focus today: invest in building an incredible culture and great working conditions in order to hire and retain the very best professionals.

It’s all geared toward a key part of InfoTrust’s mission: getting organizations excited about the possibilities that digital analytics have for their businesses, and showing them how to maximize results.

“Everyone wants to be more social; everyone wants to become adept at managing their marketing and their marketing budget,” Michael says. “We allow them to get the most from the resources that they have.”

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For interview request, please contact InfoTrust’s publicist Michelle Tennant Nicholson at or (828) 749-3200.
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