--- title: "Marketing Analytics Platform: Multi-Touch Attribution (Convertro)" description: "Case study: architecting and growing the Convertro multi-touch attribution platform across six years. Django, BackboneJS, Highcharts, customizable dashboards, and a six-person UI team." doc_version: 1 last_updated: 2026-05-23 canonical: https://variable.team/projects/convertro --- # Marketing Analytics Platform - Multi-touch Attribution - **Company:** Convertro - **Industry:** Advertising & AdTech - **Dates:** Jul 2012 to Jan 2019 ### Joining as architect In 2012, Convertro wanted to take the MVP built during the company's founding and reimagine it as a product that could scale to millions of dollars in monthly-recurring revenue. Convertro needed someone who could handle both the architectural design requirements and the technical implementation, and I joined to fulfill that need. ### Building the SaaS dashboard After joining Convertro, I spent a few weeks understanding the market space and direction, and deep-dived on the existing product. With that knowledge in hand, I began architecting a new solution using SaaS principles. I used Django in the middle tier to provide an API layer that the front end (built with BackboneJS) could consume. Django's admin console was customized so non-technical team members could contribute to content management. I also introduced Highcharts with a custom layer that let Product Managers build dashboards for new products with minimal technical oversight. ### Growing the engineering team Over the next six years, I grew the engineering team working on the dashboard to six members and helped teach and manage them as Director of UI Development and Interaction Design. Toward the end of the contract, I introduced React components to replace the navigation bar and began migrating the codebase from CoffeeScript to native ES6. ## Sitemap [Full site index](/sitemap.md)