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SEMDirector changes name to Covario

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San Diego—Search marketing agency SEMDirector has changed its name to Covario.

The change, announced Monday, was made to reflect the company’s expansion of its business strategy and product line to include display ad performance measurement, in addition to paid and organic search marketing metrics.

Covario is a play on covariance, a statistical term used to describe how well different systems relate to each other, according to the company.

—Carol Krol

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