Marchex,
Inc. (NASDAQ:MCHX), a mobile advertising technology company, today
released two new technologies, Call DNA and Dynamic Tracking, designed
to significantly lower customer acquisition costs for advertisers by
providing insights into which calls convert into sales. These
patent-pending technologies provide a new and deeper level of customer
conversion data generated by ad campaigns.
Call
DNA and Dynamic Tracking also create greater consumer privacy
protection and increase time efficiency for advertisers who no longer
have to listen to calls to understand customer conversations.
“Historically, listening to customer call recordings has been an
impossible task at scale for businesses receiving huge volumes of
calls,” said Warren Kay, Executive in Residence at BIA Kelsey.
“Technology that removes this massive pain point is a big step forward
for the industry because it helps businesses do what they do best –
serve customers.”
Call DNA and Dynamic Tracking are part of the Marchex Call Analytics
platform and address long-standing advertiser challenges. For years,
advertisers have struggled to understand the quality of inbound phone
calls coming from their digital ad campaigns. Because of rapid
smartphone adoption, call volumes are increasing, which has intensified
the need for a solution. In fact, Google released a study last month
showing that 70% of consumers searching on mobile call
businesses directly from their phones.
Now, with the launch of Call DNA and Dynamic Tracking, businesses can
cost-effectively determine which keywords or impressions in these calls
lead to high-quality customer conversations and sales at scale.
Call DNA provides:
-
A simple, easy-to-understand visual of what happens on phone calls
using automated call scoring technology.
-
A break-down of what leads to improved sales and overall business
performance.
Dynamic Tracking provides:
-
Details on what, exactly, triggered a phone call from a mobile
consumer to an advertiser. This includes specific keywords, ad
impressions and Web-based sessions.
-
Easy campaign optimization to drive more calls from new customers.
Marchex’s technologies also shed new light on flawed metrics which have
been traditionally used to measure customer outcomes. For instance, the
length of time a customer spends on the phone with a business often has
been a standard indicator of a “good” call. However, data from Call DNA
trials reveals that callers often stay on hold for long periods of time
without connecting to an agent.
“These products are a significant advancement for our customers. As
mobile continues to grow, marketers are increasingly unable to close the
loop between which online actions drive an actual conversation and,
ultimately, a sale,” said Pete Christothoulou, President of Marchex.
“Call DNA and Dynamic Tracking provide actionable insights that can
transform advertising performance. We’ve seen these products improve ad
performance by more than 25% and are excited to see the technologies
yield leaner, more efficient advertising budgets for our customers.”
To learn more, visit http://www.marchex.com/call-analytics/CallDNA
ABOUT MARCHEX
Marchex is a mobile advertising technology company. The company provides
a suite of products and services for businesses that depend on consumer
phone calls to drive sales. Marchex’s mobile advertising platform
delivers new customer phone calls to businesses, while its technology
analyzes the data in these calls to help maximize campaign results.
Marchex disrupts traditional advertising models by giving businesses
full transparency into their ad campaign performance and charging them
based on new customer acquisition. Learn more at www.marchex.com
or follow @marchex
on Twitter.
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