Industry-First View-Through Metric For Inbound Calls Measures 98
percent of Calls Unseen By Traditional Analytics Products
Marchex
(Nasdaq: MCHX), a mobile advertising analytics company, today introduced
Marchex Display Analytics, the newest addition to its analytics
platform. For the first time, enterprise marketers will be able to
measure when any inbound phone call to a call center or store is
influenced by exposure to a display advertisement on a desktop or mobile
device. Mobile is enabling consumers to engage with brands more
directly, and phone calls to businesses from smartphones are expected to
nearly double to more than 160 billion by 2019.
Traditional call analytics products are limited to measuring when
consumers make a phone call directly from a display advertising unit or
landing page. A new report released today by Marchex titled “The
Missing 98%: Why Display Advertising Isn’t Getting the Credit It
Deserves,” shows that 98 percent of phone calls occur as much as two
weeks after exposure to a display advertising unit. This prevents
marketers from identifying and allocating investments toward
top-performing display advertising campaigns.
Marchex Display Analytics provides an industry-first view-through metric
for inbound phone calls, enabling digital marketers to measure the ROI
of programmatic campaigns by connecting offline phone calls with display
impression data, even when a phone call occurs weeks or months after
exposure to an ad. The reports are delivered real-time and track
cross-device conversions, providing marketers with actionable
intelligence to shift towards display tactics that produce positive
returns.
Data from Marchex Display Analytics shows that including attribution for
inbound calls can reduce cost per conversion for display campaigns by
more than 45 percent. “Inbound phone calls are a massive attribution gap
for display marketers,” said Adarsh Nair, Senior Director of Product and
Engineering at Marchex. “For the first time, Marchex Display Analytics
allows these marketers to fully measure and optimize their display
advertising.”
Marchex Display Analytics is integrated with leading programmatic
display advertising platforms, including Rocket Fuel and MediaMath.
“Brands with national call centers are very interested in connecting ad
exposure to inbound phone calls and our partnership with Marchex
addresses this gap in markets,” said Aruna Paramasivam, Senior Director
of Data and Tech Partnerships at MediaMath. “MediaMath is constantly
looking to bring innovative, quantitative solutions to market that
provide marketers with insights around the influence and value of
individual consumer touch points.”
About Marchex
Marchex
is a mobile advertising analytics company that connects online behavior
to real-world, offline actions. By linking critical touchpoints in the
customer journey, Marchex’s products enable a 360-degree view of
marketing effectiveness. Brands and agencies utilize Marchex’s products
to transform business performance.
Please visit www.marchex.com,
blog.marchex.com
or @marchex
on Twitter (Twitter.com/Marchex), where Marchex discloses material
information from time to time about the Company, its financial
information, and its business.
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