Marketers Can Now Connect Offline Customer Behavior to Online
Marketing Activity Across All Paid Media Channels
SEATTLE--(BUSINESS WIRE)--Feb. 9, 2017--
Marchex
(NASDAQ: MCHX), a mobile advertising analytics company, today announced
a partnership with Facebook that will integrate across their social
analytics solution and into an industry-leading analytics platform,
Marchex Omnichannel Analytics Cloud. This integrated technology platform
now enables marketers to quickly optimize their marketing spend across
all paid media channels based on actionable insight into which channel
drove offline interaction by consumers to a brand. A recent study by BIA/Kelsey
suggests that phone calls to businesses via smartphones will exceed 100
billion this year-- that makes the ability to measure and gain insights
regarding consumer behavior across all media channels, or an omnichannel
view, critical to developing and refining a successful marketing
strategy.
Recognizing the critical need for marketing measurement and analytics to
evolve, Facebook is partnering with Marchex to ensure that the most
reliable and advanced call analytics are available to marketers. As one
of the most important touchpoints in the customer journey, Facebook’s
influence is immense, but ad exposure on social media can be difficult
to tie back to phone calls or in-store purchases. This partnership
eliminates that blind spot by giving marketers a deep understanding of
what happens on a phone call that stems from a Facebook ad. This level
of insight and ability to immediately measure cross-channel impact is
what today’s marketer needs to convert prospects into customers.
“At Facebook, we know how powerful a mobile device is, and we’re proud
to have created one of the most powerful platforms for global brands to
reach their audiences,” said Doug Weiss, product partnership manager at
Facebook. “With that power comes an acute responsibility to provide
accurate data that enables brands to understand how this engagement on
Facebook might be driving interactions off of Facebook. Partnering with
Marchex to couple rich call analytics with Facebook’s own data is a
significant step forward for marketers who must understand their
audience and make sound, real-time decisions to increase their revenue.”
Marchex Omnichannel Analytics Cloud helps marketers connect customer
conversions driven from all paid media channels – including search,
display and video, social and sites – to calls made to a business. This
results in smarter media spend and lower new customer acquisition costs,
higher phone call conversion rates by callers based on optimized media,
and increased customer conversion and revenue to businesses. For
industries that have a significant reliance on phone calls to drive
appointments and sales, such as insurance, automotive, travel, and
cable, the integrated solution allows marketers to finally have a full
and accurate understanding of which marketing activity is most
successful in order to optimize overall marketing spend and ROI.
“Online advertising has long struggled to connect digital engagements
with accurate attribution to offline interactions and sales. While the
influence of mobile phones and reach of digital channels like Facebook
is undeniable, we also know that a large portion of sales are still
closed in the physical world of phone calls and stores,” said Nikhil
Kolar, vice president of product and engineering at Marchex. “Marchex
Omnichannel Analytics Cloud connects that critical moment where online
influence and offline transactions meet, and in turn activates those
insights inside a marketer’s dashboard-of-choice at enterprise scale.
This can enable marketers to optimize their consumers’ purchase journey
and maximize advertising ROI.”
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, marchex.com/blog 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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170209005155/en/
Source: Marchex
Investor Relations:
Marchex, Inc.
Trevor Caldwell, 206-331-3600
ir@marchex.com
or
Media
Inquiries:
March Communications
617-960-8896
Marchex@marchcomms.com