Marchex Launches Breakthrough Analytics Product to Solve $4 Billion Blind Spot in Mobile Advertising
February 05 2015 - 8:01AM
Business Wire
Marchex, Inc. (NASDAQ:MCHX), a mobile advertising technology
company, today introduced Marchex Call Analytics for Search, the
newest addition to its mobile ad measurement platform. For the
first time, enterprise-level marketers will be able to track and
measure which keywords drive sales from millions of mobile
consumers who call businesses directly from click-to-call ads on
their smartphones -- and then improve campaigns in real time based
on the data.
Time Warner Cable and Allconnect are among Marchex’s initial
customers for the product. Mobile phone calls from consumers to
businesses are growing with the rapid adoption of smartphones and
are a highly-prized lead source for advertisers.
The launch of Call Analytics for Search closes a massive
attribution gap for marketers who spent $4 billion in 2014 to drive
phone calls through click-to-call ads -- yet had zero visibility
into which keywords produced these valuable calls from consumers,
according to a new white paper called “The $4 Billion Blind Spot”
by the Marchex Institute, the research and insights team at
Marchex.
Marchex’s new technology gives enterprise-level advertisers:
- 100% keyword attribution from all phone
calls driven from mobile search.
- Real-time conversion data using Marchex
Call DNA technology to identify those calls that are most likely to
convert into sales.
- Automated setup and synchronization
with leading bid-management platforms, such as DoubleClick, Kenshoo
and Marin, which allows search marketers to measure and improve
campaigns accurately in real time.
For Allconnect, a company that offers customers a convenient
single source to compare and connect integrated media, broadband,
home protection, energy and green products, Call Analytics for
Search boosted gross profit for click-to-call campaigns by 50% and
decreased its cost-per-acquisition by 43%, said Brad Roberts, Vice
President of Digital Marketing & eCommerce at Allconnect.
“The real-time data really boosted our results and showed us
where we had untapped opportunities,” Roberts said. “No other
product on the market has been able to optimize our results in this
way. As a company that is constantly looking for innovative
technology to enhance our business, we are really excited to see
that this product is moving to the next stage.”
The Marchex Institute also found that click-to-call ads
represent 60% of all calls to businesses from mobile search, yet no
products on the market have offered insights into which keywords
drive over-the-phone sales. Existing products have only provided
keyword attribution for calls coming from mobile landing pages,
which make up just 40% of total call volume, the findings
showed.
The sheer magnitude of the $4 billion blind spot is what
inspired Adarsh Nair, Marchex’s Senior Director of Product and
Engineering, and his team of search marketing experts to create
Call Analytics for Search. In a blog post published today, Nair
detailed the journey to build a product that would not only deliver
keyword attribution for mobile landing pages and click-to-call ads,
but would also understand the consumer intent of each
conversation.
“Advertisers have been pouring billions of dollars into
click-to-call ads without 100% measurement of which keywords
produce phone calls and which ones don’t,” Nair said. “That kind of
waste is unconscionable and we are determined to put an end to
it.”
Nair will be a featured speaker on a webcast today on mobile
search called “Turn Mobile Search Ads into Converted Calls – and
New Business – in 2015” at 1 p.m. PT. Register for it here.
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 ad 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.
Please visit www.marchex.com or @marchex on Twitter to learn
more.
Media InquiriesPointer PRMark Peterson,
206-390-0204Email: mark(at)pointerpr.comorMarchex Investor
RelationsTrevor Caldwell, 206-331-3600Email:
ir(at)marchex.com
Marchex (NASDAQ:MCHX)
Historical Stock Chart
From Mar 2024 to Apr 2024
Marchex (NASDAQ:MCHX)
Historical Stock Chart
From Apr 2023 to Apr 2024