Marchex Launches Breakthrough Mobile Analytics Product For $27 Billion Display Advertising Industry
November 10 2015 - 9:00AM
Business Wire
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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Marchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir(at)marchex.comorMedia Inquiries:Marchex Corporate
Communications206-331-3434pr(at)marchex.com
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