Marchex Launches Groundbreaking Call DNA & Dynamic Tracking Technologies to Transform Mobile Advertising Measurement & Perfor...
October 07 2013 - 6:00AM
Business Wire
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.
Marchex Corporate Communications:Sonia Krishnan,
206-331-3434Email: skrishnan(at)marchex.com
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