Marchex Launches Mobile Advertising Measurement & Click-to-Call Breakthrough; Real-Time Call DNA Reveals Customer Insights Wi...
October 15 2014 - 8:00AM
Business Wire
Marchex Inc. (NASDAQ:MCHX), a mobile advertising technology
company, today launched Real-Time Call DNA, a major advancement to
its call analytics platform. For the first time, advertisers will
be able to visually map, analyze, and measure what happens inside a
phone conversation after a consumer calls their business – without
recording any of the actual dialogue.
The technology solves a major blind spot for enterprise-level
advertisers in industries such as health care, financial services,
and insurance, which have struggled for years to better understand
large volumes of inbound consumer phone calls coming from
click-to-call ads. Companies in these industries are subject to a
variety of laws and regulations that impose significant
restrictions on recording calls because of security concerns and
the private nature of information exchanged over the phone.
Real-Time Call DNA is the newest addition to Marchex Call
Analytics, the leading enterprise
platform for measuring phone calls from advertising. Marchex
created its first version of Call DNA last year to give
enterprise-level advertisers, who are pouring billions of dollars
into mobile ads, more transparency into how their mobile and
digital campaigns are working.
“Call DNA is game-changing technology. It allows us to measure
and analyze the quality of our advertising-driven phone calls at
scale,” said Melissa Sinclair, Lead Integrations Manager for Dealer
Marketing Services, the makers of ProMax Unlimited, an automotive
software solutions company. “This data is crucial in helping us
optimize our advertising campaigns to drive peak performance for
our business.”
Specifically, here’s how Real-Time Call DNA works: the moment a
consumer clicks to call a business from an ad, data about that call
is captured and analyzed in real time, without transcribing or
retaining any content. A visual map of the call displays, for
instance, how many rings it takes before a call is picked up and
how long a caller is placed on hold. It also shows when a caller
speaks and an agent responds, and classifies the type of call based
on proprietary algorithms that can scale and analyze hundreds of
millions of calls across a variety of industries.
Advertisers can access the data and insights and sort calls by
classification through the user interface or API. How many calls
are conversations? Wrong numbers? How many callers hang up because
of long hold times? Advertisers can then view the visual map of
each call and optimize their campaigns to drive more calls from
customers with real purchase intent.
Real-Time Call DNA does not require any additional setup with a
call center.
This technology opens up a whole new opportunity for advertisers
that have never recorded consumer calls because of privacy
concerns, said Tim Graber, Senior Director of Product &
Engineering at Marchex.
“For years, these companies have had to try and optimize in the
dark,” he said. “They have relied on meta-data, such as call
duration and caller ID, to get more customers to call over the
phone. However, Real-Time Call DNA provides so much more, and
proves these can be poor metrics for gauging real consumer
intent.”
Graber added: “We built Real-Time Call DNA to reveal all the
facets of a conversation, and we are able to do this using
technology that anonymously captures data without recording calls.
Businesses get immediate, actionable insights on the quality of
calls coming from mobile ads – and those insights lead to increased
sales performance.”
Real-Time Call DNA is in beta for select enterprise customers
and will be rolled out broadly later this year. To learn more,
please visit: http://www.marchex.com/real_time_call_dna.
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, 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.
Marchex Corporate CommunicationsSonia Krishnan,
206-331-3434Email: skrishnan(at)marchex.com
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