Marchex Partners with Facebook, Launches Omnichannel Analytics Cloud for Industry-First Complete View of Customer Behavior
February 09 2017 - 9:00AM
Business Wire
Marketers Can Now Connect Offline Customer
Behavior to Online Marketing Activity Across All Paid Media
Channels
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.
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version on businesswire.com: http://www.businesswire.com/news/home/20170209005155/en/
Investor Relations:Marchex, Inc.Trevor Caldwell,
206-331-3600ir@marchex.comorMedia Inquiries:March
Communications617-960-8896Marchex@marchcomms.com
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