SEATTLE--(BUSINESS WIRE)--Feb. 5, 2015--
Inc. (NASDAQ:MCHX), a mobile advertising technology company, today
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
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
“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.
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
on Twitter to learn more.
Source: Marchex, Inc.
Mark Peterson, 206-390-0204
Marchex Investor Relations