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Marchex Launches Groundbreaking Call DNA and Dynamic Tracking Technologies to Transform Mobile Advertising Measurement and Performance
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
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,
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
To learn more, visit http://www.marchex.com/call-analytics/CallDNA
Marchex Corporate Communications:
Sonia Krishnan, 206-331-3434