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How Call Tracking Can Support Your Omnichannel Strategy

by Alyssa Ausen | February 13, 2017

Let’s use a real example here. I normally browse Facebook on my laptop so I’m exposed to a lot of Facebook ads. I’ve also noticed their ad targeting is on point because I see things I’m interested in constantly – but rarely do I click those ads. What’s more common is that I’ll remember the brand or product later (either on my commute or before bed) and I’ll do a Google search. I usually end up clicking a paid ad and if I have questions or want to book an appointment I’ll make a phone call. Bridging this online to offline gap is where Marchex can help support your omnichannel strategy.

In the current world you’d be able to track all of the online actions – the display impression on Facebook, which paid search ad I viewed and what landing page I hit. But what happens when I take an offline action like making a phone call or going into a store? This is where Marchex comes in.

Marchex provides a single platform where you can quickly see which marketing activities are driving the most leads across every marketing channel. This enables you to achieve several game-changing outcomes:

  • Reduce CPA across all channels
  • Increase call conversion rates
  • Optimize media spend to boost revenue

Using an “offline cookie” we’re able to match callers with online users who viewed or clicked an ad. This powerful matching capability can help you attribute display spend based on which customers have been influenced by a display ad and drive down your CPA.

Furthermore, we can help you understand what occurred on that phone call so you can optimize your media spend for “high intent” calls. Going beyond quantity of calls will help your team focus on which callers are most likely to convert so you can adjust your media spend accordingly.

Check out this video to learn more:

If you’re interested in finding out exatly how Marchex Omnichannel Analytics Cloud can assist your business, please join us for a free webinar on Wednesday, February 22, 2017 at 10:00 am PST. This webinar will feature speakers from Facebook, Forrester and Marchex, and is designed for marketers just like you to understand how Marchex Omnichannel Analytics Cloud works for your business online and offline.

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