Mobile marketers tend to rely on a variety of digital metrics in order to measure their campaign’s success rate. However, a mixture of online and offline touch points along the consumer purchase pathway are making it harder to gain a rounded picture of an ad campaign’s impact. Now, mobile ad analytics firm, Marchex, wants to change that and has announced approval as an integration partner of DoubleClick Campaign Manager’s Conversions API.
Marchex call analytics
The integration means that marketers can upload their Marchex Display Analytics data to DoubleClick in a simple step and immediately match inbound phone calls to digital and mobile ad campaigns. This means they gain a more complete view of media performance.
Samantha Sowinski, Associate Media Director at digital marketing agency iCrossing, explains:
“Attributing offline events to our display advertising is an important priority for many of our clients. Marchex Display Analytics ties this data together for us, and we look forward to activating this connection within DoubleClick Campaign Manager.”
Marketers can easily measure their display and video campaigns offline sales calls data through Marchex Display Analytics. But having added DoubleClick integration to the mix allows them to expand into rich phone call data across campaigns.
Campaign Manager can now offer up some strategic insights on how digital programmes ultimately impact offline activities to inform future decision making.
Adarsh Nair, Vice President of Product Engineering, Marchex, adds:
“Marchex is dedicated to connecting real-world, offline actions to digital and mobile behavior. The integration with DoubleClick Campaign Manager further validates the need for marketers to have a complete picture of their customers’ behavior. As a preferred partner of DoubleClick’s Campaign Manager, we are pleased to offer even more marketers a proven way to garner deeper insight into the customer journey, while improving ROI.”