Marchex integrates with Adobe Analytics Cloud for improved insights into customer purchasing behaviours from smartphone calls

Marchex, the mobile ad analytics company, has boosted its offering for mobile marketers by integrating with Adobe Analytics Cloud. The company says that when marketers understand their audiences and brand interactions they can boost sales and customer retention. In addition the company also announced its promotion of Business partner in the Adobe Exchange partner programme for the Adobe Experience Cloud.

According to research from BIA/Kelsey , mobile calls to businesses have exceeded 100 billion in 2017. The latest integration lets marketers store the data using the Adobe Experience Cloud components after they assess consumer intent from calls using Marchex’s Omnichannel Analytics Cloud and Audience Graph.

Sundi Raman, Director of Product and Engineering at Marchex, explains that advertisers aren’t just driving leads anymore, but are looking to deliver revenue and optimise their ad expenditure.

“That makes the ability to measure and gain insights from phone call interactions, or an omnichannel view, critical to developing and evolving a successful marketing strategy. Marchex’s new integrations in Adobe Analytics Cloud provides brands with a holistic view of customer interactions, which enables marketers to engage and influence consumer purchase behavior with targeted content.”

Mobile advertisers will be able to personalize their website offers through the latest integration and also establish audience segments based on certain products or offers mentioned in a phone call. This information can then be used to remarket to consumers who showed previous interest. Raman adds:

“By leveraging Marchex and Adobe, brands can connect digital behaviors with offline transactions from calls and stores in order to produce highly personalized and impactful campaigns. Adobe Experience Cloud is purpose-built to help brands orchestrate great customer experiences, including offline actions and insights. We are proud to be a Business partner in the Adobe Exchange partner program and look forward to continuing our relationship with Adobe.”

In May this year, Marchex announced its integration between Marchex Search Analytics and Adobe Advertising Cloud, which boosts insights from phone calls to help automate paid search bids.

Cody Crnkovich, Head of platform partners and strategy, Adobe, says:

“Having a comprehensive view of every customer interaction is imperative for businesses in today’s digital age. With Marchex’s integrations in Adobe Experience Cloud, customers have another great option to improve visibility into the customer experience for companies driving phone calls.”