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Partners Link Facebook Ads to Phone Calls
Mobile ad analytics company Marchex has integrated Facebook data into its Omnichannel Analytics Cloud platform, promising marketers the ability to optimize spend across all paid media channels based insight into which drove off-line actions.
The link between online behavior and off-line action / brand engagement is the focus of Marchex' solutions. Facebook, which has recently acknowledged a number of problems with its audience measurement methods, says the partnership 'eliminates a blind spot by giving marketers a deep understanding of what happens on a phone call that stems from a Facebook ad'.
The partners say the enhanced platform should be of particular relevance for industries which have 'a significant reliance on phone calls to drive appointments and sales' - including insurance, automotive, travel and cable.
Doug Weiss, Product Partnership Manager at Facebook, comments: 'Partnering with Marchex to couple rich call analytics with Facebook's own data is a significant step forward for marketers who must understand their audience and make sound, real-time decisions to increase their revenue'. Nikhil Kolar, VP of Product and Engineering at Marchex, adds: 'While the influence of mobile phones and reach of digital channels like Facebook is undeniable, we also know that a large portion of sales are still closed in the physical world of phone calls and stores. Marchex Omnichannel Analytics Cloud connects that critical moment where online influence and offline transactions meet'.
Web site: www.marchex.com .
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