Marchex Mines Calls for Analytics
ADOTAS – I met Brent Turner, executive vice president of call advertising products with Marchex, at ad:tech San Francisco back in April, and his enthusiasm regarding pay-for-call advertising was downright infectious. It seemed every time he said the words “pay for call” his eyes lit up and his excited smile grew a bit wider. He certainly sold me on pay-for-call as a burgeoning space and and has since bolstered his argument with a couple of excellent bylines.
Marchex is now introducing Call Mining in beta, analytics that will assist marketers in evaluating the call-center efficiency, caller experience and the overall effectiveness of pay-for-call campaigns.
Call mining will enable advertisers to calculate on-the-phone conversion rates and caller intent through speech analytics as well as identify the channels, ads and keywords that are driving phone conversions and ROI. Marketers will be able to analyze by demographics such as location and gender and classify calls by discussion.
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