Innovative technology tie-up lets digital marketers track customers from online advertising to telephone sale.
Marin Software, provider of a leading revenue acquisition management platform, and ResponseTap (www.responsetap.com), the UK’s market leader in call tracking and analytics, today announced a certified integration of their technologies. Digital marketers will now be able to track customer journeys across online and offline to better understand which online advertising channels are driving revenue.
As customer purchase journeys become increasingly complex, the challenge for brands is to plot their routes across a mix of online and offline channels, and a growing range of devices. Research shows that more than half of digital marketers (54%) say they are unable to analyse customer journeys that cross online and offline.
This integration allows the fast and easy integration of telephone sales conversion data from ResponseTap with online advertising data from Marin. This gives digital marketers deep insights into customer behaviour and makes it possible to automatically adjust keyword bids based on which campaigns are most successfully driving sales over the phone.
The two companies have already successfully collaborated together to deliver vital customer insights, improved sales attribution and reduced Cost-Per-Lead for clients, including travel giant TUI. After implementing the software of both companies, TUI instantly reduced its cost per lead by nearly half, and was able to intelligently increase spend on top performing keywords. The official integration extends the benefits of connecting offline telephone conversions with online advertising to other brands in the UK.
Facts:
• Whilst most sales journeys start online with a web search, many complete offline – often over the phone. When that happens, marketers lose the ability to attribute a sale back to a particular piece of online advertising spend.
• With ResponseTap, each and every visitor to a company’s website is allocated a unique phone number to call. It’s then possible to match that call to a particular web session, tracking and analysing the route a customer took, going as far as being able to see the search term they entered to reach the site.
• Marin Software then pulls this data into its Revenue Acquisition Management Platform. Within Marin this data is turned into actions which help optimise online advertising spend based on offline conversions from ResponseTap.
Gagan Kanwar, Director of Partnerships & Research at Marin Software said: “We’re excited about this partnership and bringing superior performance to advertisers using the Marin and ResponseTap platforms. Advertisers recognise that their data is their advantage. Through Marin Connect™, we help clients uncover more revenue from online and offline data.”
Ross Fobian, Chief Executive Officer at ResponseTap said: “Even in the digital age, customers still want verbal reassurance before committing to a sale – particularly when it comes to high value or complex purchases like holidays, or financial products. That’s why it’s critical to match telephone sales to the online marketing that originally captured interest. Working with Marin we are able to give digital marketers a new level of actionable insights to make their marketing more effective.”
