Marchex: Delivering Valuable Insights from Advertising-Driven Phone Calls

A successful mobile advertising campaign can transform a business by acquiring new customers and building brand awareness. However, advertisers spend billions each year on mobile advertising, without having the tools or technology to measure the effectiveness of the campaigns. “Ironically, most consumer purchases from mobile experiences happen offline, either through consumer phone calls to businesses or in-store visits. Yet, CMOs and CIOs lack the technology to measure these actions,” notes Pete Christothoulou, CEO, Marchex. Seattle, WA, based Marchex has taken this challenge head-on and established itself as a pioneer in mobile advertising industry. The company has cutting-edge solutions that deliver visibility to marketers on inbound phone calls from mobile and online ad campaigns.

Through its analytics platform, Marchex enables marketers to measure in real-time when a consumer makes a phone call from a mobile, digital or offline advertisement. In 2015, consumers will click to call from a mobile search more than 50 billion times, according to research firm BIA/Kelsey. “This ability to make a phone call from a smartphone is convenient and efficient for the consumer, which is why this is so important for marketers to measure,” says Christothoulou.

Marchex’s technology allows its customers to measure the effectiveness of any advertising campaign that results in a phone call. A core ingredient of the technology is Marchex Call DNA, the only conversational analytics technology to visually map, classify, and score every phone call automatically without human involvement. “Through Call DNA, we are able to determine which calls convert into sales and which don’t,” affirms Christothoulou.

Marchex also works with Google to manage local marketing programs for tens of thousands of small businesses that seek phone calls as an outcome of their paid search advertising. “We have been a Google partner for many years now and one of the benefits that we received from them is a close collaboration on how to drive client success. We ensure that the customers using Google’s products are deriving the most value they can,” says Christothoulou.