Marchex, a mobile advertising analytics company, announced it has partnered with customer engagement solution provider 7. The companies said the partnership will enable marketers to integrate and measure phone calls and optimize customer acquisition campaigns.
Click-to-call commerce drives more than $1 trillion in spending, according to BIA/Kelsey, a research and advisory firm, but marketers aren’t equipped with the necessary data to optimize offline sales conversions. Through this partnership, Marchex will integrate offline data into the 7 Customer Acquisition Cloud to provide marketers with insights for optimizing bids, digital media campaigns and marketing investments, as well as the ability to measure, according to the companies.
“Without proper attribution, it’s impossible to optimize marketing investment,” said Scott Horn, CMO of 7, in a statement. “Offline sales, including phone calls, are a key part of this optimization and through this integration with Marchex, we can help companies drive instant media efficiency for search campaigns that drive phone sales. For the first time, marketers can use call attribution to help personalize display, Web and social campaigns.”