New open platform links paid search analytics with call centre conversion
Wednesday, November 10 2010 by Steve Swallow
Internet consultants will now be able to take advantage of an open platform programme developed by Marin Software to optimise pay per click campaigns.
CallTrack is designed specifically to enable companies to measure how call centre activity is boosted by paid search campaigns online, which has proved a challenge for internet consultants historically.
Marin Software has designed the platform to enable marketers to track paid search conversions all the way through to calls. It is hoped that this will enable companies to produce more accurate and better targeted paid search keyword campaigns.
What is unique about this product is the claim that it is capable of tracking marketing leads across different platforms, namely online to phone call conversions.
Underlining the effectiveness of this approach earlier this year in an article for Search Engine Land, Marin's director of marketing Matt Lawson suggested that failing to track the influence of online campaigns on offline sales is "probably underestimating the value of your paid search marketing efforts".
By contrast, he added that taking advantage of tools available to measure these conversions will give marketers a much better impression of their return on investment.
Commenting on this latest product release this earlier this month, Mr Lawson noted that "in today’s multi-channel world, people often search online and convert offline via a call centre".
He that search engine marketing "no longer exists in a vacuum", describing the adoption of tracking technology across marketing channels is a natural step.
Path Interactive president Mike Candullo is one of the customers taking advantage of this new CallTrack product. He praised the ability to draw information from keyword level reports to establish where call centre activity has originated from.