'Net Features : call tracking

Mongoose Metrics Launches QR Call Tracking

Michael Garrity — Thu, 20 Oct 2011 17:00:00 GMT

The hottest ticket of the fall was to the eMetrics Marketing Optimization Summit, and it was there that enterprise-level phone conversion optimization company and call tracking solutions provider Mongoose Metrics announced the launch of its QR Call Tracking solution.

QR (Quick Response) codes are rapidly growing in popularity as more and more consumers begin purchasing smartphones. Recent studies indicate that about two-thirds of all potential consumers have been in contact with QR codes, and about one-third have used them.

Marketers, for their part, are finding many innovative ways to incorporate these bar codes into their campaigns, and now Mongoose will allow these them to integrate QR codes into call-tracking campaigns, as well.

Mongoose Metrics claims that their technology will "maximize conversions via Web and mobile devices," as QR Call Tracking will immediately connect smartphone users and advertisers "at the right time in the buying process," and also provide the advertisers and marketers with behavioral data.

Whenever marketers attach QR codes to advertisements to link users to content on the Internet, they are also be able to drive a number of phone-based actions like email, SMS and simply connecting a mobile device to the Web. Mongoose Metrics will add another layer of depth to this process by integrating these bar codes with call tracking technology. Combining these technologies will help marketers "understand the behaviors of their prospects." The idea being that if a markter and/or advertiser knows what drives conversions, they can refine and optimize their QR efforts to continue to increase them.

More information about QR Call Tracking can be found here.

Call Tracking Solutions at Kenshoo Local

Pete Prestipino — Wed, 08 Sep 2010 18:35:00 GMT

As the Web evolves, the community of Web professionals move ever closer to true integrated marketing. Those standing at the forefront of this evolution are often the analytics vendors, whose services sit squarely between services and the consumers of those services.

For example, those advertisers bidding on keywords should know which terms and phrases are making the phone ring (and what happened on the call). Analytics vendors providing call tracking to the rescue. The result of knowing this information (courtesy of your analytics vendor) s that by understanding the correlation between a phone call and conversions, it is then possible to say which campaign modification or adjustment resulted in the phone call.

Call tracking and conversion analytics solution provider Mongoose Metrics, and KENSHOO Local, a provider of PPC campaign automation software for local SEM marketers, today announced a partnership wherein Mongoose Metrics will deliver a call tracking reporting and online-to-offline call conversion optimization solution to Kenshoo Local clients. The platform aims to help directories, CMR’s (certified marketing representative), and local marketing service providers to increase call conversions for their clients by identifying and optimizing towards highest converting keywords in search marketing campaigns.

“The combination of KENSHOO Local and Mongoose Metrics, two leaders and innovation powerhouses in their respective fields, provides advertisers with increasingly effective solutions to connect more consumers and advertisers in a way that drives the most value to their businesses– via a phone call, “said Sivan Metzger, General Manager of KENSHOO Local. “We look forward to bringing more such innovations to market with industry leading partners like Mongoose.”

SEM Call Tracking: Which 800 Number Performs Best?

Pete Prestipino — Mon, 27 Apr 2009 16:38:00 GMT

Search marketing software company Engine Ready released an interesting study on how toll-free numbers are treated.

Engine Ready used its call tracking software to create a test to determine if the use of various toll-free prefixes produced different conversion rates, measuring the impact of those different prefixes on call-in conversions and online conversions.

The sample included 18,100 visits to one lead generation site. All visits were from paid search ads in Google and resulted in 2,614 combined call-in and online conversions. The visits were split evenly among 4 distinct landing pages, each page displaying a different toll free number. Other than the different phone numbers, the landing pages were identical. All visits were recorded during the 1st quarter of 2009.

Two interesting results from the study include:

- The highest conversion rate corresponded to the 800 prefix (the oldest of the 800s) and the lowest conversion rate corresponded to the 866 prefix (the newest of the 800s). Thus, the age of the prefix appears to directly impact the call-in conversion rate.

- The toll-free prefix that accompanied the page yielding the highest online conversion rate was "888", followed closely by "866". The impact on online conversions was less than conclusive.

Some good insights can be drawn from the study; namely, that these 800 prefixes do matter. As a result, it's important to perform testing to see if there are opportunities to increase conversion rates. A write up of the 800 prefix and SEM study is available at EngineReady.com.

AdInsight Call Tracking

Pete Prestipino — Mon, 27 Apr 2009 13:52:00 GMT

Technology Company AdInsight Limited has developed an innovative online call tracking system (branded as Web Route) which can provide businesses with statistical proof of how effective their advertising campaigns are in winning customers and achieving sales.

The Web-based rule system will help businesses optimize their online ad spend by pinpointing how a phone-in customer found the company online.

There are many ways a customer could find a business online (from social media sites to pay-per-click advertisements), which is why solutions like this are so appealing to those needing to measure their channel-specific return on investment. Web Route offers a rule builder which allows businesses to create any combination of rules they wish to track, for example, monitoring a set of keywords on a specific search engine like Google using a broad match function.

"With the upgraded AdInsight tracking system, companies now have the technology to track data on customer calls, including whether those calls resulted in a sale and how those new customers found out about the company online," said Ross Fobian, co-director at AdInsight. "The overall result is that companies using AdInsight know exactly which advertising, whether it is offline or online, is driving telephone sales and which is not."