Telephone application platform company IfByPhone made a whopper of an announcement today. Marketers are now able to integrate direct-response call data with Web-based advertising information available from Google¬¨¬®‚àö√ú Analytics. That essentially means that it's now possible to gauge the impact of an offline lead-generation campaign.
Ifbyphone blends call-detail data with Google Analytics website statistics, creating a Marketing 2.0 "mashup" that essentially measures the success of how well an ad performed as part of an integrated marketing campaign. The data that results provides detailed insights as to where the telephone calls came from the same way website and click-stream data is viewed with online campaigns. The IfByPhone app creates a pseudo Web page that is dynamically linked to the Smart Telephone Number assigned to an Ifbyphone customer's account. Each time the phone rings, a page view is automatically counted by Google to provide advertisers with new insight from their inbound lead generation telephone activity in a far more comprehensive manner. In addition to page views, each telephone number may also be associated with a Google tracking value for source, content, campaign, term and medium.
Ifbyphone CEO Irv Shapiro said, "We've now make it easy for any advertiser to track, trace and report a campaign's specifically assigned telephone numbers that are published in ads and company literature, or aired on television and radio spots, and track calls in Google Analytics."
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.