The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Customer Experience Advertising

Marin Software partnership with ResponseTap tracks customer journeys completed offline after seeing online ads

By Angela Haggerty, Reporter

October 8, 2013 | 2 min read

Customer journeys more likely to be completed on an offline channel following online advertising can be more closely tracked as a result of a partnership between Marin Software and call tracking and analytics firm ResponseTap.

Deal: The partnership will connect telephone conversions to online ads

The partnership has so far allowed travel company TUI to cut their cost per lead online by half and works by making the connection between services advertised online but converted via a telephone call, offering a solution for digital marketers struggling to analyse customer journeys which cross both on and offline.

As well as enabling marketers to more accurately attribute sales to campaigns, the technology will deliver more in-depth insight on which online campaigns drive more telephone sales.

Ross Fobian, CEO at ResponseTap, said: “Even in the digital age, customers still want verbal reassurance before committing to a sale – particularly when it comes to high value or complex purchases like holidays, or financial products.

“That’s they it’s critical to match telephone sales to the online marketing that originally captured interest.”

According to research from Econsultancy, 54 per cent of digital marketers say they are currently unable to analyse customer journeys that cross between online and offline.

Customer Experience Advertising

Content created with:

Marin Software

Marin Software is an online advertising company headquartered in San Francisco.

Find out more

ResponseTap

Providing the missing piece of data to optimize marketing spend and make call centers more efficient, Call Intelligence from ResponseTap gives brands and agencies...

Find out more

More from Customer Experience

View all

Trending

Industry insights

View all
Add your own content +