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.
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.