Integration quantifies offline conversations advertising campaigns generate
August, 2, 2016, London: Infinity Tracking, call tracking and hosted PBX service provider, has today announced the launch of its Post Impression Call Tracking with DCM. The integration enables marketing managers and agencies to quantify the success of an advertising campaign in terms of the number of offline conversions it generates.
The Infinity-DCM integration enables businesses to collate both online impressions and Infinity Tracking phone call data, providing insight into whether, and how far, display ad impressions translate into offline conversations, such as phone calls.
Mark Boniface, Product Director, at Infinity Tracking said: “Measuring the effectiveness of display campaigns has always presented a challenge. Infinity’s new integration with DCM gives paid media managers' visibility of how display ad impressions have contributed to offline phone call conversions, a world first.”
“The result is a view in DCM of all customer interactions, across all digital channels now including phone calls generated by display impressions. This opens the doors to maximise the use of DCM lists to target specific audiences in a variety of ways, such as intelligently reducing display ad spend on customers who are identified to have already converted on the phone or creating uplift potential by using these metrics to create complex upsell or cross sell workflows. This combination of maximising revenue and reducing spend via intelligent ad filtering give agencies and clients a distinct and sudden advantage in being able to prove the value of their campaign approach.” continues Mark.
Infinity Tracking is the first call tracking company to integrate with DCM. DCM is specifically designed to: hold audience information of all interactions across all channels, including impressions, clicks and paid search activity, and manage ad creatives and the delivery of ads to customers.