Partners Link Web Ads to Phone Calls

Call tracking specialist Mongoose Metrics has announced a partnership with Webtrends, to provide a transparent model for measuring the effect of online campaigns in driving phone calls, and subsequent business results.

Mongoose Metrics is a privately-held company based in Independence, Ohio and was founded in 2007, offering technology which integrates phone call reports into third party web analytics packages.

The partners say businesses can now calculate financial success for every form of advertising they are paying for, measuring and analysing offline conversions (phone calls) to more effectively determine success and make informed spending decisions. They hope to answer questions such as Do my Web marketing campaigns generate phone calls? and Do these phone calls generate revenue?, by tracking individual sessions from web to phone and delivering key data about the phone call back into web analytics.

Mongoose CEO Bradley Reynolds says his firm's technology 'can expose who is calling along with a rich trove of information including why they are calling, what they are looking for as well as a comprehensive marketing behavioral analysis.'

Jeff Seacrist, Product Marketing Director for Webtrends Open Exchange, says the deal should provide customers with 'a seamless way to understand the role the phone plays in optimizing online interactions and conversions.'

Web sites: www.mongoosemetrics.com and www.webtrends.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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