As a marketer, there will be a number of different online applications that you’ll use to help with your advertising and lead generation. One of the difficulties that marketers often experience is that they have to log into several different systems to amend their adverts, and it is often difficult to see which of these online adverts are generating offline leads – let alone having to remember different log in details for each system!
With Mediahawk’s Marin integration, the gap between online and offline responses is getting smaller. By using Mediahawk’s website visitor call tracking and Marin’s revenue acquisition management platform, not only can you see what adverts are generating clicks, but you can also start to see which adverts are generating calls.
Mediahawk’s Marin integration has linked offline responses to your online ads in a quick and easy setup. The integration allows you to see what ads are generating calls to the business and to be able to differentiate between quick general enquiry calls, to longer sales calls. It’s simple to set up the Marin integration within Mediahawk. All that is required are the FTP details – provided by Marin.
As part of the setup, a call length value (in seconds) will be defined. When calls over this length are received in response to the ad, a revenue value of £2.00 will be sent to Marin. All calls under this length will be given a lower revenue value of £1.00. This means that not only will you be able to see what ads are generating calls, but you can also see which ads are generating calls that are above a particular length and are considered a value to the business.
Analysing customer behaviour
Once a day, Mediahawk uploads a file of data to Marin. This file includes the date of the call, information about the ad that was clicked, the number of calls that were generated by the advert, and the revenue value. These insights that will enable digital marketers to better understand the performance of their marketing channels, as well as the customer journey.
Plotting the increasingly intricate customer journey across an ever expanding range of devices, as well as online and offline channels, is one of the biggest challenges facing marketers. Integrating Mediahawk’s call tracking reports with your other data provides you with a 360 degree view of your advertising response.