Outbound Call Center Featured Article

Mediahawk Integrates Google Analytics to Help Marketers Track Telephone Responses to Online Campaigns

By Madhubanti Rudra
TMCnet Contributor

Online marketing is increasing in importance as well as in volume. Pay per click advertising, search marketing, social networking and email marketing- online marketing has acquired a huge momentum and the marketing gurus are making full use of the power of web to promote their clients' brands.

In the days of converging media, it has become important for both the marketers as well as advertisers to assess the success of their campaign both in terms of online conversion and telephonic responses. It is not enough to know which keyword search has led to maximum sales conversion, it is now equally important to know, which search words on the ad has the greatest ability to generate maximum number of telephone enquiries.

Mediahawk, which calls itself a call tracking specialist, has forged alliance with Google (News - Alert) Analytics to track telephone calls made in response to various forms of digital marketing campaigns.

Google analytics provides a useful tool for analyzing the success of any ad campaign. Mediahawk's Google integration enables marketers to clearly see both their online and offline traffic and conversions, through Google Analytics.

At present industry has a very few tools which can help marketing companies assess the success of their campaigns. As compared to compared to online conversions, it is even more difficult to measure the success of online marketing in terms of generating telephone enquiries.

Mediahawk-Google tie up is aimed at bridging this gap.

The Google integrated Mediahawk will provide the marketers all the right information for  improving their understanding of which forms of online marketing are working to generate telephone calls into their business. This will help them change their marketing strategies according to local needs and increase enquiry levels using tactical marketing by re-allocating spend to more successful areas.

Mediahawk helps track a telephone number as soon as a prospect clicks on the online ad. Once the prospect is on the website the number they use to call will be tracked right from where they originally clicked through. This way all online advertising can be monitored and calls that come from this activity can be tracked and displayed in the same way that website traffic currently is.

"The internet is a highly competitive area for many brands and to be able to have an understanding of which keywords prospects have searched on to find them is essential. Up until now, marketers have only been able to find out this information through their Google Analytics web tracking. Mediahawk has integrated their call tracking system with Google Analytics to show marketeers how many telephone calls have come from particular keyword searches, website promotions and pay per click advertising," said Michael Morrell, managing director of Mediahawk.