Tag management firm TagMan and call tracking specialist AdInsight have announced a partnership to connect the dots between customers’ complete online journeys and their phone calls to a business.
AdInsight provides call tracking technology that enables advertisers to provide a unique phone number to customers and track the precise keywords, for example, through which a caller has arrived at their website.
By combining this technology with TagMan’s full path-to-conversion reporting, the two companies aim to offer advertisers the ability to map a customer’s journey through all the online marketing campaigns they viewed and interacted with to offline conversions via phone.
The partnership will see technology integration by the two companies through which they’ll work to house AdInsight’s tracking inside the TagMan tag management system.
Alex Rodriguez, UK MD of TagMan said: “The holy grail of campaign tracking is to combine the intense depth of online reporting with the contribution of offline channels so advertisers can gain a single view of their customers. By plugging AdInsight into our tag management system, we’ll be enabling our clients to take the first step on that path. If an advertiser can see what online marketing campaigns drove particular phone conversations, they can focus more on the activities that drive ROI, and less on those that don’t.”
Richard Hamnett, Technical Director at AdInsight, said: “This integration fuses together two of today’s most exciting and effective analytics tools providing a richer, more accurate tracking experience to our customers whilst further strengthening AdInsight position as the market leader in phone-call analytics.”