Technology Featured APAC

Delacon launches call tracking integration for Google Ads

Sydney, Australia – Digital marketing company Delacon has integrated its call tracking solution into Google Ads, enabling marketers to more effectively attribute campaign performance.

Delacon now surfaces in all Google Ads accounts, providing natively integrated call tracking data to its clients and others wanting to record and monitor call extensions, for a fuller understanding of the effectiveness of search campaigns.

The call tracking integration works with its Interactive Voice Response (IVR) feature – which captures the phone menu options pressed by a caller – provides a more granular layer of call attribution data.

“When a customer calls directly from a Google ad, marketers can see which keyword groups, ads and campaigns drove the engagement, all reported in real time. Delacon’s call tracking solution also monitors time, date, length and result of calls; geographical location; number of calls per web source; online browsing activity in the lead up to the call; campaign ID and the call outcome,” Delacon said in a statement.

Michael Center, CEO at Delacon, said, “Previously marketers would need to specify which phone number belonged to which campaign to track any phone calls made directly from a campaign ad. Now, as long as a phone number is attached to a Google Ad, call tracking data can drive additional value for businesses. This integration increases call tracking accuracy and gives greater visibility on calculating cost per lead and cost per acquisition, which in turn improves campaign optimisation and drives increased return on investment.”

He added, “As a leading global provider of feature-rich call analytics, we continue to identify new ways to innovate our offering. Partnering as a Google Analytics Certified Partner for this latest integration and becoming the first in Asia Pacific to deploy our platform across Google Ads, is recognition of our expertise and the talent within the team.”

Technology Featured ANZ

Delacon partners with Tableau for multi-channel marketing

Sydney, Australia – Digital marketing company Delacon has partnered with analytics platform Tableau to integrate its call analytics technology with the Tableau platform. This in turn provides marketers with actionable insights and the capability to measure return on marketing investments across channels.

In addition, the integration of Delacon’s call analytics technology will feed rich call data into the Tableau platform which may then be matched against other data points to enable more effective marketing decision making.

Michael Center, CEO at Delacon said, “We are excited to be partnering with Tableau to help companies make more informed business decisions driven by data. Our call tracking data will enhance data sets in Tableau, delivering a solid solution for marketers to measure ROI from digital spend and marketing activities across channels.”

Meanwhile, Brian Matsubara, vice president, global technology alliances at Tableau, commented, “Delacon shares Tableau’s view that data should be leveraged to make informed business decisions. The integration of Delacon’s call analytics data enables customers to better gauge the effectiveness of their marketing resources. We welcome Delacon’s expertise in call analytics to the Tableau ecosystem.”

Delacon’s call tracking solution helps determine which marketing channels are producing the most calls, enabling optimisation of the right channels ensuring return on advertising spend.

Marketing Featured ANZ

Marketing specialist Delacon bags three new accounts for call analytics services

Sydney, Australia – The Australian arm of Delacon, a global marketing specialist that provides a platform for brands in call analytics, has signed in three new accounts namely auto parts brand Bridgestone Australia, energy retailer Simple Energy, and payment terminal Smart Pay.

The three are the latest brands to engage Delacon to measure advertising campaign performance and ensure optimization. . Delacon shared that it has added more than 40 new clients over the past six months, which it sees as a result of the new working from home culture leading to a surge in calls with consumers preferring voice-to-voice exchanges over online exchanges.

Michael Center, CEO at Delacon said, “We’re delighted to be working with leading brands such as Bridgestone Australia, Simply Energy, and Smart Pay to help maximize their marketing investment and provide granular call tracking data to inform future media planning.”

Through the new partnerships, the three companies will be utilizing Delacon’s call tracking solution to help determine which marketing channels are producing the most calls, to achieve optimization, and to aim for a return on advertising spend. 

“Delacon has seen huge growth from organizations wanting to better track inbound calls from consumers during the pandemic as marketers re-evaluate ad spend across all channels, including phone calls. With more calls coming in, it has never been more important for companies to ensure they are able to provide excellent customer service over the phone and track where these calls are coming from,” Center added.

The agency notes that between June and August last year, phone call volumes have doubled when compared to the total call time minutes from the same period in 2019. These call surges are seen in health and general insurance, banking, telcos, home improvement, and B2B products and services.