After the Click | Street Fight

Why Call Tracking Works Across a Variety of Local Marketing Contexts

Donna M. Airoldi

Why Call Tracking Works Across a Variety of Local Marketing Contexts

Call tracking and analytics can be implemented across any media channel — although online search, directories and context-based marketing are especially important avenues. The key is to include a tracking component to measure and capture post-call, offline information and behavior in order to identify real advertising value…

Solving Mobile’s Attribution Problem

The Editors

Solving Mobile’s Attribution Problem

Traditional online metrics, focused more on website clicks, fail to accurately capture online-to-offline attribution. How can companies “close the loop” on measuring mobile ad effectiveness? An important way is through calls, given that 30% of display ad secondary actions are calls…