7 Call Analytics Platforms Using Machine Learning to Identify Caller Intent

Providers are introducing adaptive learning technology to categorize data and generate insights from inbound phone calls, giving merchants the ability to better understand what types of telephone calls are being driven. Here are seven examples of call analytics and attribution providers using advanced technology to identify caller intent.

Online-to-Offline: Is Local’s Holy Grail Within Reach?

The outcome could be the biggest step towards local ad attribution we’ve seen yet. And Facebook’s sheer scale will force more advertisers’ hands — especially those still not doing more to measure activity where $7 trillion in U.S. consumer spending happens.

6 Call Tracking Platforms for SMBs

As SMBs explore new digital advertising opportunities, they’re becoming even more reliant on call tracking platforms to determine what’s working and what’s not. Here are six examples of call tracking platforms that businesses are using right now.

Openings and New Hires at Yext, Acquisio, and ServiceTitan

Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. In this week’s column, Yext hires a slew of new executives, Acquisio brings on local marketing expert Sebastien Provencher as VP of product, and ServiceTitan appoints a new head of sales.

Click-to-Calls Are Clicking — And a Lot of the Sales Are Close to Home

A new study from Marchex has put a dollar amount on the business generated when consumers tap on a click-to-call ad or search listing on their mobile device: more than $1 trillion each year.

6 Tools for Linking Digital Marketing Efforts to Offline Sales

Only 18% of marketers currently say they feel “very confident” in their ability to measure mobile ad ROI. In order for that number to increase, marketers will need to partner with hyperlocal vendors that provide online-to-offline ad attribution. Here are six examples of vendors that they could work with…

Street Fight Daily: Amazon Enters Local Travel, Facebook’s Coming Algo-Change

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Travel Launches New Brand, Amazon Destinations (Skift)… Facebook Is Making 3 Big Changes To Its Newsfeed Algorithm (Business Insider)… $47B Of Local Ads Programmatic By 2019 (NewNewsCheck)…

7 Strategies for Growing Online-to-Offline Conversions

It’s no secret that mobile activities are driving traffic to brick-and-mortar businesses. However, the majority of national retailers, brands, and even local merchants still have no idea how well their digital marketing initiates convert…

Marchex: Marketers Spent $4B on Mobile Search Ads To Drive Calls In 2014

Mobile advertising technology company Marchex is trying to close the massive attribution gap for marketers who spent $4 billion in 2014 to drive phone calls through click-to-call ads — yet had no way to know which keywords produced the calls…

Street Fight Daily: Twitter Courts Small Business, Apple Eyes Search

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyTwitter Seeks To Prove Value For Smaller Advertisers (AdExchanger)… Apple May Be About To Take On Google With Its Own Search Engine (Cult of Mac)… Groupon in Talks to Sell Majority Stake in Ticket Monster (Wall Street Journal)…

Phone Leads for Local Businesses: The Unsexy Cousin of the Click

We’re seeing tech and media worlds finally come around to what we’ve been saying for years: phone calls are what businesses want. That’s especially true in high-value categories like professional services, autos, travel and insurance. Clicks and impressions, despite a sexier image, aren’t as valued in lots of cases…

In Push to Measure Mobile ROI, Marchex Beefs Up Call Analytics

Marchex, the publically-traded call analytics firm, has released two new products this morning aimed at improving its ability to attribute calls to mobile actions and to determine the actual quality of a call. The move comes as a number of advertising technology firms have launched new attribution services in recent months, scrambling to measure return on investment for an increasingly interested, but skeptical, brand advertiser…

9 Strategies Merchants Can Use to Protect Their Reputations Online

It’s not uncommon for local merchants to go to the extreme to make a great first impression when customers arrive at their businesses — designing custom signage and selecting window displays with the utmost care — without giving a second thought to the first thing potential customers see when they search for their companies online. Here are strategies that merchants can use to protect their reputations and make a great first impression on the web…

Report: Brands Can Save Big by Centralizing Local Marketing

With 99% of co-op dollars spent offline, national brands are missing a massive opportunity to reduce marketing costs and generate leads for local affiliates, according to a new report by Marchex. The study, which analyzed data from past campaigns on the platform, found that by centralizing local marketing campaigns traditionally left to less-savvy local affiliates brands can dramatically improve the impact of their local efforts….

What Do Google’s Enhanced Campaigns Mean for SMBs?

To wildly mixed reactions, Google last week announced a major redesign to its pervasive AdWords SEM platform. Known as Enhanced Campaigns, the redesign will force advertisers to run a single, converged — though conditionally governed — campaign across desktop, mobile, and tablet devices…

Reputation Management: Making the Connection with Small Businesses

Now that everyone has a timeline of online activities going back several years — one that family members, prospective employers, and potential life partners are looking at and judging us by — we have all become public figures to an extent, and at the same time we’ve had to transform ourselves into hall monitors of our own online activities. So why hasn’t reputation management become a de facto part of every small business marketing plan?