Telmetrics CEO: A Phone Call to a Business Is Really a ‘Data Call’

Andrew Osmak talks with us about how the company has been evolving under his leadership over the past six months, where he sees the white spaces in call and data analytics, and why a tracked phone number can be a more valuable data point than a form-fill on a website.

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.

Telmetrics Names New CEO, Looks to Prove the Value of Phone Calls — And the Digital Ads That Drive Them

The call tracking and call analytics company announced this morning that it has named Andrew Osmak its new CEO, replacing David Howard (who assumes the role of chairman of the company’s board). Osmak had been managing partner of Toronto-based Leverage Capital.

7 Tools SMBs Can Use to Track Leads

When local merchants spend big on digital marketing, they expect to see results. Without using the appropriate tracking technology, however, it can be downright impossible to determine whether a marketing method is working. Here are seven options, each for a different type of business or marketing scenario.

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…

4 Musts for Making Mobile Click-to-Call Work

In a Street Fight webinar Thursday sponsored by Telmetrics, Jay Weintraub, CEO and founder of grow.co, and CJ Arseneau, VP of marketing for Telmetrics, addressed how companies are moving closer to tracking customer purchase behavior from an online impression to offline action…

How Bad Local Data Leads to Bad Calls — And Frustrated Customers

In a pay-per-call campaign, quality and accuracy are king. Bad data results in dead-end leads for marketers, and keeps businesses from reaching the true targets of their campaigns. Here are some techniques for optimizing pay-per-call success…

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…

Hyperlocal Execs’ 2015 Predictions (Part Two): Cir.cl, xAd, Yodle, VendAsta

As we have for the past three years, Street Fight recently asked a number of hyperlocal luminaries to weigh in with their predictions for where local is headed in 2015. We ran the first installment of their responses yesterday — now here are the rest…

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…

Study: Consumers Increasingly Receptive to Mobile Ads

A new study released by xAd and Telmetrics finds that consumer engagement with mobile ads has increased dramatically over the past few years. Nearly 50% of mobile shoppers said that they found mobile ads informative/helpful — up from 22% in 2013. In addition, nearly half of respondents who clicked on mobile ads said they went on to take secondary actions (like viewing a website or searching for additional information)…

Mobile’s Increasingly Strong Influence in Consumer Purchase Decisions

The third annual installment of the xAd/Telmetrics Mobile Path-to-Purchase study shows that mobile is a powerful force throughout the consumer purchase cycle. Consumers are spending more research time on their mobile devices than on their PCs, and more than one-third of mobile users use their devices exclusively to research purchases…

In the Age of Big Data, Sometimes a Phone Call Still Works Best

More and more, marketers are turning to deep data analytics to measure the impact relative to a local marketing campaign. But call measurement provider Telmetrics says that value can still be delivered by paying attention to a more basic form of interaction: phone calls…

Why Attribution Is the ‘New Black’ in Local Marketing

Advertising performance measurement has never been a simple process, but cross-platform consumer media usage, mobile, and advanced targeting technologies have made the process of linking ad engagement to a consumer purchase action even more challenging. The next generation of proper attribution has become essential for the ad tech industry and marketers looking to make ROI-driven advertising decisions…

When It Comes to Mobile Local Search and SMBs: Mind the Gap

Mobile is inherently local and thus conducive to location-based, high-intent user engagement, all of which appeals to many SMBs. B ut mobile also exacerbates their paradox of choice. That’s why there is a big opportunity for third parties to help SMBs get there. That can be marketing or SEO consultants, but the real opportunity is for the local media organizations with deep roots and existing relationships with SMBs…

Forget ‘Showrooming’: 77% of Mobile Retail Shoppers Buy In-Store

According to a new study from xAd and Telmetrics, mobile now accounts for one third of all retail activity online with 98 million shoppers using a smartphone in their retail experience. And the vast majority of those mobile shoppers end up making purchases in-store – not on Amazon…

Street Fight Daily: Phone Firms Sell Data, A Day in Court for Yelp

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Phone Firms Sell Data on Customers (Wall Street Journal)… Another Day in Court for Yelp (New York Times)… Hyper-Local: Not A Behavioral Disease (Medium)…

Survey Shows Rise In Mobile Search as a Starting Point for Consumers

A new survey, released by Telmetrics and xAd, indicates that there is increasing use of mobile devices by consumers as a part of their path-to-purchase, as well as increasing desire for local. The results found that 45% of consumers go to their mobile device first when starting a search. One-third said they used mobile throughout their purchasing process, two-thirds switched to another device or converted offline…

Street Fight Daily: Foursquare’s Plans Leaked, Google Now on iOS

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Leaked Doc Shows Foursquare’s Big Plans for Your Check-in Data (CNet)… Google Brings Virtual Assistant to iOS ‘Now’ (Internet2Go)… Jack Dorsey Talks Square and Wearable Devices (New York Times)…

5 Ways to Track Calls Coming From Mobile Ads

The true test of a mobile ad’s effectiveness isn’t in page views or click-throughs, but in the number of actual phone calls it drives to a business. Tracking the number of incoming calls that result from a mobile ad is a measureable way for big brands and local businesses to gauge the effectiveness of their digital campaigns. Here are six platforms that businesses can use to get a better sense of how many calls are resulting from their mobile ads.