Advantix Media - Search Engine Marketing

As Web marketing was becoming more sophisticated, Jim Bjurman from Advantix Media recognized the need to track offline activity that resulted from online marketing campaigns in order to demonstrate return on investment to his clients. For the past year, Advantix Media has accomplished this by partnering with Marchex and using the company's call tracking and dynamic number replacement platforms.

“In the past, we could show number of clicks, how many forms were filled out or coupons were downloaded,” Bjurman said. “But if one of our campaigns also generated hundreds of phone calls, we had no way of tracking them and, therefore, wouldn't get the credit.”

This presented a problem, as many people still like the personal nature of a phone conversation when making a buying decision, according to Bjurman. With Marchex Call Analytics, Advantix assigns dedicated phone numbers to each online campaign the firm launches and tracks calls to those numbers. Advantix can then show actual call data to customers in real-time.

All Advantix campaigns also use Dynamic Number Replacement. “It's the only practical solution available to isolate the success of our campaigns from organic traffic to a site,” Bjurman added.

Marchex Call Analytics helps Advantix prove value to customers.

“Providing offline tracking capabilities helps us exceed customer expectations,” Bjurman continued. “We are able to improve campaign performance and provide a higher level of service than our competitors.”

“We even highlight this measurement tool as a part of our business development process. It has helped us attract clients,” concluded Bjurman.