Entirely Marketing

MANCHESTER MARKETING NEWS


ResponseTap Integrates with DoubleClick Digital Marketing Via New API


Now Agencies And Brands Can Have A Greater Overview Of Their Customer Journeys Before Visiting A Website And Attain A Deeper Understanding Of Their Key Conversion Data Than Ever Before



ResponseTap Integrates with DoubleClick Digital Marketing Via New API

In keeping with its long history of integrations, ResponseTap is among the first phone call analytics companies to integrate with the DoubleClick Digital Marketing platform via its new Conversions API. 

 

The API allows rich phone call conversion data to be associated with both click-through campaigns and, more significantly, post impressions. ResponseTap is already working on implementation for its customers to ensure they get the most out of this new opportunity.

 

The ability to link digital media metrics to offline activities, such as a phone call, provides fresh insight into customer journeys enabling brands to make better and more informed decisions about their existing and future campaigns.

 

‘We’re delighted with this latest development,’ says ResponseTap’s CEO, Ross Fobian. ‘DoubleClick is a well established, leading campaign management system. By opening up its API, tech vendors such as ResponseTap can give marketers and agencies greater visibility into their campaigns.

 

‘Anything that provides a clearer overview of individual customer journeys should be applauded. Since inbound phone calls can now be analyzed within the context of other online activities in the DoubleClick platform, our customers can gain fresh, granular insights they couldn’t before.’

 

Bringing online and offline closer together

Linking offline and online customer journeys has, until very recently, been considered the Holy Grail for marketers. DoubleClick’s Conversions API is good news for agencies and brands that can now tie any phone call, whether or not it led to a sale, to an ad impression.

"DoubleClick is a well established, leading campaign management system. By opening up its API, tech vendors such as ResponseTap can give marketers and agencies greater visibility into their campaigns."
ResponseTaps CEO, Ross Fobian



 

Crucially, offline actions can now be used to customize ads and drive better conversion rates. If an ad is viewed or an inbound phone call made that doesn’t result in a sale, agencies or brands can change their messaging and/or creative and keep pushing the offer. If it did result in a sale, it can be pulled from the buyer’s line of sight and automatically switched to another product or to a cross-sell promotion, avoiding repetition and maximizing sales results. Even ads viewed with no click through can still be tied back to a call. These are known as view through call conversions.

 

An API with the customer in mind

‘We’ve been waiting a long time for this’ says Ross. ‘Knowing which ad impression led to a high level buying action, such as the customer picking up the phone to talk, is vital information that facilitates accurate campaign development. Naturally, we’re moving fast to onboard agencies and direct customers with the evolving system.’

 

Call data in the loop equals better campaign management decisions

With DoubleClick and call data combined, media managers are now better positioned to precisely reach specific audiences, and find new ways to increase the effectiveness of their marketing spend by making their advertising more relevant. An ad-initiated phone call is a key part of this context.

 

Precision timing to make the right impression

Says ResponseTap co-founder, Richard Hamnett, ‘contextual advertising is only worthwhile if it actually is contextual. When it comes to ad impressions and PPC, that context is ‘timing’. You’re not going to sell a customer a holiday today if they went and booked their holiday yesterday.

 

‘The ResponseTap integration with DoubleClick is one step closer to achieving true online and offline cross-channel attribution. It helps media managers deliver the right creative at the right time. What’s more, new insights can be used to create campaigns that do a better job of engaging and selling ­– that help the brand-consumer relationship to positively evolve. These are the things every agency and company want to see happening. ResponseTap’s integration with DoubleClick is going to be a big help.’




DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.





Get The Entirely Weekly Brief In Your Inbox


Add my business skills


MANCHESTER MARKETING PROFILES
MOST SHARED


Manchester Metropolitan University

Business School


Manchester Metropolitan University MMUs Business School, part of the Faculty of Business and Law, is one of the UKs top Business Schools which offers high quality taught responsible management and business courses with professional accreditation and transformational applied research. At Manchester Met, our MBA programme will teach you all the skills you need to move to the next level of your business career. Our engaging course can be tailored to suit your goals with a choice of modules.






WhiteNoise Media

Online Video Marketing


WhiteNoise Media are experts in making your story move audiences. WhiteNoise Media use world class filmmaking and online advertising with cutting edge digital skills to produce online video marketing campaigns that move audiences and create customers. From broadcast TV commercials to fully integrated animation campaigns, we bring brands to life across every imaginable channel and device.






Red Cow Media

SEO Manchester


Red Cow Media are an award winning digital marketing agency based in the heart of Manchester. We specialise in SEO, PPC, Social Media, Retargeting and many other aspects of digital.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, we've seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever solution you need, weve got you covered.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, weve seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever you need, weve got you covered.






MARKETING NEWS THIS MONTH

Got some News to share? Click here.

Growing Digital Agency Celebrates 3 Years In Business




Orega still welcoming StartMeUp Pitch entries as 15 January deadline approaches




MediaCom in Leeds sees gold with NHS blood campaign




Mostyn Estates talks history of the family at IoD dinner




Digital Agency Adds New Account Manager




Don't let auld acquaintance be forgotten this New Year




New employee advocacy training is set to help businesses grow in the North West




every1 launches FSB's digital magazine as latest addition to redesigned website




Network with the best in the North West at Blackpool Expo 2016




Liverpool John Lennon Airport director touches down at IoD business breakfast




Five winners crowned at first Northern Power Women Awards




Social Chain Awarded Large Digital Agency At Prolific North Awards




Get The Entirely Weekly Brief In Your Inbox


Add my business skills


MANCHESTER MARKETING PROFILES
MOST SHARED


Red Russian PR


Red Russian PR is a media relations company incorporating innovative and dynamic marketing strategies for an eclectic mix of highly creative individuals and companies. Our objective is to elevate company profiles to specific consumer demographics to create exposure and awareness through relevant media channels.






Roland Dransfield PR


Prolific North's Best Small PR Company of the Year 2013, Roland Dransfield PR is a dynamic, dedicated and creative PR company based in Manchester.