Ifbyphone, a hosted telephone application platform company, reportedly has announced that its marketers can now integrate direct-response call data with Web-based advertising information from Google (News - Alert) Analytics in order to assess the effectiveness of a lead-generation marketing campaign.

 

To gauge the effectiveness of a campaign, Ifbyphone (News - Alert) integrates call-detail data with Google Analytics Web site statistics. That’s done by creating a marketing 2.0 mashup that measures the success of an integrated marketing campaign.

 

SMBs will benefit the most from such a Data Mashup, which solves the problem of tracking and comparing offline sales lead-generation effectiveness with online marketing efforts. Ifbyphone’s solutions are available directly to SMBs and through a network of direct marketing resellers.

 

Information from marketing 2.0 mashup provides marketers and advertisement agency executives with the results needed to evaluate where the telephone calls came from the same way Web site and click-stream data is viewed with online campaigns.

 

Closed Loop Marketing, a firm that specializes in search-engine marketing and conversion optimization, considers Ifbyphone integration as a tool to get the most from marketing campaigns.

 

Many advertisers have been frustrated that they couldn’t track phone leads and sales the same way they track them on the Web, according to Lance Loveday, chief executive officer of Closed Loop Marketing.

 

“By integrating call data into Google Analytics, Ifbyphone has solved this problem,” Loveday said. “Advertisers with multiple sales channels will finally be able to judge the true performance of their campaigns at a very detailed level, which will ultimately allow them to spend their limited advertising dollars more intelligently.”

 

The Ifbyphone integration for Google Analytics creates a pseudo-Web page that is linked to the smart telephone number assigned to an Ifbyphone customer’s account. Each time the phone rings, a page view is automatically counted by Google to offer advertisers with insight from their inbound lead generation telephone activity.

 

“We’ve now make it easy for any advertiser to track, trace and report a campaign’s specifically assigned telephone numbers that are published in ads and company literature, or aired on television and radio spots, and track calls in Google Analytics,” said Irv Shapiro (News - Alert), chief executive officer of Ifbyphone.