RALEIGH, N.C., Sept. 25, 2018 (GLOBE NEWSWIRE) -- Clients using Tru Measure’s digital marketing services platform with Tru Track call tracking solutions can rest assured the caller audience analytics data informing their campaign performance reports is highly accurate. Whereas two-thirds of respondents to a recent Lotame survey indicate they are only somewhat confident in the demographic data they buy, Tru Measure customers can be 100 percent confident with the newly introduced integration of consumer identity management expert Infutor’s data.
“At BH Media, we’ve found the caller analytics data in our reporting dashboard is beneficial for several reasons,” said David Klemencic, Director of Digital Advertising Operations at BH Media, a division of Berkshire Hathaway and local media publisher client of Tru Measure. “For example, knowing whether important calls are being answered and routed effectively has helped improve conversion rates for advertisers. Using consumer identity data along with overall call tracking data creates a deeper understanding about each caller, helping us hit our target audience, taking us beyond impressions and clicks and into developing strategies that help businesses grow.”
The call tracking solution helps media and agency customers order, manage and resell call tracking numbers for their advertisers, while also providing valuable analytics and insights that connect calls made to an advertiser to a specific tactic, creative or campaign. Elevating their data set, Tru Measure’s partnership with Infutor includes the following consumer data that has helped BH Media and their advertisers better understand who their callers really are.
The following data points from Infutor’s robust consumer identity graph enhance Tru Measure’s established call tracking service, which includes calls by day of week, time of day, recordings, caller’s number and sometimes name and address, as they can be used to help redefine a target audience segment, retarget and reach more look-alikes via traditional and digital media such as paid social, search engine marketing (SEM) and targeted display.
- Gender
- Marital Status
- Property Type
- Home Ownership
- Phone Type
- Education Level
- Age
- Income
- Home Value
“We are excited to work with Tru Measure to enhance their inbound call records with quality consumer identity data to help advertisers understand who is calling and what media prompted the call,” said Gary Walter, President and CEO of Infutor. “As consumer identity changes quickly, Infutor takes great pride in the recency and accuracy of its multi-sourced, authoritative data. We make more than 97 million daily updates to help identify, verify and score 260 million consumer records.”
By tapping into Infutor’s on-demand inbound ID Ver solution, Tru Measure can instantly deliver complete and enhanced lead data from a caller’s phone number. These verified identities help advertisers know who callers are, prioritize leads and determine which campaigns are most effective in generating quality leads.
“The data sourced from call tracking is invaluable in today’s digital age,” said John Hoeft, Tru Measure’s General Manager. “Recordings tell the story of how customer service and sales development representatives are performing and general data points like day of week help to inform when to deploy campaigns. Adding Infutor’s consumer identity data provides a roadmap for more effective messaging, better retargeting and the ability to reach more look-alike audience segments.”
The Tru Track solution includes call tracking, site tracking codes and a dashboard that pulls it all together for a compelling ROI story. When running these features in tandem with digital ad campaigns, Tru Measure can reliably prove their value down to every call, every click and every conversion.