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MarchexMobile advertising analytics firm Marchex is partnering with Facebook to create an industry-leading analytics platform to be called the Marchex Omnichannel Analytics Cloud.

The integrated technology platform will enable marketers to quickly optimize their marketing spend across all paid media channels based on actionable insight into the channels driving offline interactions with brands by consumers.

It will incorporate mobile phone interactions, as well, a timely development considering a recent study by BIA/Kelsey which suggests that phone calls to businesses via smartphones will exceed 100 billion in 2017.

“Facebook’s influence is immense, but ad exposure on social media can be difficult to tie back to phone calls or in-store purchases,” the Marchex team tells us. “This partnership eliminates that blind spot by giving marketers a deep understanding of what happens on a phone call that stems from a Facebook ad.”

“At Facebook, we know how powerful a mobile device is, and we’re proud to have created one of the most powerful platforms for global brands to reach their audiences,” said Doug Weiss, product partnership manager at Facebook. “With that power comes an acute responsibility to provide accurate data that enables brands to understand how this engagement on Facebook might be driving interactions off of Facebook.”

Industries who rely heavily on phone calls to drive appointments and sales — insurance, automotive, travel, and cable, for instance — this integrated solution allows marketers to finally have a full and accurate understanding of which marketing activity is most successful.

“Online advertising has long struggled to connect digital engagements with accurate attribution to offline interactions and sales,” explained Nikhil Kolar, vice president of product and engineering at Marchex. “The Marchex Omnichannel Analytics Cloud connects that critical moment where online influence and offline transactions meet.”

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