Call tracking, call analysis and bid optimisation rose to new heights today with the announcement that local leading-edge Sydney company, Delacon, has joined as an integration partner with global innovation giant, Marin Software – a leading online ad management platform (NYSE: MRIN).
The partnership between Marin Software and Delacon comes during an exciting period of growth for Marin Software, which on November 15, 2014 was ranked 83rd on Deloitte’s Technology Fast 500™, a listing of the who’s who of companies behind the most exciting and innovative products and services in the technology space.
Delacon CEO, Michael Center said, “Many of the world’s biggest brands rely on Marin Software to manage more than $5 billion of annualized advertising spend. It makes sense for Delacon to partner with Marin Software and bring the latest innovations in call tracking and analytics technology to Marin’s ad management platform in Australia. The integrity and accuracy of our data combined with the proven ROI of the Marin platform is the reason why we see this partnership dominating the market in 2014 and we’re not shy about having this bold statement put to the test.”
Delacon’s call tracking analytics captures intelligence on calls made and matches the data with telephone sales to the online marketing effort that originally captured a visitor’s interest. Marin Software integrates this data into its online advertising management platform for search, social, mobile and display campaigns. Within Marin this data is turned into actions which helps optimise online advertising spend.
“Our integration with Delacon will enable our customers to have far greater insight into the relationship between online and offline conversions. This powerful partnership will provide Australian marketing professionals with full transparency of the value their activities are driving, and empower them to make actionable decisions to drive more conversions and optimise ROI,” stated Roland Irwin, General Manager of Marin Software Australia.
Facts for Digital Marketers and Agencies
The Delacon and Marin Software partnership provides an opportunity for savvy digital marketers and agencies concerned about how to differentiate themselves in an ocean of competitors. The benefits of integrating call tracking data with a proven bid optimisation platform gives marketers a significant point of difference; ultimately positioning them ahead of their competitors.
The IBISWorld Industry Report M6941 “Advertising Agencies in Australia” (February 2013) highlights the trend by agencies to restructure towards greater integration and specialisation in differing advertising media.. The main driver of the trend has been competition among advertisers for clients that are increasingly demanding accountability and value for money.
From now up until 2017-2018, the industry is expected to further reinvent its services to be more inline with increasingly fragmented media and advertising environments. A greater share of advertising dollars will be chasing online consumers with IBISWorld forecasting that spending on online advertising will account for approximately 18 percent of total media advertising spend by 2017-2018, up from an estimated 13 per cent in 2012-2013.
Delacon has extensive expertise in developing leading edge telecommunication technologies that help businesses stay ahead. Since the company’s beginning in 1996, Delacon has been committed to developing products that help businesses improve their day to day operations and marketing ROI. Over the past few years the company’s efforts have been focused on delivering a world class call tracking solution to support directory companies, digital media agencies, data driven marketing professionals, direct marketers, SME and enterprise businesses.
About Marin Software
Marin provides a leading revenue acquisition management platform used by advertisers and agencies to manage more than $5 billion in annualised ad spend. Offering an integrated platform for search, social, display, and mobile marketing, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Headquartered in San Francisco, with offices worldwide including Sydney, Marin’s technology powers marketing campaigns in more than 160 countries.