Satellite Technology Feature Article
October 19, 2009
Telmetrics/TARGUSinfo Partner to Improve Ad Campaign Effectiveness
By Brendan B. Read, Senior Contributing Editor
In today’s challenging economy, ROI is king. If money is to be spent it has to show maximum returns. There is no allowance for waste or failure. That especially goes for advertising, made doubly difficult with all too many consumers juggling budgets and spending whom not too long ago it seems could buy almost anything that is offered to them. Competition is therefore fierce of this shrunken pool of buying power.
Telmetrics, which provides advertising call measurement solutions, and TARGUSinfo, which supplies identification, verification, scoring and location solutions have engaged in a timely partnership to offer national advertisers a combined call routing and call measurement solution.
The new service provides national marketers with better visibility into advertising performance. This is accomplished by identifying and measuring phone leads generated by their direct-response campaigns and routing those calls to the most appropriate contact center or branch location to maximize conversions.
Telmetrics tracks and measures consumer response to any direct-response broadcast, online or print campaign that features a call-to-action with a phone number. The addition of TARGUSinfo’s (News - Alert) On-Demand Location services routes those customer calls via a unique toll-free 800 or local number to the most appropriate local branch, franchise or contact center.
Both firms leverage substantial experience in their respective fields. Telmetrics has since 1990 been providing call tracking to media publishers, agencies and marketers, utilizing proven proprietary methods. TARGUSinfo, founded in 1993, has pioneered key call processing innovations such as those that capture identifiers such as phone numbers and in realtime, and append attributes like names and addresses, resulting in 21 core patents.
“Giving national advertisers another tool to help allocate dollars wisely, we have combined world-class call measurement with call routing: which will help our clients measure their campaign performance and track conversions,” says Bill Dinan, president, Telmetrics. “National advertiser clients can now more efficiently route calls generated by their campaigns and view reports that help determine campaign ROI.”
“We are pleased to partner with Telmetrics to offer the industry’s first combined call routing and call performance solution,” said Paul McConville, executive director, TARGUSinfo. “Our patented call routing service ensures that advertisers are able to maximize their direct-response marketing by delivering a first-rate customer service experience that can be customized for each caller: instantly directing them to the nearest service or store location based on their needs.”
Meineke Car Care Centers, a franchised automotive services company representing more than 900 service centers worldwide, is a TARGUSinfo and Telmetrics customer and is currently using both solutions.
Brendan B. Read is TMCnet’s Senior Contributing Editor. To read more of Brendan’s articles, please visit his columnist page.
Edited by Erin Harrison
