NEW YORK -- Online marketing software company Outleads.com unveiled a new patent-pending technology that uses a single phone number to track all phone calls that originate on a business’ website. Trademarked Dynamic Capture™, the technology assigns each phone call request a unique ID, and distributes this ID to the phone call, the website’s analytics system, and leads management system. It then uses the ID to retrieve from the analytics system details about the visit associated with each phone call, including source, ad clicked, device, visit length, and webpage from which the call was initiated. Outleads also uses the unique ID to verify that calls were completed, ensuring data accuracy.
Together with Dynamic Capture™, Outleads also announced the debut of Segment Precision™, a second patent-pending technology that works with Dynamic Capture™ to enable sophisticated segmentation of website visitors. Segment Precision™ uses data gathered by Dynamic Capture™ to associate offline, post-visit events with the original website visits and records these events in the website’s analytics system. Using Google Analytics visitor segments, the original visits can then be grouped into distinct customer groups that advertisers can use to deliver well-targeted remarketing campaigns – for example, advertising to callers that did not make a purchase or visitors that did not call.
“Dynamic Capture™ offers a viable alternative to prevailing existing methods that involve assigning a unique phone number to specific marketing channels, or dynamically generating forwarding phone numbers from a finite pool,” says Outleads founder Dorin Rosenshine. “By using a single phone number for all tracking, Dynamic Capture™ eliminates the need to buy and maintain multiple phone numbers, greatly reducing the costs associated with traditional phone tracking methods. In addition to reduced costs, Dynamic Capture™ offers enhanced branding through the ability to consistently market a business’ real phone number. Dynamic Capture™ does not rely on the dialed phone number to match callers and visits, thereby eliminating the need to mask a real phone number with random numbers notorious for getting recycled through other businesses.”
The specific mechanics behind Dynamic Capture™ vary slightly depending on a user’s device. For desktop visitors, a “Call” button appears on a webpage, which when clicked initiates a phone call to the Outleads network through the visitor’s browser. Since the call occurs through the browser, the visitor is unaware that he is not calling the business directly. Outleads receives the call request, associates it with a website visit in the business’ analytics system, and forwards the call.
A similar “Call” button also appears on mobile devices. When a visitor clicks the button or link, an alert pops up on their phone – much like it does when clicking any standard telephone link on a mobile device – however, the number shown is a number in the Outleads network or forwarded to such a number. The technology uses this single phone number for every call request. When the visitor clicks “Call”, Outleads receives the call request, associates it with a website visit in the business’ analytics system, and forwards the call.
Additional features include updating call log records via SMS and e-mail, tracking phone calls that originate in some third party websites that grant HTML editing capabilities (notably Craigslist), and pushing call data into Adwords as offline conversions.
Although Dynamic Capture™ can be adapted to nearly every analytics system on the market, only Google Analytics is currently supported. The technology is also compatible with most leads management systems, including Outleads’ own system. In addition, a plugin for Salesforce is forthcoming. For more information, visit outleads.com.
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