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Table of Contents

Lead Story

Diversification, service mitigate effects of negative events


Industry Update

News Briefs


Of cash and cash discounting

Patti Murphy
ProScribes Inc.

The payments landscape 2019: What's real, what's not

Brandes Elitch
CrossCheck Inc.


Street SmartsSM:
How good is your customer service?

Steve Norell
US Merchant Services Inc.

Helping merchants select the right apps

Nicky Koopman

Company Profile


New Products

Multichannel cost-per-lead attribution, analysis

Cost per Lead
CallRail Inc.

Cloud-based retail inventory management

Vend POS


MLSs make all the difference


Letter from the editors

The phishing scourge

Resource Guide


A Bigger Thing

The Green Sheet Online Edition

March 11, 2019  •  Issue 19:03:01

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New Products

Multichannel cost-per-lead attribution, analysis

Product: Cost per Lead

CallRail, a call tracking and analytics provider, introduced Cost per Lead (CPL), a solution designed to analyze responses from multiple channels to determine a marketing campaign's true ROI. The in-app cost-per-lead solution provides insights from calls, text and form submissions, enabling marketers to assess marketing effectiveness, stated Kevin Mann, cofounder and chief product officer at CallRail.

"With CallRail's enhanced cost-per-lead solution, marketing pros can now clearly see how many leads they are generating across multiple channels and through various interaction types, and they can report this information in an easy and digestible way," Mann said.

Madelyn Newman, director of product and customer marketing at CallRail, stated that CPL is easy to set up and use. "It only takes two clicks to activate the solution; CallRail does all the math on the back end," she said. "We know that anyone doing multichannel attribution is pulling data from a lot of different places and the aggregated results can end up looking like a Frankenstein."

Democratized multitouch attribution

Newman went on to note that multichannel lead reporting is being done at the enterprise level but has not always been available to small and midsize businesses that lack the time and inhouse resources to organize and evaluate advertising responses from multiple sources.

"We democratize call tracking by making multitouch attribution accessible to a wider audience," she said. "It has been shown to be highly effective when combined with CallRail's Call Score analysis, which analyzes the calls and separates good calls from SPAM. Multichannel cost-per-lead goes a step further by showing marketers how much they spent on the good calls."

Call Score has always been able to count qualified marketing leads, Newman stated. By combining Call Score and multichannel reporting data, marketers can derive immediate insights while eliminating time-intensive cross-channel analysis, she noted.

Single-access, multichannel view

Newman mentioned that phone calls continue to be a predominant method for customers to communicate with companies and brands. Business owners need to understand which campaigns are driving call traffic and converting shoppers into buyers.

"Consumers are transacting on multiple channels and companies need a way to evaluate incoming leads from mobile, online and social media platforms," she said. "CallRail is continuously innovating and improving products that help agencies and marketers across all industries prioritize what's driving real results."

The cost-per-lead solution addresses common marketing challenges in the following ways:

"Even if a marketer has solved the attribution puzzle for their client or organization, that work is rarely fast and never easy," Mann said. "And with the disruption of digital, agencies need to own data integration and reporting to prove value and steer clear of the growing trend of businesses taking their marketing in-house. Our new in-app cost-per-lead solution is helping agencies demonstrate ROI in a way that was previously difficult and tedious to come by, which will assist in improving client retention and increasing new customer acquisition."

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Spotlight Innovators:

North American Bancard | USAePay | Impact Paysystems | Board Studios