Multi-channel marketing and measurable ROI the focus of Delacon, Tableau union
Digital marketing firm Delacon has partnered with analytics platform Tableau, providing marketers with actionable insights and the capability to measure return on marketing investments across channels.
The integration of Sydney-headquartered Delacon’s call analytics technology is expected to feed rich call data into the Tableau platform which may then be matched against other data points to enable more effective marketing decision making.
Marketers and performance teams using Tableau’s interactive data visualisation dashboards can discover which media channels are effective, including highlighting the paid media campaigns driving more telephone calls. In addition, trends analysis is dynamically visualised, allowing teams to be alerted to the changes in media activities that are driving greater call engagement.
Michael Center
Michael Center, CEO at Delacon said: “We are excited to be partnering with Tableau to help companies make more informed business decisions driven by data. Our call tracking data will enhance data sets in Tableau, delivering a solid solution for marketers to measure ROI from digital spend and marketing activities across channels.”
Brian Matsubara, vice president, global technology alliances at Tableau added: “Delacon shares Tableau’s view that data should be leveraged to make informed business decisions. The integration of Delacon’s call analytics data enables customers to better gauge the effectiveness of their marketing resources. We welcome Delacon’s expertise in call analytics to the Tableau ecosystem.”
Delacon’s call tracking solution helps determine which marketing channels are producing the most calls, enabling optimisation of the right channels ensuring return on advertising spend.
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