Marketers Get Better Lead Generation Insight Via Call Tracking

SYDNEY, (July 31 2014) – Salmat Digital, specialists in integrated digital commerce solutions, has announced it has formed a phone-to-web tracking partnership with Skai, the global leader in predictive media optimisation technology, that enables retailers and service companies to understand how they are attracting new web customers.

“Retailers are missing visibility on 20% to 50% of their potential sales leads by not integrating their online and offline channels,” said Daniel Benton, Salmat Digital General Manager. “For businesses relying on phone calls, advanced tracking and optimisation solutions can help marketers maximise returns.”

Salmat has teamed with Skai to offer phone call tracking and optimisation solutions for its clients. Specifically, in tandem with Skai, Salmat will seamlessly create call tracking numbers, launch unique numbers in paid search ads, and optimise campaigns using actual call data.

By deploying call tracking, businesses can see exactly which advertisements, search queries, keywords, campaigns, and web pages drove calls and sales. Call tracking can be used for any marketing source – mobile, online, or offline – and the data can shape future search campaigns and media purchasing.

“It’s critical for advertisers to link their search spend with offline call tracking tools that enable them to clearly identify their new customers and respond with optimised digital marketing campaigns,” said Liam Walsh, Skai VP Sales, Australia New Zealand and Southeast Asia.

Salmat also uses Skai for sophisticated multi-touch attribution (MTA). Rather than giving all credit to the last click or final web interaction prior to purchase, Salmat tracks the entire customer journey and relies on Skai’s dynamic MTA models to apply the proportionate amount of credit to each ad exposure. This intelligence is then fed into Skai’s bidding algorithms to ensure Salmat pays the optimal amount for each ad based on its value to the client.

“We are seeing more retailers using multi-touch attribution to better identify and optimise the path to purchase,” Benton said. “Our clients are looking to understand how they can acquire more customers for the web, while also getting the best possible return from their digital spend. Skai gives us the tools we need to keep our clients ahead of the curve and hitting their goals.”

Salmat Digital provides a full range of digital marketing, e-commerce solutions and digital advisory services to many of the largest brands in Australia.

About Salmat Digital
Salmat Digital  delivers superior results through integrated marketing, customer experience solutions and ecommerce to help clients get closer to their customers.

With access to the best people and platforms across search, email, mobile, promotions, data services and customer feedback, Salmat creates seamless customer engagement experiences for leading brands.

The Salmat Search team are trusted experts in SEM, SEO and Performance media who help businesses achieve maximum reach, frequency and relevance online. Backed by enterprise technology, Salmat has delivered proven results while continually taking an integrated marketing approach across online and offline channels.

About Skai
Skai is a global software company that engineers cloud-based digital marketing solutions and predictive media optimization technology. Brands, agencies and developers use Skai Search, Skai Social, Skai Local, Skai SmartPath, and Skai Halogen to direct more than $200 billion in annualized client sales revenue through the platform. Skai is the only Facebook strategic Preferred Marketing Developer with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu and CityGrid. Skai powers campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 23 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit for more information.

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