Through a technical integration, Delacon’s call tracking solution sends call events data into Sizmek MDX so that you can have easy access to all of your digital campaign performance data in one platform.
With the inclusion of call data, you’ll be able to analyse all your online campaign performance and leverage greater insights into the customer journey both online and offline
In today’s competitive business environment, it’s no longer good enough to analyse online web conversions in isolation. By collecting both web and call data in one platform, you’ll be able to more effectively analyse online campaign performance so that you have a more accurate of campaigns that are driving leads, enabling you to better tailor your marketing activity.
With Delacon’s initial integration, call data will be counted as conversion events into the third-party ad server platform at intervals throughout the day. By tagging the call as a conversion you’ll be able to match the calls to the marketing initiative the following day after the call was made.
This guide describes the steps to integrate Delacon’s call tracking solution with Sizmek MDX within the Delacon platform.
Set-up and Configuration
Prior to beginning the set-up process, you need to contact your Delacon Account Manager. You should also track all sources in the Delacon system. If you prefer not to track everything, then you should add utm_plasource=Sizmek to the target or landing page within the ad. The word after the = can be anything that matches your business objectives.
1. Create an account in Sizmek
If you don’t have an account already, you will need to create an account in Sizmek. Please contact your local Sizmek’s representative for more information.
2. Login to Delacon
Login to your Delacon account.
The direct link is https://vxml5.delacon.com.au/site/jsp/login.jsp.
3. Add Sizmek Mapping
Click on Integrations and then Sizmek.
4. Select the c_ID Business Account
Select the c_ID Business Account that you wish to integrate with Sizmek, click Add and Save.
5. Confirmation Screen
Your Delacon and Sizmek accounts are now mapped.
6. Add additional code
Add this code in addition to the standard Delacon call tracking code to your website pages.
var szCampID = "<campaign ID supplied by Sizmek>",
szUID = "",
szCID = "",
szSuccess = 0;
szStatus = "notstarted";
7. Sizmek tags and pixels
All campaigns in Sizmek require the configuration of conversion tags – generally accessed by clicking on Manage and Advertisers. To track phone calls, a custom tag needs to be configured. New customers to Sizmek will be shown during the Sizmek on-boarding process how to set up tags and how to create a custom tag for calls.
Additionally the Sizmek team will also have to check that the pixels have been correctly enabled for call tracking.
Please contact your local Sizmek team for the integration guide on Sizmek MDX platform.
Analysing Call Data
Within the Sizmek platform there are both pre-defined and customised reports. Depending on your requirements you can analyse call data in the report that is most useful to you, your business or your client.
Accessed through the Analytics section, the Conversion Summary Report provides the results from individual ads and their placements. Together with served impressions, total clicks, total conversions and total conversions rate you can also break down the conversions into web conversions and call conversions. This way you’ll be able to clearly identify the volume of calls generated from each marketing initiative.
Additionally, you can also use the Report Builder functionality to create your own customised analytics reports based on your company’s or your client’s marketing objectives.
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