Marchex expands offices to Sydney to extend mobile analytics reach

New country manager says Australia is at a tipping point for mobile marketing as the primary engagement mechanism

Australia is fast approaching the tipping point where mobile is acknowledged as the primary device to reach and engage consumers on, Marchex’s new country manager claims.

The mobile advertising analytics company opened an office in Sydney this month to expand its technology facilities support growing demand for the company’s Marchex Call Analytics platform.

Overseeing the new A/NZ office is digital marketing veteran, Daniel Benton. He has more than 12 years of enterprise-class digital marketing experience leading business development, search and client services teams at some of Australia’s leading independent digital agencies in Australia, including Salmat Digital, The Found Agency and Returnity.

Benton said Marchex’s regional expansion in Australia and New Zealand is in recognition that Australians have a significant and enduring love affair with mobile devices.

“This love affair is why mobile traffic volumes for search, social, display, email and video continue to see double digit growth both quarter on quarter and year on year in Australia," he claimed. “I think we’re fast approaching the tipping point where mobile is acknowledged as being the primary device to reach and engage Australian users on.”

Marchex’s Call Analytics platform aims to give enterprise marketers full visibility into mobile’s influence on offline transactions. Marchex Call Analytics brings channel-specific solutions such as Marchex Call Analytics for Search which provides real-time attribution for phone calls from mobile search. In addition, phone calls are analysed by Marchex Call DNA, to visually map, classify and score every phone call automatically.

This year, the vendor added customers in the automotive, home services, publishing and retail industries.

Kristy Fenton, chief product officer at digital marketing and advertising company, Spotzer, said the business recently integrated with Marchex to help marketers increasingly focused on the mobile consumer’s path to purchase.

“Our integration with Marchex provides visibility into the growing volume of click-to-call activity from mobile consumers,” she said.

According to Benton, Marchex Call Analytics solves one of the most pressing issues facing marketers today - how to accurately attribute and optimise their growing mobile marketing investment.

“The insights and rich call analytics provided from Marchex can help to both drive media efficiency and performance uplifts along with driving customer experience improvements,” he claimed. “I believe in a lot of verticals and the natural primary conversion outcome from mobile is to deliver an inbound call. I also think inbound calls are sometimes undervalued as a conversion event.”

Benton suggested organisations should ideally be using technology to track and attribute calls from their media investments.

“They should then be ingesting this data back into their respective marketing platforms to iteratively optimise and improve their campaigns,” he said. “Additionally, I think brands should be leveraging technology to actively measure and manage the customer experience of inbound callers at scale to try and remove friction in the path to purchase.

“Improving the efficiency of both the media side of the equation and the customer experience side can deliver significant financial benefits to organisations. Essentially, these are the types of benefits we’re looking to help our clients realise in the Australian market.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in