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DialogTech Offers New Connections to Adobe Marketing Cloud
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DialogTech Offers New Connections to Adobe Marketing Cloud

March 09, 2015
By Steve Anderson
Contributing TMCnet Writer

It can be exciting to see technologies converge, as the connection often provides new tools to help us accomplish everyday tasks or even do things we never could do before. One new convergence is providing some significant new opportunities for the sales floor, as DialogTech announced two new integrations with Adobe Marketing Cloud geared toward giving DialogTech customers more power in the field to better make sales: Adobe (News - Alert) Analytics and Adobe Media Optimizer.

Both of these new tools are geared toward improving call conversions and the overall impact of digital advertising. With Adobe Analytics, companies can consider several different breeds of customer “touch points.” These touch points, or places where the customer comes in contact with a business, can take on many different forms, both digital and analog, and Adobe Analytics offers up some of the tools needed to better track these issues. The system can track phone calls, Web data and offline data, and allows companies to add call data into A/B testing.

Adobe Media Optimizer, meanwhile, offers up help for advertising development. This system gives businesses several new tools for dealing with ad campaigns, including the ability to create, manage and optimize several different breeds of campaign. This helps in discovering which campaigns result in the most phone calls and the most conversions. Knowing which advertising generates the most response can help companies shape advertising efforts.

These join in with DialogTech's earlier Voice360 platform, which is designed to help companies get the most out of phone calls across the entire spectrum of the customer life cycle, whether at the discovery stage or working all the way up to customer retention after a purchase has been made. Even DialogTech's own efforts show its devotion to the concept of the customer; the company recently rebranded from the original Ifbyphone brand, picking up Mongoose Metrics to add more capability.

Most every business wants a better handle on how its customers react to outreach efforts, particularly when it comes to advertising. Ineffective advertising wastes time and money, has a negative impact on the customer, and can even hinder or hurt the overall customer experience. Thus, tools like DialogTech's offer perspective on making advertising that has an impact and improving the chances of conversion and repeat business.

The tools are new yet, so there will be some time before we find out just how well these work. But if these work as well as some expect, companies should have powerful new tools to put to work in both bringing customers in and keeping customers around.

Edited by Ken Briodagh

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