How This Marchex Partnership Will Impact Facebook

By Chris Lange Updated Jan 12, 3:00PM EST · Published Feb 9, 10:50AM EST

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How This Marchex Partnership Will Impact Facebook — © courtesy of Facebook Inc.

[cnxvideo id=”655422″ placement=”ros”]After Marchex Inc. (NASDAQ: MCHX) announced a partnership with Facebook Inc. (NASDAQ: FB) on Thursday, its shares saw a solid gain. With this partnership, Marchex is looking to integrate its Omnichannel Analytics Cloud to optimize spend across Facebook’s channels.

A recent study by BIA/Kelsey expects that phone calls to businesses via smartphones will be over 100 billion this year. Ultimately the study concluded that this makes the ability to measure and gain insights regarding consumer behavior in an omnichannel sense critical to developing and refining a successful marketing strategy.

Facebook is partnering with Marchex to ensure that the most reliable and advanced call analytics are available to marketers. As one of the most important touchpoints, Facebook has an incredible influence, but ad exposure on social media can be difficult to tie back to phone calls or in-store purchases. This partnership is looking to eliminate this blind spot by giving marketers a deep understanding of what happens on a phone call that stems from a Facebook ad.

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By forming this partnership, Facebook is looking to use this level of insight and ability to immediately measure cross-channel impact to convert more prospects into customers.

Doug Weiss, product partnership manager at Facebook, commented:

At Facebook, we know how powerful a mobile device is, and we’re proud to have created one of the most powerful platforms for global brands to reach their audiences. With that power comes an acute responsibility to provide accurate data that enables brands to understand how this engagement on Facebook might be driving interactions off of Facebook. Partnering with Marchex to couple rich call analytics with Facebook’s own data is a significant step forward for marketers who must understand their audience and make sound, real-time decisions to increase their revenue.

Shares of Marchex were trading up 20% at $3.05 on Thursday, with a consensus analyst price target of $3.75 and a 52-week trading range of $2.46 to $4.68.

Facebook shares were last seen down 0.3% at $133.86. The consensus price target is $159.21, and the 52-week trading range is $98.88 to $135.49.

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About the Author Chris Lange →

Chris Lange is a writer for 24/7 Wall St., based in Houston. He has covered financial markets over the past decade with an emphasis on healthcare, tech, and IPOs. During this time, he has published thousands of articles with insightful analysis across these complex fields. Currently, Lange's focus is on military and geopolitical topics.

Lange's work has been quoted or mentioned in Forbes, The New York Times, Business Insider, USA Today, MSN, Yahoo, The Verge, Vice, The Intelligencer, Quartz, Nasdaq, The Motley Fool, Fox Business, International Business Times, The Street, Seeking Alpha, Barron’s, Benzinga, and many other major publications.

A graduate of Southwestern University in Georgetown, Texas, Lange majored in business with a particular focus on investments. He has previous experience in the banking industry and startups.