Analyzing the effectiveness of advertising on Call Intent Targeting (CIT) Service in True Caller
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 11, Pages 5993-6001
AbstractIntent marketing is a kind of marketing that aims to meet the prospect or end-user intent right at the moment when they really want a service or a product. It is a very important strategy in search marketing. True caller which is the fourth most downloaded app in India has launched a new intent marketing service called Call Intent Targeting (CIT). The targeted ads are served to the user the moment the user is searching for a phone number or a keyword. This work analyzes the effectiveness of CIT service from the perspective of advertiser. Quantitative analysis is done on the number of impressions and clicks rate data collected from business intelligence reports (BI) provided by True caller and qualitative analysis is conducted using questionnaire response collected via cold calling to the searched users in BI report.
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