Yellow Page national advertisers loyal because of tracking

According to a panel at YPA09 (as reported in a post by Peter Krasilovsky) national advertisers remain loyal to print yellow pages. And they remain loyal because of tracking:

Boorink added that it was “all about the tracking. A good CMR (Certified Marketing Rep) will be able to show local advertisers the opportunities that they may be missing out in the local marketplace. (For instance), what books are we not in that we are missing out on? We had an agent in Denver who didn’t know what was out there in the marketplace. By overlaying data, we were able to show which regions we were not covering, even though leads were coming in. That’s a great success story.

They use it because it works and they can prove that it works. Yellow Page publishers could be providing tracking services for all of their advertisers and prove the ROI to them as well.

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