Delacon partners with Tableau to evaluate marketing campaigns – Software – Telco


Digital marketing company Delacon has partnered with Tableau to integrate its call analytics technology with Tableau’s artificial intelligence-powered data and insights visualization platform.

The Sydney-based company said in a statement today that it would feed call data into the Tableau platform, which would then be compared to other data points to enable more effective marketing decision-making.

Delacon said integrating its call analytics technology with Tableau’s platform would yield more actionable insights and the ability to measure return on marketing investments across all channels.

Marketers and performance teams using Tableau’s interactive data visualization dashboards would be able to discover which media channels are effective, including highlighting which paid media campaigns are driving more phone calls, said Delacon.

The call tracking and analytics solution provider also said using Tableau would mean trending analysis would be visualized dynamically, allowing teams to be alerted to changes in media activity that drive a higher call engagement.

Delacon boss Michael Center said, “We are thrilled to partner with Tableau to help companies make more informed, data-driven business decisions.

“Our call tracking data will enhance the datasets in Tableau, providing a robust solution for marketers to measure the ROI of digital spend and marketing activities across all channels.”

Brian Matsubara, Vice President of Global Technology Alliances for Tableau, said, “Delacon shares Tableau’s view that data must be leveraged to make informed business decisions.

“Integrating Delacon’s call analytics data allows customers to better gauge the effectiveness of their marketing resources.”

“We welcome Delacon’s expertise in call analytics into the Tableau ecosystem. »

Delacon partners with its clients to determine which of their marketing channels generate the most calls to enable optimization of the right channels and return on ad spend.

Delacon has partnered with Australian companies and organizations such as Flight Centre, RACV, Optus and NSW government agencies, according to its website.


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