Report: The Future of Insurance


Highly Qualified Audience Data Boosts Tru Measure’s Call Tracking Services

Introduction of Infutor’s consumer identity data creates deeper campaign insights

RALEIGH, N.C., September 25, 2018 – Clients using Tru Measure’s digital marketing services platform with Tru Track call tracking solutions can rest assured the caller audience analytics data informing their campaign performance reports is highly accurate. Whereas two-thirds of respondents to a recent Lotame survey indicate they are only somewhat confident in the demographic data they buy, Tru Measure customers can be 100 percent confident with the newly introduced integration of consumer identity management expert Infutor’s data.

“At BH Media, we’ve found the caller analytics data in our reporting dashboard is beneficial for a variety of reasons,” said David Klemencic, Director of Digital Advertising Operations at BH Media, a division of Berkshire Hathaway and local media publisher client of Tru Measure. “For example, knowing whether the important calls are being answered and routed effectively has helped us improve conversion rates for advertisers. Using the consumer identity data along with the overall call tracking data creates a deeper understanding about each caller, helping us ensure we are hitting our target audience, taking us beyond impressions and clicks and into developing strategies that help businesses grow.”

The call tracking solution helps media and agency customers order, manage and resell call tracking numbers for their advertisers, while also providing valuable analytics and insights that connect every call made to an advertiser to a specific tactic, creative or campaign. Elevating their data set, Tru Measure has partnered with Infutor to include the following consumer data that has helped BH Media and their advertisers better understand who their callers really are:

  • Gender
  • Marital Status
  • Property Type
  • Home Ownership
  • Phone Type
  • Education Level
  • Age
  • Income
  • Home Value

These data points from Infutor’s robust consumer identity graph enhance Tru Measure’s established caller tracking service, which includes calls by day of week, time of day, recordings, caller’s number and sometimes name and address, as they can be used to help redefine a target audience segment, retarget and reach more look-alikes via traditional and digital media such as paid social, search engine marketing (SEM) and targeted display.

“We are excited to work with Tru Measure to enhance their inbound call records with quality consumer identity data to help advertisers understand who is calling and what media prompted the call,” said Gary Walter, President and CEO of Infutor. “As consumer identity changes quickly, Infutor takes great pride in the recency and accuracy of its multi-sourced, authoritative data. We make more than 97 million daily updates to help identify, verify and score 260 million consumer records.”

By tapping into Infutor’s on-demand inbound ID Ver solution, Tru Measure can instantly deliver complete and enhanced lead data from just a caller’s phone number. These verified identities help advertisers know who callers are, prioritize leads and determine which campaigns are most effective in generating quality leads.

“The data sourced from call tracking is invaluable in today’s digital age,” said John Hoeft. Tru Measure’s General Manager. “Recordings tell the story of how customer service and sales development representatives are performing and general data points like day of week help to inform when to deploy campaigns. Adding Infutor’s consumer identity data will provide a roadmap for more effective messaging, better retargeting and the ability to reach more look-alike audience segments.”

The Tru Track solution includes call tracking, site tracking codes and a dashboard that pulls it all together for a compelling ROI story. When running these features in tandem with your digital ad campaigns, Tru Measure can reliably prove their value down to every call, every click and every conversion.

About Tru Measure

Tru Measure is a digital marketing services platform that has been providing media companies and advertising agencies with guidance on audience, customer engagement and action since 2009. These insights tell the full campaign story from impression to conversion by displaying post-click analytics in a dashboard solution. A wholly-owned subsidiary of McClatchy (NYSE: MNI), with offices in Raleigh, Seattle, Dallas, Los Angeles and Minneapolis, Tru Measure also offers workflow and third-party fulfillment for programmatic display, video, mobile, search and social. The easy-to-use platform is designed to streamline sales, operations, audience targeting, optimization and reporting for data-informed marketing efforts including online, print and broadcast. Tru Measure supports a broad spectrum of media companies, including McClatchy, Lee Enterprises, BH Media Group, Cordillera Communications and several advertising agencies. For more information, visit

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