Product update: UTM sources, plugins and reporting

Another great summer has come to an end and while we’re a bit sad to have to say goodbye to the long warm days, we’re happy to kick off the Autumn season with some great product updates from our tireless engineering team.

UTM Sources

We know how important it is for you to get granular data about where on the web your customers come from. That’s why our engineers have worked hard to improve the way UTM sources are recognised in the Freespee platform. For advanced UTM segmentation, you had to ask Freespee to do some tailored configurations of the script backend. Now, you can do advanced UTM segmentation with the flick of the switch by activating the UTM segmentation plugin.

Webgains plugin

Webgains is one of the largest affiliate networks worldwide. With Freespee’s Webgains data feed plugin, data about call conversions will be directly fed into the Webgains platform. The plugin is now directly available at the Plugin section in the Freespee platform.

Webgains Plugin in Plugin Gallery

Plugins, more plugins, please!

We’ve been very focused on creating partnerships and integrating with other marketing tools over the year, and our plugin portfolio has grown immensely. We’re adding another great plugin next week – Pipeline Deals CRM! This powerful integration will allow marketers to add a lot more sense to their sales cycle. We are really excited to tell you more about this, so watch this space.


Freespee’s ultimate goal is to help businesses grow.Our customers are feeding more and more data into Freespee’s platforms and we are determined to provide them with a better understanding and analysis of those numbers.

Knowing how important it is for our customers to effortlessly access their data, we have optimised the download time for our most common reports, so you can focus on taking actions.


2014-09-18 at 12:20
Categories: Freespee

Oxford English Dictionary announces addition of Ad Tech words to latest edition

It is evident that the adtech industry is making an impact on the wider consumer world when adtech words have been acknowledged by the Oxford English Dictionary.


Last week a series of adtech related words and phrases made the big league. ‘Sentiment analysis’, ‘second screen’, ‘responsive’ and ‘clickbait’ were included in’s yearly announcement of new official words. This highlights the fact that as business and technology evolve, consumers are becoming increasingly ‘tech-savvy’.

Technology, especially in the western world, is now deeply embedded in society. Whether it’s simply the ownership of a computer or a smartphone, or a strong personal or professional interest in building and shaping the internet as we know it, technology is absolutely something that is regarded as mainstream.

The internet and the consumer are constantly changing and there is a need to pivot and adapt to find the best solutions for businesses and end-users all the time. For this reason, there will only be more adtech words included in the Oxford English Dictionary in future editions.

Ad Tech words added to the Oxford English Dictionary in 2014 include:

  • Sentiment analysis
  • Geocache
  • Subtweet
  • Acquihire
  • Clickbait
  • Deep web
  • Fast follower
  • Responsive
  • Second screen
  • Tech-savvy


Google’s latest Adwords tool highlights the importance of comprehensive ad-to-call tracking tools

A-black-phone-and-handset-008 Yesterday, Google announced the launch of its latest AdWords tool, Website Call Conversion. This latest addition joins a number of new products that allows advertisers to link ads and phone calls that has launched over the last year including click-to-call ads, call metrics, and calls as conversion. The way Website Call Conversion works is that every time a user clicks on the ads and is directed to a merchant’s website, they will see a dynamically generated phone number that is linked to those ads. When potential customers click on or call the number, the call itself will be automatically linked to the ad the customer had seen. This allows brands to more easily track which ads has led to phone calls. The important thing to remember here is that Google AdWords only measures approximately 25% of traffic on most brand websites. The remainder of the traffic comes from other channels which is why tracking phone calls to individual ads and users are of utmost importance in order to generate high data accuracy. By providing our clients with Freespee software we are able to allow them to track conversions based on the whole customer journey, not just those that are the result of Google AdWords. Nonetheless, this marks an exciting time for us, as it shows that people are becoming increasingly aware of the need to connect their data in order to see the bigger picture.

Video: Carl at Fjord’s Kitchen

At the peak of summer, our Co-founder and CEO Carl got invited to take part of a very cool event. In a totally disruptive manner, Fjord’s Kitchen, an event by Accenture‘s design and innovation consultancy Fjord, gathered food lovers (especially those keen on tasting something a little more eccentric), tech enthusiasts, data geeks and visionaries. Welcome to Fjord's kitchen

The theme of the event was Living Services – the way digital impacts our everyday routines, connecting every service we use so we connect with and make sense of the world around us. During the three-course dinner, speakers and audience engaged in dynamic conversation around context, inattentional blindness in data and the future of cities.


The unusual atmosphere (and food!) make Fjord’s Kitchen one of those gatherings one would love to attend over and over again, and we’re thrilled Carl was invited.

We know you’re curious to see the video, so here it is.

Happy watching!

Fjord Kitchen – Living Services from Fjord on Vimeo.

P.S. Have you read our article about Inattentional blindness? I think you will find it very interesting, take a look !



2014-08-18 at 12:29
Categories: Events, Freespee, Freespeeans

Freespee Reads

Didn’t get a chance to follow news in Marketing, Big Data, IoT and Tech this week? Don’t worry – we’ve summed up what’s hot for you in our weekly collection, Freespee Reads. Did we miss an interesting article? We’d love you to share it with us. Happy reading!

This week’s big topic: The CIO and CMO Perspective on Big Data

The lines between IT and marketing are blurring in the age of digital marketing. CMOs now command more of the tech budget than any other exe

Are Marketers Ready for Data Analytics?

It’s a curse to live in interesting times. Try telling that to marketers, who are in the vortex of these interesting times?!

Marketers Must Get In The Habit Of Behavior Design

The growing complexity of marketing to consumers hasn’t been lost on CMOs. But somewhere in the vast space between methods…

Data vs. Insights – They’re Not the Same, Not Even Close

In order for marketers to get their message across, they need more than data – they need to look closer.

Why businesses that pass on data-driven marketing & sales…

Salespeople and marketers at a few companies have been testing out marketing startups’ data-powered tools -what are the outcomes?

Customer journey mapping – The secret to digital transformation

If you need to convince management that digital transformation is required – map your customer journeys.

E-marketing: Drip, nurture and automated marketing campaigns

Marketing automation is becoming an essential marketing practice for all B2B companies.

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Identifying blind spots in the customer journey online

Online path-to-purchaseIn order to understand the motivators behind making a purchase online and the hurdles customers might be faced with, data capture of calls made to call centres and visits to the merchant’s website need to be addressed and aligned with data before conclusions are drawn as to the effectiveness of a marketing campaign and the reality of the customer journey.

Learn more about the blind spots in the online path to purchase in Carl’s latest article in Digital Marketing Magazine here.



2014-08-15 at 12:00
Categories: Big data, Customer journey, Digital Marketing

The Freespee weekly digest: Freespee Reads

At Freespee, we read a lot.  In the office, we spend our days reading and discussing articles, blog posts or tweets about tech, big data, IoT, marketing automation and the customer journey, to name but a few.
We’ve been sharing the interesting things we read on Twitter with you throughout the week but now we will also be publishing a weekly round up of everything right here on our blog every Saturday. This round up is called ‘Freespee Reads’.
We would love to hear your thoughts on the articles we’re sharing and please don’t hesitate to let us know if you’ve read something you think we might enjoy.
For all your day to day news and updates on Freespee and the world of marketing automation and big data, you can find us on Twitter, like us on Facebook and LinkedIn and add us on Google+.

Freespee Reads

How Google is proving that the IoT is transforming the way we live

Carl talks how Google’s development of driverless cars shows just how much the Internet Of Things could to transform the way we live

read more »

Digital dilemmas: What’s the best way to automate my marketing?

Many people question whether marketing automation is just another example of technology dehumanising the marketing function.

read more »

Finding Ways to Use Big Data to Help Small Shops

A wealth of information is becoming increasingly available to small businesses. How should
they use it to their advantage?

read more »

The era of data-driven marketing [Infographic]

Analytics produces insights which drive business improvements, though more companies need to provide staff resources.

read more »

Thriving in the inbound marketing revolution

We’re in the midst of a digital revolution. It’s not a technology, a tactic or a tangible tool, but a philosophy. It’s inbound!

read more »

The perfect marketing marriage – data and big ideas

Data collection and interrogation allows marketers to get insight

read more »

Here’s Why IoT will be huge and drive tremendous value

The Internet Of Things represents a major departure in the history of the Internet, as connections move beyond computing devices.

read more »

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2014-08-09 at 13:19
Categories: Freespee

Product update: All of your favourite media tools in one place with the Freespe Plugin Gallery

As you may know if you’ve read our product updates over the past few months, we’ve focused on making Freespee your favourite solution by integrating with all of your favourite marketing tools. This week, we’re making another addition to our expanding portfolio by adding the Adobe SiteCatalyst plugin.

The Adobe SiteCatalyst plugin enables the Freespee platform to report data into SiteCatalyst. Freespee’s data can be handled just like any other eCommerce variables and events that you currently track on your web site. Adobe SiteCatalyst

Interested in more of our plugins? Do you use DoubleClick, AppNexus or Facebook? On we have now added an extensive section  that includes all of your favourite media tools in one place (And, we’re expanding this section every day!) Make sure you browse around the Plugin Gallery to discover further possibilities in making the most out of your online marketing strategy.

One more thing – you should also check the new Features page on our website.
It’s very sexy!
Freespee Features

2014-07-25 at 13:39
Categories: Freespee, Plugins, Product Updates

How Google could one day control every machine we use in our lives

Google car - will it change the world? Driverless cars have always captured the public’s imagination. Hollywood, in particular, has given us some memorable self-driving cars such as David Hasselhoff’s crime fighting vehicle KITT in the 80’s Knight Rider TV series and the lovable Herbie in Disney’s The Love Bug to name a few. However, if Google has its way, driverless cars may evolve from a cool concept used in Hollywood movies to our actual driveways in reality.

At the inaugural Code Conference in Rancho Palos Verdes, California, Google unveiled the latest version of its driverless cars. The two seater vehicle would have no steering wheel or other driver controls. Instead, using an array of sensors and advanced tracking software, it will be able to determine its surroundings, its locations and “see” several hundred metres.

Google’s commitment to developing driverless cars shows us just how the Internet Of Things looks set to transform the way we travel. Where we were once reliant on directions and maps, SatNav has already made our journeys so much easier using mapping data to guide us on our way. What’s to come is the advent of smart cars – a movement that will see data actually driving us in the most literal sense. But very few of the Fortune 500 brands have the guts to tell their shareholders that they will spend Billions of dollars on investing in self driving cars, as the payback time is a total guess work. But happily enough we have Fortune 500 brands like Google, arguably the biggest handler of data that invests for the future, not next quarterly report.

The Internet Of Things is essentially about everyday objects connected by a network which enables them to send and receive data. In Google’s case, by combining their road-filled logic maps that know when you’re approaching traffic lights and stops, together with data collected on every drive from laser sensors and on the top of the car that detect pedestrians, animals and unexpected objects its driverless cars the driving accuracy the benefits that their Google Car will offer are really quite impressive.

Imagine a world where you all you need to worry about is where you need to get to and your car does the rest. You won’t need to see where you’re going, worry about getting caught up the traffic ahead, panic if you have a lapse in concentration and someone steps out in front of you, or even struggle to find a parking space. Why? Because your car will be smart enough to do all that for you.

Already, Google is using its Social GPS Maps & Traffic app, Waze, to gather data from drivers to contribute real-time traffic updates to users, direct them to petrol stations with the lowest fuel prices for instance and benefit from live insights on the road. Using this technology, driverless cars would get passengers to their desired destination in the most time efficient way. And the more self driving cars we have on the roads, the less irrational traffic jams we will see, as the most common traffic jam is caused by something referred to as “stop waves”. If someone irrationally breaks on the highway, the car behind have to panic break, and the next, and so on until you quickly create a long unexpected traffic jam. Wouldn’t it be great to avoid these traffic jams on the bank holidays and spend some more time on our destinations instead?

What fascinates me the most about the possibilities of the Google Car is that the whole application of using fast data to be smarter with the way we work and live day to day. Acting fast, learning all the time and giving people a better user experience, just as we use data in business to make smarter decisions for ourselves and our customers. I’m really excited about the possibilities and the ways in which companies like Google are using data to give back to society.

2014-07-21 at 12:30
Categories: Customer journey, Digital Marketing, Freespee

Don’t just count your inbound calls – Qualify them!

When starting to work with inbound call tracking and analytics for your online advertising for the first time, it’s easy to only mind the amount of inbound calls and the source/medium that’s linked to them. This is most probably the main reason why most of us do call tracking as we know it adds new data that we can just plug in to our RTB-platforms and/or Analytics tools, and better optimise our online advertising campaigns.

But the question is – are all inbound calls worth the same regardless of the duration of the calls? If the same person calls you twice in the same day, would you really like to evaluate both of these callsthe same way? We bet you won’t…

Adding call tracking and analytics to your online advertising isn’t just about adding a tool for measuring the performance of different online advertising channels where you spend your time, money and efforts. It’s also about adding depth to these calls, a new dimension where call duration is the new currency and finally qualify them!

For instance, we know for a fact that almost no business can be made if the call duration of a call is below 10 seconds. But a call that lasts longer than 1 minute does most definitely have a certain value and if it would have been 5 minutes, the value would probably be higher. We know also that if the same person calls you twice the same day, it’s probably because he or she has some more questions to ask before making a final buying decision.

Is there a best practice for qualification of inbound calls?

We believe that every business is unique and depending on which industry you’re in and what your business model looks like, the qualification of your inbound calls will certainly differ from business to business. However, there are a few basic best practices that you can always apply.

Here’s a short list with the basic ‘must-haves’ when creating a model for qualification of your inbound calls:

1. Define minimum call duration

What is the minimum call duration for a call to add any value to your business and be counted as a qualified call? For instance, try to define the minimum time it would take to schedule a meeting, close a sale or respond to an on-demand request and then define the call’s value in terms of estimated revenue (€/£).

2. Have 2-3 qualification levels

At Freespee, we don’t believe that giving all qualified calls the same value is the best way to go. Longer calls tend to have greater value than short calls as the the more time you spend speaking to the customerallows you to make a better business proposition.. This will naturally differ from one business to another, but it is the case more often than not.. Try to define 2-3 qualification levels including the one for minimum call duration, one mid-level and then one for high quality calls. Remember to assign a value (€/£) to these levels as well to put a face on the numbers!

3. Always mind the length of your sales cycle

As mentioned earlier in this post, you don’t want to count two calls from the same person in a single day as two qualified calls. A person calling several times is probably looking for additional answers to their questions and is therefore already in your sales cycle. Define how long your sales cycle is, apply it for your call tracking and analytics and you will see the exact number of qualified calls you REALLY have each month and how you have spent your online advertising budget.

How do I apply this using Freespee?

Freespee provides a feature called ‘Pricing model’ which is customisable and in which you can specify the conditions you want to set for your inbound call qualifications.
A pricing model is something you add to a campaign and it applies to all of the numbers in it.

Default ROI Models for Freespee

Freespee allows you to set specific conditions to a pricing model that you create. The preset conditions are: weekdays when the conditions should apply,, qualification levels based on call duration, value (€/£) per qualification level and finally condition for when a caller is counted as unique, depending on the length of your sales cycle.

If there are any other conditions you have in mind or think would be of value to your business, please let us know. We are always looking for ways to to makeFreespee better!

Happy Freespeeing!

2014-07-15 at 10:00
Categories: Digital Marketing, Freespee
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