what is possible with call tracking? - #measurefest 2013 - calltracks

What is possible withCall Tracking?

Ali WhiteHead of Marketing and Sales

Calltracks

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So why should you care about calls?

@Calltracks www.calltracks.com 0203 199 5151

SOURCE: BIA / Kelsey Report, May 2012. Call-Based Ads: Eliminating the Unknown From Advertising

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Who is this important to?

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83% of online shoppers needsupport to complete a purchase online...

http://econsultancy.com/blog/61991-83-of-online-shoppers-need-support-to-complete-a-purchase-stats

71% expect that support in 5 minutes or less…

Telephone is the most popular source

61%

Graham Charlton – 30th January 2013

@Calltracks www.calltracks.com 0203 199 5151

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Growth of Mobile

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Growth of Mobile

“It’s clear from our findings that driving phone calls should still be a priority for businesses in every industry.”

http://adwords.blogspot.co.uk/2013/09/new-research-shows-that-70-of-mobile.html

@Calltracks www.calltracks.com 0203 199 5151

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Not just about the direct call volumes

• That being said on xAd's network specifically, a majority (52%) of search ads yield calls to local businesses following the initial click

http://www.xad.com/wp-content/uploads/2012/02/xAd-Quarterly-Report_Q4-2011.pdf

@Calltracks www.calltracks.com 0203 199 5151

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In the good old days

Sales

Enquiries

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Step 1: Call Tracking for Different Media

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Most tracking numbers forward calls to your existing telephone number

@Calltracks www.calltracks.com 0203 199 5151

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Step 2: Call Tracking for Online Channels• This can be source based e.g. everything from Google• Can also be URL based e.g. retargeting, or keyword based

• But don’t forget visits are made up of visitors, who may come to your site more than once, so you need to look at the whole journey

@Calltracks www.calltracks.com 0203 199 5151

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Step 3: Call Tracking to Visitor Level• Dynamic Tracking Numbers allow for Visitor Level Tracking

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Step 3: Call Tracking to Visitor Level

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• These allow you to track complete customer journeys from initial visit, the converted visit, and any subsequent visits

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@Calltracks www.calltracks.com 0203 199 5151

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Step 3: Call Tracking to Visitor Level

@Calltracks www.calltracks.com 0203 199 5151

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Step 3: Call Tracking to Visitor Level

• With the advances in analytics such as Google’s Universal, this also means you can track across multiple devices

@Calltracks www.calltracks.com 0203 199 5151

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Step 3: Call Tracking to Visitor Level

Converted VisitMedium = cpcKeyword = calltracks

1st VisitMedium = cpcKeyword = call tracking uk

@Calltracks www.calltracks.com 0203 199 5151

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Step 3: Call Tracking to Visitor Level

• But if you are going to measure customer lifetime value, and really look at your multi-channel marketing, you need to account for more...

• If you remarket to customers who abandon purchase, you can make sure you don’t remarket to the ones who called up …

@Calltracks www.calltracks.com 0203 199 5151

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Step 4: Call Tracking CRM integration• On initial call customer details logged in CRM system

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• All subsequent interactions and outcomes tied back to customer record

££££

@Calltracks www.calltracks.com 0203 199 5151

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Step 4: Call Tracking CRM integration

£

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Don’t optimise for conversions or even for revenue!

Now you can forget about conversions

Just optimise for profit!

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• In the example above December accounted for over 50% of the profit generated!

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Reverse Engineer• Use this information to just look at optimising your marketing channels, and to

understand which of these channels drive your customers to purchase

• Although there is more data it makes the process easier because you can now start at the end and work your way back…even just looking at customers not loaded to CRM

• The real key is to Reverse engineer your sales … what causes people to purchase ‘x’

• In the example above December accounted for over 26% of PPC Spend for period

@Calltracks www.calltracks.com 0203 199 5151

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This doesn’t just apply to marketing

A £

• Don’t forget to also conduct CRO!• By looking at the journey through your site, as well as the channels that drive the

traffic you can find quick wins!

• Give customers the options they want, not the ones we do

@Calltracks www.calltracks.com 0203 199 5151

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Know your number options

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Don’t use in isolation - INTEGRATE

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Integrate with your web analytics

• Don’t forget with the new universal there is now the measurement protocol available

@Calltracks www.calltracks.com 0203 199 5151

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Integrate with other tools• Like if you want to know which contacts keep coming back to your website

• Or if you want to run some tests accounting for all conversions including phone call

@Calltracks www.calltracks.com 0203 199 5151

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Key Points• Don’t discount telephone touch points whether you are lead gen or e-commerce• Call tracking may have been around a while, but the technology is advancing so make

sure you take advantage

• Make sure you are not optimising on flawed data – look at the whole customer journey, online and offline look how you can integrate your technology to maximise your potential

• Track all the way through to sale and optimise for profit – because ‘conversions’ alone are useless

• Don’t worry about data overload

• Look at options to integrate your technology

@Calltracks www.calltracks.com 0203 199 5151

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Thanks

@Calltracks @AlistairWhite

www.calltracks.com

0203 199 5151