overcoming the challenges of mobile attribution

Overcoming the Challenges of Mobile Attribution

Presented by:

We live in a mobile, omnichannel world.

90%

of consumers move between multiple devices to accomplish their goals.

Marketing has gone mobile….

EMAIL

Over half of Emails are Opened

on Mobile

SEARCH

Mobile Search Overtook

Desktop Search in 2015

ADS

Mobile Ad Spending Growing at 3x Non-

Mobile Digital Spending

SOCIAL

100% of Facebook’s Revenue Growth is

Coming from Mobile

… and it’s changing consumer behavior

vs.

This is a computer.

This is a phone.

Billions70%of mobile searchershave clicked to calla business basedon search results.

SOURCE: eMarketer, BIA Kelsey

Mobile Calls to BusinessesMobile Marketing Spend

In an omnichannel world, the customer conversation becomes more important than ever.

Conversations are the single most valuable customer interaction.

SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kelsey

Calls are the most valued form of lead especially in high value, high spend verticals like professional services, insurance, and travel.

Higher Converting Higher Average Order

Customer:Campaign:

ROI:Next Step:

CALLSEARCH

EMAIL

SOCIAL

WEBSITE

DISPLAY

UnknownUnknownUnknownUnknown

But today’s attribution tools are left out of the conversation.

Leveraging Call Intelligence for Better

Attribution & Competitive Advantage

EX: PAID SEARCH

Think beyond just the ad…

• Include strong call/phone number CTAs on your landing pages, especially for mobile campaigns

• Track and measure conversions from landing pages, not just click-to-call buttons

• Get granular level data on which campaign, ad group, keyword drove the call

• Get full picture ROI on which keywords are actually driving revenue

70% of our calls from paid search come from a landing page, not the ad.

31%

69%

Call directly from ad (Call Exten-sions)Call from landing page

EX: PAID SEARCH

Use data from call outcomes to better personalize your retargeting campaigns.

How: Data from call – product offer page, keywords said, appointment booked/sale made – is synced to DMP and uploaded to retargeting ad platform.

EX: PAID SEARCH

EX: WEB OPTIMIZATION

VS

Form response rate lift: -14.34%Call response rate lift: 37.89%

A B

~70% call response rate improvement within two

months

EX: WEB OPTIMIZATION

VS

Learn customer communication preferences and tailor your messages to them.

EX: WEB OPTIMIZATION

EX: EMAIL

Opens:

Clicks:

Conversions:

ROI:

What the Marketer Sees:

When a prospect or customer choses to call from an email…..

Call: 1-866-873-9408

Leverage dynamic number insertion in email campaigns for 1:1 attribution from every email.

EX: EMAIL

VS.

Call: 1-866-873-9408

Call: 1-844-215-2963

Want to learn more?

855-980-4867sales@invoca.com

www.invoca.com/demo