call tracking and analytics 101: tactics to improve online/offline channel efficiency
TRANSCRIPT
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Call Tracking and Analytics 101: Tactics to Improve Online/Offline
Channel EfficiencyTuesday, March 8, 2016 1:00 EST (10:00 PST)
Speakers:Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey
Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
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Turn Off Pop-Up Blockers Technical difficulties? Click on “Help?” link Use Q+A box Submitting questions to speaker Q+A session at end of webcast Use “Ask a Question” box to submit questions Send questions at any time #DMDwc
Viewing Tips
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Today’s Presenters
Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
Michael BolandChief Analyst and VP, Content, BIA/Kelsey
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Guiding Media. Inspiring Innovation. Leading Local.
Call Commerce The What and the Why
BIA/KelseyChief Analyst & VP, Content
March 2016
Mike Boland
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Brief IntroAbout Me
About BIA/Kelsey
10-year industry analystFormer tech journalist (Forbes, Business 2.0)Focus areas: Mobile, Social, On-demandFrequent contributor to Huffington Post, Business Insider, the Guardian, Street Fight
30-year market research and analyst firmSquarely focused on local media & technologyConferences, Consulting, ContentAuthoritative daily newsletter, blog, video production, podcasts
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Call Commerce: The New Ad Currency of the Smartphone Era
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© 2014 BIA/Kelsey. All Rights Reserved.
Where are we now?Let’s Start with Usage:
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8© 2015 BIA/Kelsey. All Rights Reserved. |
Mobile Usage: The Starting Point
50% of mobile search
queries have local intent (BIA/Kelsey)
79% U.S. Smartphone
penetration (BIA/Kelsey)
51% of search query
volume is on smartphones
(Google)
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9© 2015 BIA/Kelsey. All Rights Reserved. |
2015 2016 2017 2018 2019 2020$0
$10
$20
$30
$40
$50
$60
$70
$14.2 $18.1 $22.4 $26.9 $31.5 $35.4$8.5$11.3
$14.7
$18.6$22.3
$26.7
$22.7$29.5
$37.2
$45.5
$53.8
$62.2
Non-location Targeted Location Targeted
US$
Billio
ns
Note: Numbers are rounded.
BIA/Kelsey Fresh Mobile Ad Revenue Forecast (U.S.)
43%
37%
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10© 2015 BIA/Kelsey. All Rights Reserved. |
Mobile Ad Share by Format
Tradi-tional Dis-play
18.6%
Search54.6%
SMS1.5%
Video5.0%
Audio1.8%
Native Social18.5%
2015
Tradi-tional Dis-play
21.0%
Search47.8%
SMS0.6%
Video5.8%
Audio2.1%
Native Social22.8%
2020
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11© 2015 BIA/Kelsey. All Rights Reserved. |
Why Does That Matter?
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12© 2015 BIA/Kelsey. All Rights Reserved. |
The Lesson:The intent is there… it just needs to be captured.
(…but how?)
© 2015 BIA/Kelsey. All Rights Reserved. |
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13© 2015 BIA/Kelsey. All Rights Reserved. |
It’s All About Calls to Action
Reservations/scheduling
Ordering
Messaging
Click-to-call
Real-time Inventory
Photos
Videos
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14© 2015 BIA/Kelsey. All Rights Reserved. |
Drilling Down on Click-to-Call
Smartphones drive voice and call activity
Click-to-Call Example
Hardware realties (voice input, dialer) High transaction intent
Products that have complexity
Autos
Healthcare/medical
Financial services
Google Adwords Google Organic
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15© 2015 BIA/Kelsey. All Rights Reserved. |
Not Just Search… All the Places a Phone Number Can Show Up
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16© 2015 BIA/Kelsey. All Rights Reserved. |
… Including Social Apps: The Next Frontier
• In the last 6 months alone, Google, Facebook, Pinterest and Instagram have launched “buy” buttons for ecommerce.
• This is part of a push towards more action-oriented social content and app deep-linking.
• Offline commerce is next, in many cases facilitated through voice and call buttons (Facebook is already there).
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17© 2015 BIA/Kelsey. All Rights Reserved. |© 2015 BIA/Kelsey. All Rights Reserved. |
These calls are happening either way….It’s a matter of channeling, tracking, analyzing and optimizing them.
17© 2015 BIA/Kelsey. All Rights Reserved. |
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18© 2015 BIA/Kelsey. All Rights Reserved. |
© 2014 BIA/Kelsey. All Rights Reserved.
Marketing
This all happens on two levels…
Service & Support • Driving call - based leads• Optimizing inbound call
routing• Tracking ROI• Iterating campaigns using
call data
• Call Center Management• Rep/CSR Training• Call Routing • Quality control (i.e. reducing
hold times)
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19© 2015 BIA/Kelsey. All Rights Reserved. |
© 2014 BIA/Kelsey. All Rights Reserved.
Trend #1Marketing is Becoming more Empowered and Independent
Why is this Important…?
“Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon. In fact, Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.” --Forbes
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20© 2015 BIA/Kelsey. All Rights Reserved. |
© 2014 BIA/Kelsey. All Rights Reserved.
Trend # 2 Cloud/Saas Products are Enabling this Shift
“Saas products delivered in the cloud will empower marketers to have more purchasing power and not go through the red tape of the IT department. It also democratizes previously-unavailable capacity to small businesses, given a low barrier subscription service that can scale up and down as needed… as opposed to capital requirements for on site technologies, servers, etc.” -- Mike Boland, BIA/Kelsey 2015
Why is this Important…?
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21© 2015 BIA/Kelsey. All Rights Reserved. |
© 2014 BIA/Kelsey. All Rights Reserved.
“How?”
Given the What and Why…The Remaining Question:
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Call Tracking 101
Businesses Need Phone Calls
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Where Are Calls Coming From?
Do we know where are calls coming from?• PPC• SEO• Direct Mail• Billboards
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Are They Working?
How do you know which marketing channels are working?
• Google Analytics doesn’t report on phone calls
• Customers misreport
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Call Tracking Benefits
DNI Email Offline Timeline
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Call Tracking Benefits
SimulcallSchedule Attribution
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Ready To Start Tracking Calls?
Scenario 1:
Not Currently Tracking Calls
(you should)
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No Call Tracking
Set Up Call Tracking Today…
• For Your Business• Your Clients’ Businesses
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Get Started
1. Sign up2. Install tracking/DNI script.
Send this to your developer to get started
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Where To Use?
• Local SEO• Click-to-call• Offline
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SEO & Call Tracking
NAP Consistency:
Use the same tracking # for all LBLs
Want to keep your number? You can transfer it to a call tracking provider
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Mobile Click-To-Call
Call Directly From Ads
Main Benefit VS Google/Bing• Recording• Reporting
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Offline Marketing Channels
• Direct Mail• Company Vehicles• Billboards• Yard Signs• Radio• TV
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No Keyword Call Tracking
Scenario 2: Currently Tracking Some Calls
Not able to see which keywords are driving calls from PPC.
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Case Study: Problem
I could see at least 50% of leads from PPC were phone calls
Some locations were getting over 70% calls vs web forms
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Case Study: Problem
Optimization & recommendations based on incomplete data
You can’t optimize AdWords on CTR
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Case Study: Solution
Implemented call tracking to the keyword level
We could see exactly what was driving that 50%+ of leads through the phone
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Case Study: Set Up
Create Keyword Tracking Pools
• A group of phone numbers that rotate based on the active users on your site
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Case Study: Set Up
Integrate call tracking software into Google Analytics
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Case Study: Set Up
Create Goals Based On Call Events
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Case Study: Set Up
Import Analytics Goals into AdWords
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Case Study: Results
Cost Per Lead: 3x Lower
Without additional optimization
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Case Study: Results
Calls > Forms
Attribute higher value to phone calls
Optimization based on lead value
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Bonus
Provide More Value To Our Clients:
• Reporting Dashboard• Email Notifications• Whisper Messages