SUCCESSFUL

SUCCESSFULSUCCESSFUL

BYBY

HISTORY

HOW IT WORKS

WHY USE IT? KEY BENEFITS

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1. START WHERE YOU SPEND

2. FREE STUFF IS NEVER REALLY FREE

3. BEYOND JUST PHONE NUMBERS

4. MEASURE

5. MAXIMIZE

I. THE HISTORY OF PHONE NUMBERS PAge 3

PAge 4II. INTRODUCTION: WHAT IS CALL TRACKING?

IV. CONCLUSION

V. FUTURE OF CALL TRACKING

VI. ABOUT US

VII. RESOURCES

PAge 6

PAge 10

PAge 11

PAge 12

PAge 12

III. 5 STEPS TO SUCCESSFUL CALL TRACKING

2

LOCAL NUMBER

PORTABILITY

Hello

HiJohn

1 2 3Originally, phone numbers had one, two or three digits only.

Central, pleaseconnect me to...

11 22 33

feared the town’s 4 operators would become ill and suggested numbers be assigned to the 200+ telephone subscribers so that temps could be trained more easily.

in

Lowell,

Massachusetts

& can be attributed to the measles epidemic.

Mechanical direct-dialing of numbers became the norm.

Previously, most urban areas had “exchanges” of two letters, followed by numbers.

Exchanges became the first 2 digits of the phone number and were tied to a specific geographic location. These are now known as area codes.

Michael Corleone asks an operator to connect him with Long Beach 4-5620, presumably the number for the main house on the Corleone compound.

telephone numbers were invented, they were short & were given orally to a switchboard operator.

A toll-free service was introduced in the United States by AT&T as an alternative to collect calling and to reduce the need for operators.

Forever ingrained in our hearts and mostly our minds, this song led to many custom-ers who actually had that number receiv-ing a plethora of un- wanted calls.

Tommy Tutone released the hit song "867-5309/Jenny".

This meant that toll-free numbers are not associated with a particular telephone carrier such as AT&T or MCI.

FCC mandated 800-number portability.

First FCC mandated Local Number Portability among wireline carriers.

Calls placed to these hosted phone numbers are seamlessly forwarded to any existing number.

FIRST USE OF NUMBERS

STRICTLY NUMERIC

TOLL-FREE

DIRECT DIALING

Dr. moses

greenley

parker

Dr. moses

greenley

parker

Dr. moses

greenley

parker

A SONG AND A NUMBER

TOLL-FREE PORTABILITY

3

Thanks forcalling Bob’s

Chef Supplies...How did youhear about

us?

Traditional call tracking is viewed as unreliable because it was mostly anecdotal, but preceded web analytics by more than a few decades.

Companies now offer local and toll-free numbers that are designed specifically to help marketers capture this valuable information.

Purchase a unique calltracking number and place in youradvertisement

When a customer dials the number…

Hosted Numbers captures call data and forwards the call seamlessly

Call routed to preferred location

View reports that show call volume for that ad.

Great, thanksfor being a loyalcustomer andresponding to

the couponwe mailed you

I just sawyour ad on TV

for outdoorgrills.

BOB´S CHEFSUPPLIES

USING UNIQUE PHONE NUMBERS

FOR CALL TRACKING

Introducing hosted numbers

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22

33

44

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HISTORYHISTORYHISTORYHISTORY how it workshow it workshow it worksHow it works

DATA CENTERDATA CENTERDATA CENTERBlah, blahblah, blah

Blah, blah...

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Most marketers would agree they would rather hear the phone ringing. Why? Most landing pages convert only 2-10% of total visitors. Phone call conversion rates can approach 80%. 63% of people complete their purchase offline following their search activity. 46% of people who conducted local online searches resulted in a phone call to a business. There are so many other stats to support this assertion. And yet more emphasis is placed on having WAY better tracking on web visitors than what is causing the phone to ring.

Call tracking should be integrated into all marketing efforts because it is a critical component of campaign management. Without call tracking, campaign effective-ness data is incomplete and worse… misleading.

Hopefully we have laid out a good case for integrating call tracking into all your analytics NOW. But the truth is, it becomes increasingly important as more online marketing shifts to mobile.

There are currently 6 billion mobile subscribers worldwide. This equals 87% of the world’s population.

Mobile ad spend was $3.3 billion in 2011 and projected to be $20.6 billion in 2012.

Mobile search is growing... 1 in 7 searches now originate from a mobile device.

52% of all mobile advertising leads to a phone call.

61% of mobile searches lead to a phone call.

world´s population are mobile subscribers

WHY USE IT? KEY BENEFITS

PHONE CALL

CONVERSION RATE

PEOPLE THAT

COMPLETE THEIR

PURCHASE OFFLINE

MOBILE

SUBSCRIBERS

MOBILE advertising

is growing

Mobile advertising

drives phone calls:

Mobile ad

spend($ billion)

2011 2012(estimate)

CASE

STUDYCASE

STUDY

We do SEM campaigns for Hosted Numbers on number porting keywords (taking your phone number with you to another provider). This ad group always generates clicks, but no online conversions. We considered reducing the bids on these keywords and even eliminating this ad group entirely. Then, we looked at the call volume associated with this ad group (because we assigned a unique phone number for this ad group and used dynamic number replacement to display the same phone number on our website when people clicked through to our site) and were pleasantly surprised at how high it was

relative to other ad groups. We quickly realized that number porting was a high touch process and didn't lend itself to online conversions. Customers often called to understand the porting process and converted in a phone call. That ad group alone was more valuable to the bottom-line than 10 others combined. Thank goodness we dug a little deeper before ending it.

63%

87%

22.6

3.3

80%

With the shift to mobile, soon online ads will drive

more calls than clicks

BOTTOM

LINE

BOTTOM

LINE 5

It sounds simple and it is! Identify where you are spending the majority of your ad spend and start there. If you are not using unique phone numbers in advertise-ments where you are spending the most, then you are missing out on a huge component of advertising respondents. Even worse, you are probably wasting money on advertis-ing that is not effective. Every paid ad should have a unique phone number. If that isn't feasible based on budget, then assign a unique phone number to each channel or medium (email, banner ads, SEM, etc.). You can't improve what you don't measure!!

“By cutting ineffective ads, I saved $1,200 in 2011 and $6,000 so far in 2012. I have been using Hosted Numbers now since 2010 and highly recommend them to anyone who wants to track where their business is coming from in real-time, moni-

tor those calls for true source and effec-tiveness, and make smarter marketing decisions.”

Bryan Jamison, Allstate Agent www.allstateagencies.com/BryanJamison

Things like social media marketing, PR, and affiliate marketing might not show up as a marketing line item, but they take up time and other resources that could be diverted to more fruitful pursuits. Identify additional areas that drive revenue, exposure, or web traffic. Assign unique phone numbers to these things as well. You might be overjoyed to find out that the guest blog you have been posting on an affiliate's site is driving a ton of phone calls to your company.

Bussinesscards

SocialMedia

channels

E-mails Newsletters Coupons

Website Brochuresand mailers

PromotionalItems

Classified/Craigslist ads

Better BusinessBureau, Chamberof Commerce, orother directories

of ad spending is wasted on leads that

do not convert.

START WHERE YOU SPEND

asign a unique phone

number to each medium

places to put unique numbers

you might have overlooked:

11

Free stuff is never

really free22

79%

NAME

SALE!- 30%

www

@NEWS

EXPERTS SUGGESTEXPERTS SUGGEST

6

Advances in call forwarding allow you to:

Call tracking companies have features to announce the call before it is connected based on the phone number in use. These features can play a short message when the phone is answered but before the call is connected to let your sales team know exactly what ad that caller is responding to.

Dynamic number replacement (DNR) is a recent advancement that allows the phone number displayed on your website to change dynamically based on where a person clicks through from.

For example, you have a banner advertisement with a phone number in it, but someone clicks through to the site before calling, the same phone number in the banner ad will display throughout your site. This way if the website visitor then decides to pick up the phone and call, you can now trace that call back to that specific banner ad based on the number they dialed.

Set up call forward-ing schedules based on time of day or day of week parameters

Mike’s Pizzeria ran an offer in Sunday’s coupon section of the newspaper for free breadsticks with an order of their “Gameday Special”. They used a specific phone number on that coupon.

When someone calls that number and the Mike’s Pizzeria answers, they hear “This caller is respond-ing to the Sunday Newspaper Coupon

Route ad response calls directly to a particular sales rep to avoid a front-end IVR to reduce call abandonment.

Forward calls to ring to several loca- tions (office, then home, then cell) before dropping the caller in voice-mail to avoid mis- sing those impor-tant ad response calls.

Route calls based on geographic ter- ritories.

Queue calls so that if one sales person is on a call it rolls to next sales rep until the call is answered

Thanks forcallingMike’s

Pizzeria

I see you arecalling about the

offer for free bread-sticks with the

Gameday Special.

Will this betake out ordelivery?”

WEBSITE

If you are spending money on online advertising, DNR takes your call tracking analytics from a flashlight to a laser beam!

Beyond Just Phone Numbers…

powerful features that drive additional insight value33 &

the past few years, giant strides have been made in honing tracking techniques beyond just unique phone numbers.OVEROVEROVER

DNR

Advanced Call

Forwarding

Advanced Call

Forwarding

dynamic number

replacement

dynamic number

replacement

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Call tracking gives accurate, real-time campaign effectiveness data

Measure: Call Reporting44

Track leads back to the source by the number they called. Call reports make this task very easy. Name phone numbers to make reports even easier to read. For instance, you use one phone number for all your lead nurturing email campaigns. Name that phone number “Leads Email” so in reports you can see how many calls your lead nurturing email campaigns are driving.

The average customer experiences 3.8 ‘touches’ from a company before they purchase.

Call reports valuable information on your callers beyond just the number they call from. Use area code and city/state information to find out where callers are concen-trated. Hone your geo-targeted marketing to capitalize on areas that are responding to your ads.

Peak call timesPeak call times

Get insight into when calls come in. Was there a spike after that new radio spot aired? Is there a large volume of calls during hours you didn’t anticipate? Call times can provide insight into campaign effec-tiveness and workforce planning to accommodate callers.

Scheduling

Avoid logging into pull call data. Schedule reports to email the data at regular intervals and begin to make it a part of regu-lar campaign tracking.

Analytics

Integration

Analytics

Integration PHONE CALLS AND CAMPAIGNS

Integrate your call data with your web analytics to view clicks alongside calls. Get the full picture of ad response rates without having to look at two different reports.

Missed calls and hang ups no longer = lost sales opportuni-ties. The percentage of people who leave messages for businesses hangs around 8%. With the call reporting details, it is easy to identify people who contacted your business but hung up or didn’t leave a message for proper follow up.

Call duration

This is a big indication or lead quality. The average length of a sales call is ~3 minutes. If a campaign is driving a high number of calls that are short in duration, then they are most likely unquali-fied, low quality leads. Revisit these ads to review content and target market.

of online interactions eventually lead to aphone call.

60%

MISSING

REWARD$$

Lead source Call result Call duration

Caller info: phone

number, city, state

Caller info: phone

number, city, stateScheduling

EXPERTS SUGGESTEXPERTS SUGGEST

Lead source Call result

PHONE CALLS AND CAMPAIGNS

8

Integrate call tracking data into your core metrics. You are tracking online leads generated from web contact form submissions, content down-loads, webinar registrations, etc. This report should include phone leads as well.

measure cost-per-click, cost-per-acquisition, revenue- per-lead, etc. Why not cost-per-call

Application Programming Inter-faces (API ) is a mechanism for providing web-based, program-matic access to data and func-tions that would otherwise be inaccessible.

Integrate call tracking into your core systems so it becomes part of every-day toolkit. Ensure sales and marketing alignment by integrating call data with your CRM. Easily track sales back to the source. Give your sales team visibility into lead source so they can see what ads are driving sales.

of companies have no process for reengaging

and nurturing leads.

Once someone visits your website and does not covert, they are in essence “gone for good.” The same goes for calls. Sales people fail to capture contact data 85% of the time. With call tracking in place, many providers give you the ability to access advanced demographic data on callers beyond just their name, phone number, and address. This information can be leveraged for remarketing and expanding your marketing database.

Lead Capture

& Nurturing

call recording

Call recording gives you great insight into the quality of your leads, ad content, intended target market and training opportunities for your sales team.

Above we mention call duration as an indicator of lead quality. Use call duration as a way to indicate which calls to listen to. If a campaign has lower than average call duration, listen to some calls and get a feel for whether the caller actually under-stands your messaging and is in the target market you are trying to reach.

If a campaign has higher than average call duration, listen to those to identify if callers are confused by the content and need more explana-tion.

Use call recordings as training aids or a way to identify training opportu-nities with your sales team. Adver-tisements might be driving a ton of phone calls that don’t convert. After listening to a few calls, it becomes apparent that the sales team is not handling the effectively.

Integrate call data with core

systems: API

Name, Phone Number, Full Address

Age, Gender, Ethnicity

Occupation, Education Level

Marital Status, Children

Interests

Estimated Income

Own Credit Cards

Own vs. Rent

Dwelling Type (Single/Multi)

Length at Residence

Home Purchase Date & Price

Mortgage Amount & Type

Lender Name

Refinance Date, Amount, Loan Type

Refinance Lender’s Name

Estimated Current Home Value

73%

Integrate call data

with core processes

USE

CASEUSE

CASE

Say you wanted to down-load your Hosted Num-bers call data each night and import it into an in-house CRM package.

Without an API, there would be no way to access the call data without logging in to your my.hostednumbers.com, downloading your call data to a CSV file, and importing it manually – over and over, every day. With an API, you could write a program to do all this for you automatically.

Hello, may I

help you?

Yes,I want

to know...

Hello?Hello?

YOUYOU

Maximize: Use Info to Build

More Effective Campaigns55

Our Caller Insight feature provides the following data points on callers when available:

EXPERTS

SUGGEST

EXPERTS

SUGGEST

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Start by looking at you budget and assigning unique phone numbers to major line items. Then, take a look at your (and your teams’) time and identify areas where significant effort is devoted and ensure phone numbers are assigned to these initiatives as well. Once you have completed these steps, look at additional features that might drive more insight into campaign effectiveness. These features, when configured at the beginning of your campaigns, can derive significant value. Dynamic Number Replacement is key to properly tracking online advertising. Scheduling calls to forward on schedules that match your business needs from the begin-ning can streamline your communi-cations. Setting ringtones so sales and customer service teams know immediately which ads are driving call can create alignment in sales and marketing goals.

APPLYAPPLYAPPLY ASSESSASSESSASSESS ADJUSTADJUSTADJUST

Now that you are all set up for success, take the time to look at the information this rich, new source is collecting. Call reports give real-time campaign effectiveness data that can guide your content creation, lead nurturing, remar-keting, staf- fing, etc. Schedule reports to come to you at regular interval and block time on your calendar to review them.

Put this new data to good use right away! Integrate it into your systems and processes so it becomes an everyday part of your toolkit and metrics. Use tools like caller demographic data and call recording to further enhance your lead capture and nurturing efforts.

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Advances in CRM, campaign tracking, and call tracking integration will allow for a screen to pop as the phone is ringing to allow sales reps answering to identify the specific advertisement a person is responding to with a copy of the ad so they can respond to the callers’ interest specifically.

Voice communications should be as integrated, searchable, and acces-sible as written. With advances in speech recognition and speech-to-text transcriptions, tagging calls with product info, stage of buying cycle, sentiment, etc. can make call reporting and lead nurturing much more effective. One step beyond manual tagging is keyword spotting where you can search call transcriptions for purchase indicators like sign up, or product information like local phone number in NYC.

Call tagging AND keyword spotting

for business intelligence

Manual post-call surveys to determine buyer readiness and lead quality are already in existence. Imagine a program that handles this automatically. A program run by artificial intelligence that can score the lead and schedule appropriate lead nurturing according to the actual call.

Lead scoring and remarketing

Soon demographic information on callers will be available in real-time so as a sales person is on a call with a prospect they can have insight into that person’s education, income, interests, household size, etc. while conducting the call.

Caller insight info in real time

as call is in process

Disposable numbers

Need a phone number for an hour, a day, a month? Temporary numbers are growing in demand due to privacy concerns. With implementation of local number portability, people are keeping the same numbers longer. Ordering a phone number for a Craigslist ad, to talk to someone you just met at a bar, to enter a contest, for an upcoming event you are hosting, etc. is going to become the norm so you can protect your mobile number and prevent unwanted future calls after your interest wanes.

Hello,may I help

you with ourFriday´sSpecialOffer?

FUTURE OF

CALL TRACKINGCALL TRACKINGCALL TRACKINGCALL TRACKING

Advanced screen pops with

information on the specific ad

a person is responding to

Our offerincludes

two pizzasand two

beverages...

Hello, what do youthink about

our product?

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Hosted Numbers SERVICES ARE EASILY CONFIGURED, THERE ARE NO

CONTRACTS, AND YOU CAN MANAGE YOUR ACCOUNT ONLINE OR CALL

CUSTOMER SUPPORT 24/7.

Hosted Numbers OFFERS THE ABILITY TO WHITE LABEL THEIR

SERVICES FOR MARKETING FIRMS INTERESTED IN FULLY INTEGRATING

CALL TRACKING INTO THE SERVICES THEY OFFER CLIENTS

WWW.HOSTEDNUMBERS.COM

marketing@hostednumbers.com

automated systems deliver the latest technology like

advanced call forwarding, call recording, dynamic number

replacement voicemail and so much more

Hosted Numbers is a provider of toll-free, local,

and vanity phone numbers, call forwarding and ad

tracking services.

CONTACT INFORMATION:

(800) CAN-TRK1

http://en.wikipedia.org/wiki/Telephone_number

http://en.wikipedia.org/wiki/555_telephone_number

http://en.wikipedia.org/wiki/Telephone_exchange_names

http://en.wikipedia.org/wiki/Toll-free_telephone_number

http://www.contactpoint.com/resources/library

http://www.comscore.com/Press_Events/Press_Releases/2006/03/Online_Impact_of_Offline_Buying

http://www.webanalyticsworld.net/2006/12/identifying-solving-client-pains-part_17.html

http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/

http://www.ingenuitydigital.co.uk/News/google-61-of-mobile-searches-end-in-a-phone-call-1804.aspx

http://searchenginewatch.com/article/2066193/Consumers-Head-Online-for-Local-Business-Information

http://atlassolutions.com/insights

http://www.marketingsherpa.com/data/public/reports/special-reports/OPEN-SR-12-Email-Summit-2011.pdf 12