overcoming the challenges of mobile attribution
TRANSCRIPT
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….
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
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
