Unnecessarily Naked:
The Digital Marketer’s New Clothes
Eric Holmen
CMO, Invoca
Paul Wicker
Director of Product, Kenshoo
P...
Meet the Panelists
• 20+ years experience in SaaS Digital
Marketing
• Former SVP of Marketing & Sales at
Silverpop, Presid...
Meet the Panelists
Paul Wicker
Director of Product, Kenshoo
CONFIDENTIAL
3
• Building scalable Local advertising
solutions...
“90%of consumers begin a task on one device then complete
it on another.” –Todd Rowe, Managing Director of SMB Global Sale...
A Marketer’s Multichannel Kingdom
CONFIDENTIAL
5
Call with basic
information requestMultichannel
marketing is all about
co...
A Marketer’s Multichannel Kingdom
CONFIDENTIAL
6
Call with basic
information request
Multi-channel marketing
Omni-channel ...
Today’s Dress Code for Marketers
CONFIDENTIAL
7
Call with basic
information request• Bid Management
• Tag Management
• Goo...
Shifting landscape
| 9| 9
| 10| 10
50%
Mike Ghaffary, Yelp
$2.4 trillion Offline > $815 billion Online
Omni versus Store
Challenges
• How do you give the store credit for an assist? Pickup?
• What if you purchase in store but ship inventory fr...
Marketers may feel very well dressed with their SaaS
toolkit, but they’re actually completely naked when it
comes to a cri...
Marketing campaigns drive online conversions
(clicks) and offline conversions (calls).
A Critical Conversion Point?
CONFIDENTIAL
16
Call with basic
information request
33.6%
41.8%
64.3%
38.4%
38.7%
22.5%
28.0%...
Phone calls close at a rate of 10-15%
higher than online leads
Google // Nielson // Microsoft // Forrester // BIA/Kelsey /...
CONFIDENTIAL
18
Call with basic
information request
Not Just High Quality, High Volume
From 2011 to 2013, U.S. businesses ...
61% of all mobile searches result
in an inbound call to a business
Google in Ingenuity Digital News
Without Call Data …
CONFIDENTIAL
20
Call with basic
information request
• Inaccurate conversion data for high volume digit...
Without Call Data …
CONFIDENTIAL
21
Call with basic
information request
???
Without Call Data …
CONFIDENTIAL
22
Call with basic
information request
The Solution
You need an integrated call marketing solution.
Campaign ID
Referring URL
Keyword
An Integrated Marketing Solution
Campaign ID
Referring URL
Keyword
Marketing program gets credited for the
call. Resulting revenue from inbound call
is tracked.
$
Case Study: Major Auto Brand
Time Period: 30 day (pre/post)
Goals:
– Drive qualified phone leads to dealerships
– Optimize...
But we’re over simplifying…
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at...
How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at Shoes.com and
...
How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at Shoes.com and
...
Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value
• ROI lift of 17% • Spend increased 9% • Fully automa...
Best Practices
With Kenshoo and Invoca, you can optimize your budget and
strategy planning.
 What % of my campaigns are d...
Call with basic
information request
Questions?
Paul Wicker
Director of Product , Kenshoo
Paul.wicker@kenshoo.com
415-230-2...
Call with basic
information request
Get a demo:
http://go.invoca.com/demo
marketing@invoca.com
877-708-7111
Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca Webinar
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Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca Webinar

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Presentation from the April 17th webinar with Invoca CMO Eric Holmen and special guest Paul Wicker of Kenshoo, who discussed how to get a complete picture of cross channel conversions, to create a complete and accurate marketing budget and plan.

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Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca Webinar

  1. 1. Unnecessarily Naked: The Digital Marketer’s New Clothes Eric Holmen CMO, Invoca Paul Wicker Director of Product, Kenshoo Part of: Analytics & Optimization Summit Guest Speakers:
  2. 2. Meet the Panelists • 20+ years experience in SaaS Digital Marketing • Former SVP of Marketing & Sales at Silverpop, President & CMO at SmartReply • Multiple patent holder for marketing processes and innovations Eric Holmen CMO, Invoca CONFIDENTIAL 2
  3. 3. Meet the Panelists Paul Wicker Director of Product, Kenshoo CONFIDENTIAL 3 • Building scalable Local advertising solutions since 2006 • Small business advocate and cheerleader. #GoLocal! • Prolific speaker, blogger and conference junkie
  4. 4. “90%of consumers begin a task on one device then complete it on another.” –Todd Rowe, Managing Director of SMB Global Sales, Google
  5. 5. A Marketer’s Multichannel Kingdom CONFIDENTIAL 5 Call with basic information requestMultichannel marketing is all about consumer choice.
  6. 6. A Marketer’s Multichannel Kingdom CONFIDENTIAL 6 Call with basic information request Multi-channel marketing Omni-channel strategy
  7. 7. Today’s Dress Code for Marketers CONFIDENTIAL 7 Call with basic information request• Bid Management • Tag Management • Google AdWords • Analytics • Marketing Automation • CRM Track ONLINE touch points and conversions
  8. 8. Shifting landscape
  9. 9. | 9| 9
  10. 10. | 10| 10 50%
  11. 11. Mike Ghaffary, Yelp $2.4 trillion Offline > $815 billion Online
  12. 12. Omni versus Store
  13. 13. Challenges • How do you give the store credit for an assist? Pickup? • What if you purchase in store but ship inventory from other store? • How do you connect and value offline conversion to online activity? • Are “Store” campaigns the new “Brand” campaigns? • How do you set budgets and bids for stores versus online?
  14. 14. Marketers may feel very well dressed with their SaaS toolkit, but they’re actually completely naked when it comes to a critical conversion point…….
  15. 15. Marketing campaigns drive online conversions (clicks) and offline conversions (calls).
  16. 16. A Critical Conversion Point? CONFIDENTIAL 16 Call with basic information request 33.6% 41.8% 64.3% 38.4% 38.7% 22.5% 28.0% 19.5% 13.2% 0% 20% 40% 60% 80% 100% Calls Online Form SEM Poor/Fair/NA Good Excellent Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568 Quality Assessment of Lead Source
  17. 17. Phone calls close at a rate of 10-15% higher than online leads Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center
  18. 18. CONFIDENTIAL 18 Call with basic information request Not Just High Quality, High Volume From 2011 to 2013, U.S. businesses have experienced a 133% increase in daily online- derived phone calls
  19. 19. 61% of all mobile searches result in an inbound call to a business Google in Ingenuity Digital News
  20. 20. Without Call Data … CONFIDENTIAL 20 Call with basic information request • Inaccurate conversion data for high volume digital campaigns such as paid search and display • Automating for destruction – automatic bidding on the wrong terms • No insight on how to get more of your best quality leads • Loss of marketing generated revenue
  21. 21. Without Call Data … CONFIDENTIAL 21 Call with basic information request ???
  22. 22. Without Call Data … CONFIDENTIAL 22 Call with basic information request
  23. 23. The Solution You need an integrated call marketing solution. Campaign ID Referring URL Keyword
  24. 24. An Integrated Marketing Solution Campaign ID Referring URL Keyword
  25. 25. Marketing program gets credited for the call. Resulting revenue from inbound call is tracked. $
  26. 26. Case Study: Major Auto Brand Time Period: 30 day (pre/post) Goals: – Drive qualified phone leads to dealerships – Optimize keywords that drive calls Results: – Lead Volume: increased 13% - 75% – Conversion Rate: increased 28% – Cost Per Lead (CPL): decreased 27% Case Study: Kenshoo Call Conversion Optimization 27
  27. 27. But we’re over simplifying… black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. Looking for the perfect handbag to match? Find the hottest combos on Shoes.com $ $ $ shoes.com
  28. 28. How it Works black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. 17% 30% 43% 10% shoes.com $ $ $
  29. 29. How it Works black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. shoes.com Looking for the perfect handbag to match? Find the hottest combos on Shoes.com $ $ $ 4% 8% 18% 5% 65% $ $ $
  30. 30. Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value • ROI lift of 17% • Spend increased 9% • Fully automated optimization
  31. 31. Best Practices With Kenshoo and Invoca, you can optimize your budget and strategy planning.  What % of my campaigns are driving calls, and how many?  What higher conversion rates should expect?  How does this affect my lead volume forecasts?
  32. 32. Call with basic information request Questions? Paul Wicker Director of Product , Kenshoo Paul.wicker@kenshoo.com 415-230-2500 Eric Holmen CMO, Invoca marketing@invoca.com 877-708-7111
  33. 33. Call with basic information request Get a demo: http://go.invoca.com/demo marketing@invoca.com 877-708-7111

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