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Direct Marketing News Webcast - The 17 Coolest Metrics We Extracted from Phone Calls in Q1
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Direct Marketing News Webcast - The 17 Coolest Metrics We Extracted from Phone Calls in Q1

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DMN Webcast with LogMyCalls about call analytics, call tracking, direct marketing, and in-depth data. Webinar discusses the coolest things that LogMyCalls extracted from phone calls in Q1 of 2014.

DMN Webcast with LogMyCalls about call analytics, call tracking, direct marketing, and in-depth data. Webinar discusses the coolest things that LogMyCalls extracted from phone calls in Q1 of 2014.

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  • 1. The 17 Coolest Metrics We Extracted from Phone Calls in Q1
  • 2. About Me - Written for Search Engine Journal, DMN, Mobile Marketer, - Spoken at SMX, LeadsCon, SMSS, SES Conference - Host of marketing webinar interview series - LogMyCalls.com/webinar - Former TV news anchor and reporter - Manage the content strategy for LogMyCalls McKay Allen Content Marketing Manager
  • 3. What is LogMyCalls? - Business intelligence and call analytics - Lead scoring and deep analytics for the phone - Conversation Analytics Global Start-Up Grand Prize Winner - 2500 companies competed - LogMyCalls selected
  • 4. A River of Phone Calls $73B spend on advertising in 2013 to drive phone calls 64% of direct marketing/local businesses say calls are the best leads they receive Phone calls from mobile search will top 73B in 2018
  • 5. TraditionalCall Tracking Raw # of Calls Referring Source Keywords (Maybe) Call Duration
  • 6. Call tracking STOPS after the phone rings.
  • 7. words spoken each day on business phone calls. A lot happensafter the phone rings. BILLION
  • 8. Conversation AnalyticsBusiness intelligence for the phone.
  • 9. Conversation AnalyticsConversation Analytics tells you what happens ON the call. Call IndicatorsConversation Analytics Engine Call Conversation
  • 10. The Q1 Call Report - Millions of call segments analyzed in Q1 – every single call - Dozens of industries - Data analyzed by Conversation Analytics engine - Compiled by the LogMyCalls data team
  • 11. Lead Scoring - Calls analyzed for lead quality - Lead scoring for phone calls - Assigned scores from 0-100 - ‘Great’ Leads – 80-100 - ‘Good’ Leads – 60-80
  • 12. Missed Opportunities - Missed Opportunities – Good or great lead that didn’t buy - Variety of factors: sales skills, pricing sensitivity, confusion, agitation - Alerts and notifications
  • 13. Ask for the Business - A direct invitation for the caller to become a customer - Examples: - ‘We have an opening at 2:00. Can we get you set up?’ - ‘Why don’t we go ahead and reserve the room?’
  • 14. Conversion Rate - Conversion: Appointment Set, Sale Made, Reservation Made, Commitment to Buy - On 29% of the calls analyzed, one of these things occurred - What’s your conversion rate?
  • 15. Conversion Action - Appointment - Dentist, doctor, tire, auto, plumber, HVAC - Commitment to Buy - SaaS, BtoB, big ticket - Reservation Made - Hotel, spa, rental car, equipment - Purchase Made - Subscription, CC info
  • 16. Call Length - Vary widely dependent on industry - Accuracy of Conversation Analytics - Average phone call - 528 words - Average Siri inquiry – 6 words
  • 17. The Elements of a Converted Call - Millions of call segments analyzed in the first 4 months of 2014 - Dozens of industries - Data analyzed by Conversation Analytics engine - What happens on a converted call vs. a non-converted call?
  • 18. - Calls in which there was a conversion event are longer - Varies dependent on industry - Questions, lead quality, politeness - EFFORT
  • 19. - Remember the data from the previous infographic: - Asking for the Business makes a caller 10.4 x more likely to buy - And yet…87% of the time, agents don’t ask for the business
  • 20. - Lead quality matters…but not as much as other things
  • 21. - Formula for converting 80% of your calls – 8 of 10 - Compliment – Agent compliments caller - Politeness – Agent is basically polite to caller - Acquired Address – Agent gets caller’s address (even city or state) - Acquired Name – Agent gets the caller’s name - Acquired Phone Number – Agent gets the caller’s phone number - Sales Inquiry – Caller’s not asking for directions or dialing the wrong number - Ask for Business – Agent asked directly for the business - Ownership Language – Agent used ownership language – ‘I can help you with that’ or ‘You’ve called the right place.’ - Determine Needs – Open-ended questions
  • 22. Calls: A Fertile Field of Data 45 Cool Analytics We Extract from Phone Calls - A comprehensive of list of every piece of data we can extract from phone calls - Data that will improve your conversion and close rates
  • 23. Case Study: Grand Lucayan - Problem - Spending millions to market across Eastern seaboard – ATL and Carolinas - Not tracking conversion rates - Solution - Track conversion rates by zip code and area codes - Tracking conversion rates – improved 157% in 6 months - Close rates up from 7% to 18%
  • 24. Case Study: NES - Problem - Integration with property management and lead management SaaS - Provide clients value and data: CPL, Traffic to Appointment, Cost Per Lease - Solution - Missed Opportunity notifications - Bundle via API – ‘Wow factor’ - Close rate data
  • 25. Case Study: Money Mailer - Problem - Losing clients because of inability to show ROI, conversions, and revenue - Not tracking Missed Opportunities for clients - Solution - Implementing across national franchises - Saving 4-5 clients per franchise/month - Improving clients’ revenue
  • 26. - Receive alerts for Missed Opportunities - Append lead scores to CRM records - Create nurture campaigns based on conversion - Track conversion rate - Track sales performance of agents - Webhooks and API Conversation Analytics: Use Cases
  • 27. - 30-Day Trial of Conversation Analytics - Start tracking data - Start automating actions via the API and Webhooks Action Items
  • 28. - mallen@logmycalls.com - Twitter: @mckaysallen - Webinar Series LogMyCalls.com/webinar Contact Me McKay Allen Content Marketing Manager