The 17
Coolest Metrics
We Extracted from Phone Calls in Q1
About Me
- Written for Search Engine Journal, DMN,
Mobile Marketer,
- Spoken at SMX, LeadsCon, SMSS, SES
Conference
- Host...
What is LogMyCalls?
- Business intelligence and call analytics
- Lead scoring and deep analytics for the phone
- Conversat...
A River of Phone Calls
$73B spend on advertising in 2013 to drive
phone calls
64% of direct marketing/local businesses say...
TraditionalCall Tracking
Raw # of Calls
Referring Source
Keywords (Maybe)
Call Duration
Call tracking
STOPS
after the phone rings.
words spoken each day
on business phone calls.
A lot happensafter the phone rings.
BILLION
Conversation AnalyticsBusiness intelligence for the phone.
Conversation AnalyticsConversation Analytics tells you what happens ON the call.
Call IndicatorsConversation Analytics Eng...
The Q1 Call Report
- Millions of call segments analyzed in
Q1 – every single call
- Dozens of industries
- Data analyzed b...
Lead Scoring
- Calls analyzed for lead quality
- Lead scoring for phone calls
- Assigned scores from 0-100
- ‘Great’ Leads...
Missed Opportunities
- Missed Opportunities – Good or great lead that didn’t buy
- Variety of factors: sales skills, prici...
Ask for the Business
- A direct invitation for the caller to become a customer
- Examples:
- ‘We have an opening at 2:00. ...
Conversion Rate
- Conversion: Appointment
Set, Sale Made, Reservation
Made, Commitment to Buy
- On 29% of the calls analyz...
Conversion Action
- Appointment
- Dentist, doctor, tire,
auto, plumber, HVAC
- Commitment to Buy
- SaaS, BtoB, big ticket
...
Call Length
- Vary widely dependent on industry
- Accuracy of Conversation Analytics
- Average phone call - 528 words
- Av...
The Elements of a
Converted Call
- Millions of call segments analyzed in
the first 4 months of 2014
- Dozens of industries...
- Calls in which there was a conversion event are longer
- Varies dependent on industry
- Questions, lead quality, politen...
- Remember the data from the previous infographic:
- Asking for the Business makes a caller 10.4 x more
likely to buy
- An...
- Lead quality matters…but not as much as other things
- Formula for converting 80% of your calls – 8 of 10
- Compliment – Agent compliments caller
- Politeness – Agent is basic...
Calls: A Fertile Field of Data
45 Cool Analytics We Extract from Phone Calls
- A comprehensive of list of every piece of d...
Case Study: Grand Lucayan
- Problem
- Spending millions to market across
Eastern seaboard – ATL and Carolinas
- Not tracki...
Case Study: NES
- Problem
- Integration with property
management and lead management
SaaS
- Provide clients value and data...
Case Study: Money Mailer
- Problem
- Losing clients because of
inability to show ROI,
conversions, and revenue
- Not track...
- Receive alerts for Missed
Opportunities
- Append lead scores to CRM records
- Create nurture campaigns based on
conversi...
- 30-Day Trial of Conversation
Analytics
- Start tracking data
- Start automating actions via
the API and Webhooks
Action ...
- mallen@logmycalls.com
- Twitter: @mckaysallen
- Webinar Series
LogMyCalls.com/webinar
Contact Me
McKay Allen
Content Mar...
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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.

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

  1. 1. The 17 Coolest Metrics We Extracted from Phone Calls in Q1
  2. 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. 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. 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. 5. TraditionalCall Tracking Raw # of Calls Referring Source Keywords (Maybe) Call Duration
  6. 6. Call tracking STOPS after the phone rings.
  7. 7. words spoken each day on business phone calls. A lot happensafter the phone rings. BILLION
  8. 8. Conversation AnalyticsBusiness intelligence for the phone.
  9. 9. Conversation AnalyticsConversation Analytics tells you what happens ON the call. Call IndicatorsConversation Analytics Engine Call Conversation
  10. 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. 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. 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. 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. 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. 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. 16. Call Length - Vary widely dependent on industry - Accuracy of Conversation Analytics - Average phone call - 528 words - Average Siri inquiry – 6 words
  17. 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. 18. - Calls in which there was a conversion event are longer - Varies dependent on industry - Questions, lead quality, politeness - EFFORT
  19. 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. 20. - Lead quality matters…but not as much as other things
  21. 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. 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. 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. 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. 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. 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. 27. - 30-Day Trial of Conversation Analytics - Start tracking data - Start automating actions via the API and Webhooks Action Items
  28. 28. - mallen@logmycalls.com - Twitter: @mckaysallen - Webinar Series LogMyCalls.com/webinar Contact Me McKay Allen Content Marketing Manager
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