Best Practices for Measuring the Value of the Mobile Lead

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Smx West 2014 Session #Smx #24C - Measuring The Mobile Marketing Leadpresentation Best Practices For Measuring The Value Of The Mobile Marketing Lead By John Busby @Johnmbusby Of Marchex

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Best Practices for Measuring the Value of the Mobile Lead

  1. 1. Measuring The Mobile Lead John Busby, SVP Marchex Institute March 12th, 2014 @johnmbusby @marchex #smx #24c
  2. 2. 2 On our smartphones, measurement isn’t confined to browser & app history @johnmbusby @marchex #smx #24c RING RING
  3. 3. 3 Actually, phone calls are the most common response to a mobile search 1 Google Mobile Data 2 Kelsey Study 2010 http://www.google.com/think/research-studies/click-to-call.html @johnmbusby @marchex #smx #24c 65% of businesses value calls the most over other advertising outcomes 2 62% of consumers call a business from a local search, the most over other outcomes 1
  4. 4. 4 Example of pull quote messaging Mobile bookings [for online travel agencies] will account for 29% of the OTA market by 2015, compared with 27% for the total online market. And those numbers may actually be conservative. Mobile booking numbers for hotels don’t include smartphone owners who use “click-to-call” features that provide direct phone access to a hotelier’s call center. So for every hotel booking via smartphone, there were three or four cases where the user clicked through to a call center or booked via another distribution channel. @johnmbusby @marchex #smx #24c Report on Mobile Bookings December, 2013 http://www.travelweekly.com/Travel-News/Travel-Technology/PhoCusWright-report-on-mobile-bookings-shows-rapid-growth/
  5. 5. 5 Ok, so you’re going to measure phone calls… @johnmbusby @marchex #smx #24c
  6. 6. 6 There are three general rules of call measurement @johnmbusby @marchex #smx #24c Bonus: Cross-Channel Attribution 1. Put tracking numbers on everything 2. Identify undesirable calls & spam. Block these calls before they reach the advertiser. 3. Of calls that are answered, understand which calls are truly valuable.
  7. 7. 7 Your call tracking number is your tracking pixel 1-800-GRT-DATA In mobile, your call tracking should match the sophistication of your online tracking. @johnmbusby @marchex #smx #24c
  8. 8. 8 Dynamic Tracking: How it works @johnmbusby @marchex #smx #24c
  9. 9. 9 Why is it important to identify undesirable calls? Marchex Clean Call blocked 40 million calls in 2013 for Call Analytics clients 0 1 2 3 4 5 6 15% 20% 25% 30% 35% CallsBlocked(M) BlockledCall% @johnmbusby @marchex #smx #24c
  10. 10. 10@johnmbusby @marchex #smx #24c
  11. 11. 11 An inconvenient truth: They’re not all sales calls! @johnmbusby @marchex #smx #24c 26% 2% 30% 42% Sales Calls Robocalls & Spam Misdials Customer Service
  12. 12. 12 Hearing a customer purchase over the phone proves value @johnmbusby @marchex #smx #24c For industries with restrictions (legal, healthcare, insurance) use call visualization like Call DNA to show the value.
  13. 13. 13 And keyword spotting can prove reservations and why they occurred @johnmbusby @marchex #smx #24c Features Correlated with Reservations for Major Hotel Chains
  14. 14. 14 Bonus: How call data can inform creative and help with attribution @johnmbusby @marchex #smx #24c
  15. 15. 15 Who are you reaching? Life stage analysis *Marchex Call Data (Q3 2013) *Marchex Call Data from Progressive Campaign (Q3 2013) Up to $75K Up to 34 INCOME AGE LIFE STAGE Families @johnmbusby @marchex #smx #24c
  16. 16. 16 Age, education & income bands all contribute to customer value analysis *Marchex Call Data (Q3 2013) @johnmbusby @marchex #smx #24c
  17. 17. 17 You can also measure where callers reside to determine geographic effectiveness *Marchex Call Data (Q3 2013) @johnmbusby @marchex #smx #24c 1 2 9 4 6 3 5 8 7 10 7 10 4 8 9 6 5 3 2 1
  18. 18. 18 Consumers tweet when they interact with television…and they also call *Marchex Call Data (Q3 2013) @johnmbusby @marchex #smx #24c
  19. 19. 19 A Few Last Notes To Highlight Call Measurement @johnmbusby @marchex #smx #24c
  20. 20. 20  Male callers stayed on the phone for 7 minutes 23 seconds  Female callers stayed on the phone for 6 minutes 30 seconds 1. In Mobile, Men Are Chattier Than Women Auto Bankruptcy Locksmith Real Estate Education Pest Control FemaleMale Source: Marchex, 2013 100,000+ calls from 2012-2013 @johnmbusby @marchex #smx #24c
  21. 21. 21 Source: Marchex Data 2013 2. Consumers Curse At Businesses in 1 of Every 200 Calls @johnmbusby @marchex #smx #24c
  22. 22. 22 Marchex is a mobile advertising & technology company = Patents Granted and Pending 21 Customer scale +100K +$130M Annual Call Revenue 100Ms Annual Call Scale Total People / Engineering 400 / 50% CALLS @johnmbusby @marchex #smx #24c

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