Cutting Edge Search Technology - Ross Fabian

842 views
778 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
842
On SlideShare
0
From Embeds
0
Number of Embeds
133
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Cutting Edge Search Technology - Ross Fabian

  1. 1. Evolution of Phone Call Analytics<br />
  2. 2. Online Search Produces Offline Sales<br />According to Yahoo! data, 92% of all online searches result in an offline conversion*<br />43% of consumers who conducted an online search convert over the phone**<br />2<br />*John Kim - Sr. Director - Yahoo Search Marketing [eComXpo 2007] <br />** This percentage was calculated from data obtained from the following sources: <br />A Nielsen//NetRatings and WebVisible survey, 2006 and a ComScore Google Study, March 2006<br />
  3. 3. So Call Tracking is Important !<br />3<br />
  4. 4. Different Levels of Call Tracking<br />No tracking at all.<br />Make assumptions based on anecdotal data.<br />Survey customers when they call.<br />Use a call tracking solution.<br />4<br />
  5. 5. Types of Call Tracking Solutions<br />Unique telephone extensions<br />Unique code identifiers (coupon and reference codes)<br />Unique phone numbers per campaign<br />Keyword level call tracking<br />Visitor level call tracking<br />5<br />
  6. 6. Unique Telephone Extensions<br />Each campaign gets allocated it’s own extension.<br />When someone calls in they are automatically asked to enter the extension, which is then recorded.<br />6<br />
  7. 7. Unique Code Identifiers<br />This works in a similar way to the unique extensions, but your customers services representative asks for the unique code and enters it.<br />7<br />
  8. 8. Unique Phone Numbers<br />Each campaign gets allocated it’s own unique phone number. <br />When someone calls in you automatically know which campaign they have called from.<br />8<br />
  9. 9. Keyword Call Tracking<br />Your website has a pool of phone numbers.<br />Each unique search phrase is allocated a number from a pool, as a visitor enter your website.<br />After some time the allocated numbers get reallocated to a different keyword.<br />9<br />
  10. 10. Visitor Call Tracking<br />Your website has a pool of phone numbers.<br />Each visitor is allocated a number from a pool, as they enter your website.<br />After some time the allocated numbers get reallocated to a different visitor.<br />This requires more telephone numbers but allows you to track all website traffic and not just search traffic.<br />10<br />
  11. 11. Call Log<br />11<br />
  12. 12. Visitor Path<br />12<br />
  13. 13. Data Integrations<br />You can also integrate this phone call conversion data with 3rd party providers, including web analytics, bid management systems, CRM’s etc.<br />13<br />
  14. 14. The End…or is it?<br />

×