Cutting Edge Search Technology - Ross Fabian

Evolution of Phone Call Analytics

Online Search Produces Offline Sales
According to Yahoo! data, 92% of all online searches result in an offline conversion*
43% of consumers who conducted an online search convert over the phone**
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*John Kim - Sr. Director - Yahoo Search Marketing [eComXpo 2007]
** This percentage was calculated from data obtained from the following sources:
A Nielsen//NetRatings and WebVisible survey, 2006 and a ComScore Google Study, March 2006

So Call Tracking is Important !
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Different Levels of Call Tracking
No tracking at all.
Make assumptions based on anecdotal data.
Survey customers when they call.
Use a call tracking solution.
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Types of Call Tracking Solutions
Unique telephone extensions
Unique code identifiers (coupon and reference codes)
Unique phone numbers per campaign
Keyword level call tracking
Visitor level call tracking
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Unique Telephone Extensions
Each campaign gets allocated it’s own extension.
When someone calls in they are automatically asked to enter the extension, which is then recorded.
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Unique Code Identifiers
This works in a similar way to the unique extensions, but your customers services representative asks for the unique code and enters it.
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Unique Phone Numbers
Each campaign gets allocated it’s own unique phone number.
When someone calls in you automatically know which campaign they have called from.
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Keyword Call Tracking
Your website has a pool of phone numbers.
Each unique search phrase is allocated a number from a pool, as a visitor enter your website.
After some time the allocated numbers get reallocated to a different keyword.
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Visitor Call Tracking
Your website has a pool of phone numbers.
Each visitor is allocated a number from a pool, as they enter your website.
After some time the allocated numbers get reallocated to a different visitor.
This requires more telephone numbers but allows you to track all website traffic and not just search traffic.
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Call Log
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Visitor Path
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Data Integrations
You can also integrate this phone call conversion data with 3rd party providers, including web analytics, bid management systems, CRM’s etc.
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The End…or is it?

Cutting Edge Search Technology - Ross Fabian

by sascon on May 26, 2011

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