Cutting Edge Search Technology - Ross Fabian
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Cutting Edge Search Technology - Ross Fabian

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Cutting Edge Search Technology - Ross Fabian Cutting Edge Search Technology - Ross Fabian Presentation Transcript

  • 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**
    2
    *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 !
    3
    View slide
  • 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.
    4
    View slide
  • 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
    5
  • 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.
    6
  • 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.
    7
  • 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.
    8
  • 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.
    9
  • 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.
    10
  • Call Log
    11
  • Visitor Path
    12
  • Data Integrations
    You can also integrate this phone call conversion data with 3rd party providers, including web analytics, bid management systems, CRM’s etc.
    13
  • The End…or is it?