Evolution of Marketing Analytics Performance marketing takes hold – only pay when a prospect takes action (clicks, coupon redemption, form fills etc.) Impression-based metrics (Nielsen, Arbitron, circulation, page views) Advanced call tracking now categorizes incoming calls for you, building scale by generating reports just for qualified leads Call tracking measures the response businesses really care about - phone calls, from every ad source including digital
What We Do Century Interactive designs innovative telephony services and then enthusiastically supports the valued customers who use them Inbound Call Tracking Virtual Receptionist Outbound Call Tracking Web Session Tracking Chat Call Categorization
What It Looks Like - Reporting Access your reports online, through a direct feed to your CRM, or via email Our service automatically records every call coming in to and out of your business
Tailor Your Own Solution Publishers Validate your value proposition to advertisers by showing them how many phone calls your media delivered. Proprietary call filtering tool aggressively combats telemarketers and robo-dialers Sales Managers Recording outbound calls allows sales managers to more effectively train staff and understand how the company is communicating with prospects and customers. Tag the calls for appropriate follow-up Media Planners General Managers Intelligent routing rules ensure the prospect connects with the right department every time, serving as a hosted PBX solution Sales Reps Send calls to your mobile phone or call center after-hours, “round-robin” allows your team to pool ad dollars and share incoming calls. Utilize the “whisper” to tell you where each caller is coming from Search Marketers If the caller came from your website, we can tell the exact keywords that brought you the visitor, which search engine, and whether the caller clicked on an organic or sponsored link Take the guesswork out of advertising. Put more budget into the ads that are working and eliminate the ones that aren’t. Drive ROI Advanced telephony solutions to meet your specific needs
Critical Points of Differentiation Website Tracking Link web sessions to phone calls. Dynamic number insertion saves you money on phone numbers while avoiding the pitfalls of proxy sites Straight-forward Pricing You pay for what you use, with recording, chat, and virtual receptionist features gratis as a value-add. No contracts, minimums, or setup fees Customer Support Proprietary Platform We’ve built the telephony infrastructure on the back-end and have emergency responder status with the phone company, ensuring maximum performance and reliability White-label Approach Company mission is to empower our valued re-sellers, providing these agencies and publishers 24/7 support and a recurring revenue stream Easy Install We’re a hosted solution, so there’s nothing to install. We port over your existing phone numbers, and you begin tracking calls right away All employees are cross-trained to handle support calls direct, so no “trouble ticket” online support system Our success is the result of customer-oriented development and support
Take Action Right Now Our service allows you to immediately execute on the following: <ul><li>Listen to the calls and use the recordings to initiate a sales/support coaching program </li></ul><ul><li>Pull up calls filtered for how you want to see them (i.e. by missed calls, duration, outcome, department etc.) </li></ul><ul><li>Provision your own tracking numbers immediately. You control the process. Go from idea to tracking calls in minutes </li></ul><ul><li>Hold your PPC budget accountable. Identify how many callers from your website were sourced from organic versus sponsored clicks </li></ul>
Who is Using Century Interactive? Plus thousands of auto dealerships, attorneys, directory publishers and medical professionals nationwide
Glossary: Virtual Receptionist Scheduling Geo Routing A single call measurement number can ring to different offices based on the caller's phone number. If the call comes from area code 214, forward to Dallas office. If the call comes from 202 or 703, forward to DC office. Anything else goes to New York office. Calls will rotate to multiple ring-to numbers based on the established routine. The first call goes to the first ring-to number listed, then the next call will be sent to the second ring-to number on the list. This feature is typically used for sales teams that want to share incoming leads across multiple employees. User can setup a number to change its ring-to setting every day at a certain time. This is useful for (1) small business managers who want calls to come to their mobile phones when they leave the office each day and (2) advertisers who are utilizing call centers to handle after-hours inquiries. Advertisers can now setup call tracking numbers to perform like a virtual receptionist Round Robin Menu Routing A single call measurement number can have a PBX-like greeting that helps callers navigate to the proper ring-to. "For our Dallas office, press 1. For our New York office, press 2. For our Washington DC office, press 3."
Due Diligence Checklist to Ensure a Positive Call Measurement Experience 1. Who owns the numbers? Some providers maintain ownership of the telephone numbers that are being tracked. Advertisers become hostages to the call measurement company that is leasing the numbers because they can't switch to another provider without forfeiting all of the calls that their number generates. When we sell a call measurement number, the customer becomes the owner of that line. If we're not doing a good job, the advertiser can port the number to another company without any interruption in service. 2. Who owns the data? Since you are paying for the ad that generates the leads, you should be the only party that can use the collected data. Make sure your provider isn't planning on selling your customers' names, phone numbers and addresses. It's also a good idea to make sure you'll have total control of the information that gets collected (i.e., Can the data be easily exported?, Are there any limitations to how I can use the data?, etc.) 3. Can my minutes be pooled? If a provider offers a package that includes 200 minutes per month, find out if you're allowed to aggregate the minutes of multiple numbers. Example: If you're paying for 10 numbers, make sure your monthly minute total is a combined 2,000 minutes that can be distributed across all numbers (you may have a few numbers that generate a majority of the traffic). 4. What's the contingency plan for misprinted numbers? No matter how careful a publisher might be, there will inevitably be situations where an ad gets messed up. We've worked with phone book publishers who accidentally printed the same telephone number for three different companies. We inserted an automated greeting that asked callers to select which company they wished to connect with...it wasn't perfect, but it minimized the damage. 5. What's the turnaround time for new numbers? If a customer needs numbers in a market that's in our existing inventory, the provisioning process takes about 3 minutes. If we don't have the market covered, we order lines from multiple vendors in the requested market. In the past, it's taken about 5 to 7 business days for those numbers to be delivered - that seems to be the industry standard. We just formalized a partnership with a new vendor that will be able to provide numbers within 12 hours; I imagine this will quickly become the new standard for everyone. 6. Can the call reports be fully customized? Every provider claims that its reports are customizable. Make sure this means that you can control what data is included and how the information is formatted; often times "customizable" just means your logo gets slapped onto the top of the page.
Stephen Cravens [email_address] 214-960-4489 www.centuryinteractive.com Thank You Stephen Cravens [email_address] 214-960-4489 www.centuryinteractive.com