Phone call tracking is not as mysterious as many marketers and analysts think it is, hence the Dharma Initiative theme. The more we learn about it, the more sense it makes. This presentation was delivered to Refresh Richmond (Virginia) on 1/18/11 and the majority of the content was voiced over. Hopefully the concepts and visuals are self-explanatory enough to convey the general ideas.
10. Consumer ...goes online... ...sees an ad...
*tagged with a campaign
parameter
11. Consumer ...goes online... ...sees an ad...
*tagged with a campaign
parameter
...loves your site...
*that shows a unique phone
number tied to the campaign
12. Consumer ...goes online... ...sees an ad...
*tagged with a campaign
parameter
...loves your site... ...makes a call...
*that shows a unique phone *to a tracking number that
number tied to the campaign instantly routes to your phone
13. Consumer ...goes online... ...sees an ad...
*tagged with a campaign
parameter
...loves your site... ...makes a call... ...gives you money!
*that shows a unique phone *to a tracking number that
*you learn which ads work!
number tied to the campaign instantly routes to your phone
37.
Call Quantity by Source
Local & Toll-Free Numbers
Call Recording
Caller ID
Campaign & Keyword-
The bare Level Granularity
MINIMUM Web Dashboards
White-Label Reporting
API Access
Web Analytics &
CRM Integration
38.
Call Quantity by Source
Local & Toll-Free Numbers
Call Recording
Caller ID
Campaign & Keyword-
Necessary Level Granularity
FEATURES Web Dashboards
White-Label Reporting
API Access
Web Analytics &
CRM Integration
39.
Call Quantity by Source
Local & Toll-Free Numbers
Call Recording
Caller ID
Campaign & Keyword-
Advanced Level Granularity
OPTIONS Web Dashboards
White-Label Reporting
API Access
Web Analytics &
CRM Integration
Why Dharma? Call Tracking is a mystery to many people. \nThe more we learn, the more we understand its power.\n
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Why should agencies or marketing firms care?\n
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Internal or external clients\n“prove it” mentality, ROI focused\nExample: clients now ask about Social Media strategy & analytics\n\n\n
Built into AdWords Call Metrics\nGoogle Analytics integration Apps\nIndustry blogs (Avinash Kaushik, Search Engine Land)\n\n
Get ahead of the game\nMark up prices\nDemonstrate true ROI\n\n\n
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50-75% of web contacts are phone calls\nPhone leads close at 30-40%, email forms 3-4%\n
Sales Leads\nBig Ticket Transactions (cars, houses)\nLocal Store Visits\n
Web analytics shortcoming\n\n
Contrary to what Amazon & Ebay think\nSome things have to happen offline \nconsumer preference\nlong purchase cycle starts with leads\nkick the tires\n
Process of testing and refining landing pages, ads & calls to action\n
Clicks and Bricks\nNeed to count\nOnline + Offline Conversions = Total Conversions\n\n
All traffic sources compared equally (online and offline)\nWiden the funnel\nPut money into what works\nImpossible without marrying online and offline data\n
Categorizing, scoring leads\n\n
Support calls, sales leads, existing customers needing info.\nCall tracking allows for lead categorization and scoring.\n\n
Tim Ash: SiteTuners.com: Phone calls returned in 10 minutes (versus 5 minutes) convert 4X less\n
C\n
Get callers to the people that can help, quickly\nWhisper messages to prompt right message (offers or inquiries)\n
Just like online CRO\nExcessive ring times\nVoicemail prompts (after hours?)\nOption trees (who likes them?)\n
Are salespeople closing effectively?\nIs customer service helpful?\n
C\n
Pen and paper\nMultiple phone #’s\n
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tiered for different volume levels\ncomparison table on CallTrackingBlog.com\n
comparison table on CallTrackingBlog.com\n
C\n
If you can install GA, you can install call tracking\nJavaScript dynamically replaces text phone numbers on a web page\nMore complicated if phone numbers appear in images\n
Direct mail\nOutdoor ads\nPrint, TV, Radio\nCatalogs\nBusiness Cards\n
Direct mail\nOutdoor ads\nPrint, TV, Radio\nCatalogs\nBusiness Cards\n
Direct mail\nOutdoor ads\nPrint, TV, Radio\nCatalogs\nBusiness Cards\n