Phone Call Tracking for Marketers

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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.

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Phone Call Tracking for Marketers

  1. 1. CALL TRACKING Andrew Miller @AndrewCMillerYourSearchAdvisor.com & CallTrackingBlog.com
  2. 2. Consumer
  3. 3. Consumer ...goes online...
  4. 4. Consumer ...goes online... ...sees an ad...
  5. 5. Consumer ...goes online... ...sees an ad......loves your site...
  6. 6. Consumer ...goes online... ...sees an ad......loves your site... ...makes a call...
  7. 7. Consumer ...goes online... ...sees an ad......loves your site... ...makes a call... ...gives you money!
  8. 8. Consumer
  9. 9. Consumer ...goes online...
  10. 10. Consumer ...goes online... ...sees an ad... *tagged with a campaign parameter
  11. 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. 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. 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
  14. 14. Why should marketers care?
  15. 15.  How can you prove your marketing works?
  16. 16.  Which advertising channels drive the most and best leads?
  17. 17.  Where should I spend my advertising budget?
  18. 18.  Client DEMAND
  19. 19.  Industry MOMENTUM
  20. 20.  Service DIFFERENTIATION
  21. 21. Phone Leads vs. Email Leads
  22. 22. QUANTITY vs. QUALITY <
  23. 23. Online to$ Offline Conversions
  24. 24. $ Clicks are Easy Calls are HARD
  25. 25. $ We can’t don’t want to buy EVERYTHING online
  26. 26. Conversion Rate Optimization
  27. 27.  TRUE ROI +
  28. 28.  Optimize ACROSS channels
  29. 29. Caller Qualification
  30. 30.  All calls are not created EQUAL
  31. 31.  Keep HOT leads hot
  32. 32. Improve Call Handling
  33. 33.  Effective, Efficient ROUTING
  34. 34.  Eliminate OBSTACLES
  35. 35.  Improve customer EXPERIENCE
  36. 36. Call Tracking Providers
  37. 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. 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. 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
  40. 40.  Per-number monthly Typical “rental” fee Per-minute usage fee PRICING Required monthly minimums
  41. 41.  CallTrackingBlog.com
  42. 42.  Implementation
  43. 43.  ONLINE Copy & Paste Code Snippet
  44. 44.  OFFLINE Be creative
  45. 45.  REPORTING
  46. 46.
  47. 47. I said there would be cake...

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