Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Attribution Success In The Age Of Mobile By Cody Kunning

909 views

Published on

SMX Advanced 2014 Session #SMX #23C - Attribution Success In The Age Of Mobile - Attribution Success In The Age Of Mobile By Cody Kunning @Codykunning Of Marchex

For more mobile marketing news visit http://marketingland.com

Published in: Mobile, Business, Technology
  • Be the first to comment

Attribution Success In The Age Of Mobile By Cody Kunning

  1. 1. Attribution Success In The Age Of Mobile June 12th, 2014 More leads, Less cost
  2. 2. 2 Attribution Success In The Age Of Mobile… “A problem well stated is a problem half solved.”
  3. 3. 3 What actions do mobile users take when converting offline? Google and ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May 2012 http://www.ourmobileplanet.com 51% 48% Visited a Store Called a Store
  4. 4. 4 Your best friend you never knew about is reaching out to you, right now… Google and ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May 2012 http://www.ourmobileplanet.com 85% of mobile search triggered calls to stores happen within 5 hours of initial search 80% of mobile search triggered store visits happen within 5 hours of initial search
  5. 5. 5 “A problem well stated is a problem half solved.” Calls + In Store Visits ≈ Mobile Attribution
  6. 6. 6Google and ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May 2012 http://www.ourmobileplanet.com #blessed
  7. 7. 7 … Calls are not going away. In 2015, More Than 50 Billion Consumer Calls To Businesses Are Predicted 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 PCs 2009 2010 2011 2012 2013 2014 2015 GlobalUnitShipments(M) Mobile Devices Source: BIA.Kelsey, June 2012 Katy Huberty, Ehud Gebium, Morgan Stanley Research, Data and Estimates as of 2/11 Global unit shipments of desktop PCs & notebook PCs vs. smartphones & tablets 2009 – 2015E 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 AnnualCallsinM Calls from Mobile Search
  8. 8. 8 Call Attribution is a Black Box *BIAKELSEY, JUNE 2012 3 Mobile Ad Credit Card Call 1. How many new customer calls did I get? 2. What is the true CPA of my mobile campaigns? 3. Which KWs have higher Intent? Desktop Ad Landing page Web site Check out Click Credit card Pixel fires and tracks new customer sale
  9. 9. 9 New Customer, Quality Conversation 3 Desktop Ad Landing page Web site Check out Click Credit card Call Credit card Mobile Ad Call IVR Call Tracking to Offline Sale 1 2 3 Quality Call Call Recording & Analysis Pixel Fires on call and uses referring URL string to tie online data to offline calls
  10. 10. 10 Learning abou calls, and having some food.
  11. 11. 11 Problems we can solve today that tie mobile online spend to offline attribution. We don’t use detailed call analytics to influence ad spend. We don’t know which campaigns/keywords are driving offline sales. We don’t know how offline information can influence ad spend. 3 1 2 4 We don't know which campaigns/keywords drive new customers.
  12. 12. 12 Call analytics gets you offline attribution1 Using Google Value Track and Call Analytics together can help advertisers gain a wealth of information to tie back to offline attribution.
  13. 13. 13 09:09 09:59 00:00 01:26 02:53 04:19 05:46 07:12 08:38 10:05 11:31 12:58 Average Existing Customer Ext. Duration Average New Customer Ext. Duration CallDuration Source: Marchex Performance Data for Home Security Client Q2 2013: 95,000 phone calls analyzed Call Duration ≠ Call Quality1
  14. 14. 14 CONSUMER IVR PRESS Source: Marchex Performance Data for Home Security Client Q2 2013: 95,000 phone calls analyzed 68% 24% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% Existing Customer Extension New Customer Extension No Extension Pressed Branded Mobile Search CONSUMER IVR PRESS 4% 47% 49% 0% 10% 20% 30% 40% 50% 60% Existing Customer Extension New Customer Extension No Extension Pressed Non-Branded Mobile Search All keywords do not perform the same1
  15. 15. 15 New Customer Calls = Increased ROI2 MARCHEX IVR 1 2 3 EXISTING CUSTOMERS NEW CUSTOMERS SMALL BUSINESS CUSTOMERS 3% OF ALL CALLERS CALLERS FROM SEARCH 23% OF ALL CALLERS 74% OF ALL CALLERS
  16. 16. 16 CALL FILTERING DATA 1 2 EXISTING CUSTOMERS NEW CUSTOMERS MARCHEX DRIVEN CALLERS in 2013 Source: Marchex Performance Data for Home Security Client Q1 – Q4 2013: 300,000 phone calls analyzed 13% 87% Repeat Callers (Non-Billable) New Callers (Billable) New customers call more than once2
  17. 17. 17 Sources: Marchex Chome Security Client Residential Call Analysis - March 2014 200+ Phone Call Conversations Analyzed 4% 6% 4% 86% Alarm Support / Billing Upgrade / New Service 1 in 4 Cancellations is From Movers 1 in 3 Upgrades is From Movers Customer Service There is value in existing customers too2
  18. 18. 18 Tracking performance by keyword3 Pizza NyQuil Journey Returning Customer Sale - $20 Peperoni Pizza New Customer Sale - $10 NyQuil Repeat Caller No Sale - Conversation about Steve Perry Keyword Call Tracking Number Reverse Lookup Offline Action Outcome
  19. 19. 19 Actionable data to improve ROAS3 Individual Call Tracking improvements Month over Month: 23% decrease in Cost Per Sale 49% Increase in Leads Delivered 10% increase in Ad Spend 42% Increase in Offline Sales Month Leads Ad Spend Cost Per Sale Sales January 1,794 $231,085.24 $975.04 237 February 2,669 $253,323.08 $751.70 337 Why did performance improved? • Increased bids & budgets on days when users were converting • Increased bid modifiers on hours when users were converting • Decreased bids in hours when users WERE NOT converting • Allocated budgets more efficiently by device type
  20. 20. 20 “Always On” ≠ “Always Efficient”3 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Conversions Generated By Hour of Day Q1 2014 0 5000 10000 15000 Conversions Generated By Day of Week Q1 2014 Users are 100% more likely to convert on weekdays 90% of all conversions happen between 7am and 10pm
  21. 21. 21 4 Consumer Intent at the KW Level
  22. 22. 22 4 100k Calls for a Home Security Advertiser Not All Calls are Created Equal
  23. 23. 23 Top 5 Mover Observations We’ve Learned From Analyzing Home Security Phone Calls From the New Customer Line In April, 30% of Calls were Moving-Related Calls From Movers Convert at a Very High Rate (75% Likely to Convert) The Most Common Reason Cited for Calling ADT was Moving into a Neighborhood with Crime Concerns Very Few Callers Live Alone 1 2 3 4 5 25% of Movers Already Have a System Installed in Their New Residence Sources: Marchex Home Security client Residential Call Analysis - March-April 2014 200+ Billable Phone Call Conversations Analyzed 75% 25%
  24. 24. 24Sources: Marchex Performance & Call DNA Data for client. Data set from January 2013 – October 2013 Hold Times Impact Performance! 0 100 200 300 400 500 600 0% 5% 10% 15% 20% 25% 30% 35% 40% 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am HoldTimeDurationinSeconds Abandon&SalesRatePercentage Average Hold Time Durations Abandon Rate Sales Rate
  25. 25. 25Side by side IVR test with Marchex Home Services client. Analyzed 400 randomly sampled calls on each IVR over a side by side 2 month call comparison Improving call center efficiencies can improve campaign efficiencies too! ConversationIVR ConversationIVR 0:24 6:00 0:52 4:30 2 Steps 8 Steps 20% Increase in Converted Sales Calls
  26. 26. 26 Marchex is a leading advertising technology company focused on Mobile and Calls. = CALLS 100K+Customer scale 400M+Annual call connections 30Patents granted & pending 420 / 50%Employees / % in Product & Engineering roles $175M+2014 Revenue estimate; profitable and debt free MCHXPublicly traded on Nasdaq

×