This document discusses the importance of call tracking and conversion for marketers. It notes that calls typically convert 3 times better than web clicks. The document outlines insights that can be gained from tracking calls before, during, and after they occur, such as which marketing channels most effectively drive calls and conversions. It promotes a call tracking solution that integrates with platforms like Google Analytics to provide these insights. Additional potential uses like upselling, sales scoring, and reducing call center load through chatbots are also mentioned.

1. Call Conversion Tracking
Make the most of every call
November 2017

2. n.
There are Only 4 Sales Outlets
In Person Website App Phone Call
ONLINE & OFFLINE CONSUMERS ARE BECOMING ONE IN THE SAME

3. n.
Smartphone Ubiquity
• 60% of searches occur on mobile
• 90% of FB DAU interact through mobile
• 70% of online media minutes from mobile
✓ Shift on how we: engage with one another, consume
information and make purchases.
✓ It has fundamentally changed the customer journey.

4. n.
0
20
40
60
80
100
120
140
160
2015 2016 2017 2019 2019 2020
Search
Landing Pages
Traditional Display
Native Social
Source: BIA/Kelsey
On average, calls
convert three times
better than web clicks
Customers initiating a
phone call convert faster,
spend more, and have a
higher retention rate
- Google
- Forrester
The Call Commerce Paradox
Estimated U.S. Call Volumes by Channel (billions)
Messaging

5. n.
Email
Display
Web Pages
Social
Search
Mobile App
Awareness
Intent
Evaluation
Consideration
Interest
Sale
Loyalty CALLS
Affiliates Offline
VIEWS
CART
CLICKS
✔
?
An Often Ignored but Lucrative Opportunity

6. n.
Examples Are Everywhere

7. n.
Journeys Matter

8. n.
For marketers reliant upon:
• Leads
• High-consideration products
• Services
• Frequent phone orders
Simply measuring pure digital engagement is not enough!
Clear Need to Measure Phone Calls

9. n.
Call & Attribution Insights
1
2
3
Before the Call
During the Call
After the Call

10. n.
Call & Attribution Insights
1
2
3
Before the Call
During the Call
After the Call
• How effective is marketing at driving
calls?
• Which marketing sources drive the
most calls?
• Which are the most popular
locations, days, and times for calls?
• How can marketing be optimized to
drive more calls?

11. n.
Call & Attribution Insights
1
2
3
Before the Call
During the Call
After the Call
• What marketing sources drive
quality sales calls?
• If calls are converting, why?
• How effective are sales agents are
at converting calls?
• Which scripts resonate best with
consumers?
• Can keyword bids be linked with
words consumers use ?

12. n.
Call & Attribution Insights
1
2
3
Before the Call
During the Call
After the Call
• How does the customer journey
impact the call, conversions and
quality?
• Which marketing programs generate
the most revenue?
• How should marketing budget be
invested for the best ROI?
• How likely are customers to return?

13. n.
+70K Calls To Date ~3K Hours of Talk Time +90 Campaigns
Call Tracking Insights at Your Finger Tips
Integrates with:

14. n.
• Track & Analyze Calls just like clicks in GA
• Understand efforts responsible for driving calls
(and ensuing sales)
• Optimize against revenues, spend or call activity
• Claim revenues currently not attributed
• Improve CX by bridging online with offline
Where?
..and more
Why Nimbata?

15. n.
Unlocking Intelligence Beyond Marketing
• Up-selling – Real-time agent
recommendations based on pages
or products callers have seen
• Sales – Scoring caller intent,
opportunities and outcomes
• Services – Customized digital journeys that
intersect speech analytics with behavioral visit data
(i.e. reduce call center load - contextual chat-bot
interactions when a call is about to happen)

16. Contact Info:
Spyros Photopoulos
sphotos@nimbata.com
+30 693 700 7434
spyros.photopoulos