SlideShare a Scribd company logo
1 of 14
Download to read offline
Evolution of Phone Call Analytics,[object Object]
Online Search Produces Offline Sales,[object Object],According to Yahoo! data, 92% of all online searches result in an offline conversion*,[object Object],43% of consumers who conducted an online search convert over the phone**,[object Object],2,[object Object],*John Kim - Sr. Director - Yahoo Search Marketing [eComXpo 2007] ,[object Object],** This percentage was calculated from data obtained from the following sources: ,[object Object],A Nielsen//NetRatings and WebVisible survey, 2006 and a ComScore Google Study, March 2006,[object Object]
So Call Tracking is Important !,[object Object],3,[object Object]
Different Levels of Call Tracking,[object Object],No tracking at all.,[object Object],Make assumptions based on anecdotal data.,[object Object],Survey customers when they call.,[object Object],Use a call tracking solution.,[object Object],4,[object Object]
Types of Call Tracking Solutions,[object Object],Unique telephone extensions,[object Object],Unique code identifiers (coupon and reference codes),[object Object],Unique phone numbers per campaign,[object Object],Keyword level call tracking,[object Object],Visitor level call tracking,[object Object],5,[object Object]
Unique Telephone Extensions,[object Object],Each campaign gets allocated it’s own extension.,[object Object],When someone calls in they are automatically asked to enter the extension, which is then recorded.,[object Object],6,[object Object]
Unique Code Identifiers,[object Object],This works in a similar way to the unique extensions, but your customers services representative asks for the unique code and enters it.,[object Object],7,[object Object]
Unique Phone Numbers,[object Object],Each campaign gets allocated it’s own unique phone number. ,[object Object],When someone calls in you automatically know which campaign they have called from.,[object Object],8,[object Object]
Keyword Call Tracking,[object Object],Your website has a pool of phone numbers.,[object Object],Each unique search phrase is allocated a number from a pool, as a visitor enter your website.,[object Object],After some time the allocated numbers get reallocated to a different keyword.,[object Object],9,[object Object]
Visitor Call Tracking,[object Object],Your website has a pool of phone numbers.,[object Object],Each visitor is allocated a number from a pool, as they enter your website.,[object Object],After some time the allocated numbers get reallocated to a different visitor.,[object Object],This requires more telephone numbers but allows you to track all website traffic and not just search traffic.,[object Object],10,[object Object]
Call Log,[object Object],11,[object Object]
Visitor Path,[object Object],12,[object Object]
Data Integrations,[object Object],You can also integrate this phone call conversion data with 3rd party providers, including web analytics, bid management systems, CRM’s etc.,[object Object],13,[object Object]
   The End…or is it?,[object Object]

More Related Content

What's hot

The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate MarketingThe Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketingauexpo Conference
 
Digital dealeroctober2008 d-addefinemetrics-v1
Digital dealeroctober2008 d-addefinemetrics-v1Digital dealeroctober2008 d-addefinemetrics-v1
Digital dealeroctober2008 d-addefinemetrics-v1Social Media Marketing
 
Courtesy chevy lead management process v8d
Courtesy chevy lead management process v8dCourtesy chevy lead management process v8d
Courtesy chevy lead management process v8dSocial Media Marketing
 
Boosting Revenue: Monetization Practices for Digital Merchants
Boosting Revenue: Monetization Practices for Digital MerchantsBoosting Revenue: Monetization Practices for Digital Merchants
Boosting Revenue: Monetization Practices for Digital MerchantsMark Rose
 
Why National Brands are Shifting Dollars to Local Marketing
Why National Brands are Shifting Dollars to Local MarketingWhy National Brands are Shifting Dollars to Local Marketing
Why National Brands are Shifting Dollars to Local MarketingBalihoo, Inc.
 
Adopting a Data-Driven Philosophy In Your Organization
Adopting a Data-Driven Philosophy In Your OrganizationAdopting a Data-Driven Philosophy In Your Organization
Adopting a Data-Driven Philosophy In Your OrganizationMark F Simmons
 
Fm presentation1
Fm presentation1Fm presentation1
Fm presentation1Fedmarket
 
Digital Marketers
Digital MarketersDigital Marketers
Digital Marketersiovox
 
Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...
Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...
Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...AdStage
 
How Yandex.Metrica improved an e furniture store's interface and helped doubl...
How Yandex.Metrica improved an e furniture store's interface and helped doubl...How Yandex.Metrica improved an e furniture store's interface and helped doubl...
How Yandex.Metrica improved an e furniture store's interface and helped doubl...Yandex-adv-en
 

What's hot (11)

The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate MarketingThe Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
 
Digital dealeroctober2008 d-addefinemetrics-v1
Digital dealeroctober2008 d-addefinemetrics-v1Digital dealeroctober2008 d-addefinemetrics-v1
Digital dealeroctober2008 d-addefinemetrics-v1
 
Courtesy chevy lead management process v8d
Courtesy chevy lead management process v8dCourtesy chevy lead management process v8d
Courtesy chevy lead management process v8d
 
Web Analytics
Web AnalyticsWeb Analytics
Web Analytics
 
Boosting Revenue: Monetization Practices for Digital Merchants
Boosting Revenue: Monetization Practices for Digital MerchantsBoosting Revenue: Monetization Practices for Digital Merchants
Boosting Revenue: Monetization Practices for Digital Merchants
 
Why National Brands are Shifting Dollars to Local Marketing
Why National Brands are Shifting Dollars to Local MarketingWhy National Brands are Shifting Dollars to Local Marketing
Why National Brands are Shifting Dollars to Local Marketing
 
Adopting a Data-Driven Philosophy In Your Organization
Adopting a Data-Driven Philosophy In Your OrganizationAdopting a Data-Driven Philosophy In Your Organization
Adopting a Data-Driven Philosophy In Your Organization
 
Fm presentation1
Fm presentation1Fm presentation1
Fm presentation1
 
Digital Marketers
Digital MarketersDigital Marketers
Digital Marketers
 
Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...
Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...
Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social A...
 
How Yandex.Metrica improved an e furniture store's interface and helped doubl...
How Yandex.Metrica improved an e furniture store's interface and helped doubl...How Yandex.Metrica improved an e furniture store's interface and helped doubl...
How Yandex.Metrica improved an e furniture store's interface and helped doubl...
 

Viewers also liked

Running a Global Search Campaign
Running a Global Search Campaign Running a Global Search Campaign
Running a Global Search Campaign sascon
 
About NeedleInsights
About NeedleInsights About NeedleInsights
About NeedleInsights sascon
 
Stat-o-rama – An Industry in numbers - James Murray
Stat-o-rama – An Industry in numbers - James MurrayStat-o-rama – An Industry in numbers - James Murray
Stat-o-rama – An Industry in numbers - James Murraysascon
 
SAScon Market Focus – Retail - Paul Cooper
SAScon Market Focus – Retail - Paul CooperSAScon Market Focus – Retail - Paul Cooper
SAScon Market Focus – Retail - Paul Coopersascon
 
SAScon Market Focus – Travel - Neil Hardy
SAScon Market Focus – Travel - Neil HardySAScon Market Focus – Travel - Neil Hardy
SAScon Market Focus – Travel - Neil Hardysascon
 

Viewers also liked (6)

Running a Global Search Campaign
Running a Global Search Campaign Running a Global Search Campaign
Running a Global Search Campaign
 
About NeedleInsights
About NeedleInsights About NeedleInsights
About NeedleInsights
 
aaa
aaaaaa
aaa
 
Stat-o-rama – An Industry in numbers - James Murray
Stat-o-rama – An Industry in numbers - James MurrayStat-o-rama – An Industry in numbers - James Murray
Stat-o-rama – An Industry in numbers - James Murray
 
SAScon Market Focus – Retail - Paul Cooper
SAScon Market Focus – Retail - Paul CooperSAScon Market Focus – Retail - Paul Cooper
SAScon Market Focus – Retail - Paul Cooper
 
SAScon Market Focus – Travel - Neil Hardy
SAScon Market Focus – Travel - Neil HardySAScon Market Focus – Travel - Neil Hardy
SAScon Market Focus – Travel - Neil Hardy
 

Similar to Cutting Edge Search Technology - Ross Fabian

Property Portal Watch Madrid 2023 - ARPA Workshop
Property Portal Watch Madrid 2023 - ARPA WorkshopProperty Portal Watch Madrid 2023 - ARPA Workshop
Property Portal Watch Madrid 2023 - ARPA Workshopiovox
 
5 Ways to Improve Conversion Rates with Call Tracking
5 Ways to Improve Conversion Rates with Call Tracking 5 Ways to Improve Conversion Rates with Call Tracking
5 Ways to Improve Conversion Rates with Call Tracking Ivanti
 
Gocella ipx-0430 brian
Gocella ipx-0430 brianGocella ipx-0430 brian
Gocella ipx-0430 brianBrian Rice
 
Big Optimization in a Mobile-First World
Big Optimization in a Mobile-First WorldBig Optimization in a Mobile-First World
Big Optimization in a Mobile-First WorldDialogTech
 
ATTS_Presentation_Call Tracking
ATTS_Presentation_Call TrackingATTS_Presentation_Call Tracking
ATTS_Presentation_Call TrackingRoberta Long
 
Call Insights & Lead Scoring - Webinar G5 & Senior Housing Forum
Call Insights & Lead Scoring - Webinar G5 & Senior Housing ForumCall Insights & Lead Scoring - Webinar G5 & Senior Housing Forum
Call Insights & Lead Scoring - Webinar G5 & Senior Housing ForumSteve Moran
 
Call Tracking White Paper
Call Tracking White PaperCall Tracking White Paper
Call Tracking White PaperDaniel Obregon
 
Driving Sales with Paid Search and Click-to-Call
Driving Sales with Paid Search and Click-to-CallDriving Sales with Paid Search and Click-to-Call
Driving Sales with Paid Search and Click-to-CallOptimizely
 
5 Simple Secrets to Totally Rocking Your Digital Marketing ROI
5 Simple Secrets to Totally Rocking Your Digital Marketing ROI5 Simple Secrets to Totally Rocking Your Digital Marketing ROI
5 Simple Secrets to Totally Rocking Your Digital Marketing ROIDigital Vidya
 
Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto Group
Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto GroupAutomotive Digital Advertising Strategy Workshop for Kenny Ross Auto Group
Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto GroupSocial Media Marketing
 
The Gaping Hole in B2B Marketing Automation
The Gaping Hole in B2B Marketing AutomationThe Gaping Hole in B2B Marketing Automation
The Gaping Hole in B2B Marketing AutomationInvoca
 
Protecting NAP Consistency When Using Call Tracking
Protecting NAP Consistency When Using Call TrackingProtecting NAP Consistency When Using Call Tracking
Protecting NAP Consistency When Using Call TrackingTelmetrics
 
Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...
Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...
Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...Ralph Paglia
 

Similar to Cutting Edge Search Technology - Ross Fabian (20)

Property Portal Watch Madrid 2023 - ARPA Workshop
Property Portal Watch Madrid 2023 - ARPA WorkshopProperty Portal Watch Madrid 2023 - ARPA Workshop
Property Portal Watch Madrid 2023 - ARPA Workshop
 
5 Ways to Improve Conversion Rates with Call Tracking
5 Ways to Improve Conversion Rates with Call Tracking 5 Ways to Improve Conversion Rates with Call Tracking
5 Ways to Improve Conversion Rates with Call Tracking
 
Hubspot presentation.pptx
Hubspot presentation.pptxHubspot presentation.pptx
Hubspot presentation.pptx
 
Gocella ipx-0430 brian
Gocella ipx-0430 brianGocella ipx-0430 brian
Gocella ipx-0430 brian
 
Big Optimization in a Mobile-First World
Big Optimization in a Mobile-First WorldBig Optimization in a Mobile-First World
Big Optimization in a Mobile-First World
 
Tying Offline and Online Worlds Together
Tying Offline and Online Worlds TogetherTying Offline and Online Worlds Together
Tying Offline and Online Worlds Together
 
ATTS_Presentation_Call Tracking
ATTS_Presentation_Call TrackingATTS_Presentation_Call Tracking
ATTS_Presentation_Call Tracking
 
Invoca
InvocaInvoca
Invoca
 
Call Insights & Lead Scoring - Webinar G5 & Senior Housing Forum
Call Insights & Lead Scoring - Webinar G5 & Senior Housing ForumCall Insights & Lead Scoring - Webinar G5 & Senior Housing Forum
Call Insights & Lead Scoring - Webinar G5 & Senior Housing Forum
 
Call Tracking White Paper
Call Tracking White PaperCall Tracking White Paper
Call Tracking White Paper
 
Dialogtech
DialogtechDialogtech
Dialogtech
 
Driving Sales with Paid Search and Click-to-Call
Driving Sales with Paid Search and Click-to-CallDriving Sales with Paid Search and Click-to-Call
Driving Sales with Paid Search and Click-to-Call
 
5 Simple Secrets to Totally Rocking Your Digital Marketing ROI
5 Simple Secrets to Totally Rocking Your Digital Marketing ROI5 Simple Secrets to Totally Rocking Your Digital Marketing ROI
5 Simple Secrets to Totally Rocking Your Digital Marketing ROI
 
How Savvy PPC Advertisers Generate Phone Call Leads [Webinar]
How Savvy PPC Advertisers Generate Phone Call Leads [Webinar]How Savvy PPC Advertisers Generate Phone Call Leads [Webinar]
How Savvy PPC Advertisers Generate Phone Call Leads [Webinar]
 
Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto Group
Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto GroupAutomotive Digital Advertising Strategy Workshop for Kenny Ross Auto Group
Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto Group
 
Adp da prsntn to kenny ross group 06 03-2009-v1
Adp da prsntn to kenny ross group 06 03-2009-v1Adp da prsntn to kenny ross group 06 03-2009-v1
Adp da prsntn to kenny ross group 06 03-2009-v1
 
The Gaping Hole in B2B Marketing Automation
The Gaping Hole in B2B Marketing AutomationThe Gaping Hole in B2B Marketing Automation
The Gaping Hole in B2B Marketing Automation
 
Protecting NAP Consistency When Using Call Tracking
Protecting NAP Consistency When Using Call TrackingProtecting NAP Consistency When Using Call Tracking
Protecting NAP Consistency When Using Call Tracking
 
Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...
Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...
Dealer Marketing Magazine Ralph Paglia Interview about Search Engine Marketin...
 
MyOperator
MyOperatorMyOperator
MyOperator
 

More from sascon

Wordpress SEO - Yoast
Wordpress SEO - YoastWordpress SEO - Yoast
Wordpress SEO - Yoastsascon
 
Layar Keynote SAScon
Layar Keynote SASconLayar Keynote SAScon
Layar Keynote SASconsascon
 
2011 State of Search Market Report
2011 State of Search Market Report2011 State of Search Market Report
2011 State of Search Market Reportsascon
 
Enterprise Level SEO - Martin Macdonald
Enterprise Level SEO - Martin MacdonaldEnterprise Level SEO - Martin Macdonald
Enterprise Level SEO - Martin Macdonaldsascon
 
NeedleInsights Presentation - part 2
NeedleInsights Presentation - part 2NeedleInsights Presentation - part 2
NeedleInsights Presentation - part 2sascon
 
Analytics 2.0 - Tom Bets
Analytics 2.0 - Tom BetsAnalytics 2.0 - Tom Bets
Analytics 2.0 - Tom Betssascon
 
Cutting Edge Search Technology - Joost de Valk
Cutting Edge Search Technology - Joost de ValkCutting Edge Search Technology - Joost de Valk
Cutting Edge Search Technology - Joost de Valksascon
 
Search & PR - Barry Adams
Search & PR - Barry AdamsSearch & PR - Barry Adams
Search & PR - Barry Adamssascon
 
Credit where credit is due – Conversion Attribution
Credit where credit is due – Conversion Attribution Credit where credit is due – Conversion Attribution
Credit where credit is due – Conversion Attribution sascon
 
Richard Qype Latitude Presentation
Richard Qype Latitude PresentationRichard Qype Latitude Presentation
Richard Qype Latitude Presentationsascon
 
Location, location, location - Jenny Simpson
Location, location, location - Jenny SimpsonLocation, location, location - Jenny Simpson
Location, location, location - Jenny Simpsonsascon
 
Running a Global Search Campaign - Bas Van Den Beld
Running a Global Search Campaign - Bas Van Den BeldRunning a Global Search Campaign - Bas Van Den Beld
Running a Global Search Campaign - Bas Van Den Beldsascon
 
Search & PR - Burson Marsteller
Search & PR - Burson MarstellerSearch & PR - Burson Marsteller
Search & PR - Burson Marstellersascon
 
Regulation in Search – Is it Viable? - Malcolm Phillips
Regulation in Search – Is it Viable? - Malcolm PhillipsRegulation in Search – Is it Viable? - Malcolm Phillips
Regulation in Search – Is it Viable? - Malcolm Phillipssascon
 
SAScon Market Focus – Gaming - James Lowery
SAScon Market Focus – Gaming - James LowerySAScon Market Focus – Gaming - James Lowery
SAScon Market Focus – Gaming - James Lowerysascon
 
Paid Search Innovation - Guy Levine
Paid Search Innovation - Guy LevinePaid Search Innovation - Guy Levine
Paid Search Innovation - Guy Levinesascon
 
Mobile Marketing goes Mainstream - Duncan fisher
Mobile Marketing goes Mainstream - Duncan fisherMobile Marketing goes Mainstream - Duncan fisher
Mobile Marketing goes Mainstream - Duncan fishersascon
 
Enterprise Level SEO - Asif Hassan
Enterprise Level SEO - Asif HassanEnterprise Level SEO - Asif Hassan
Enterprise Level SEO - Asif Hassansascon
 
Mobile Marketing goes Mainstream - Andy Barke
Mobile Marketing goes Mainstream - Andy BarkeMobile Marketing goes Mainstream - Andy Barke
Mobile Marketing goes Mainstream - Andy Barkesascon
 
Sascon 20/05 Room 2 Introduction
Sascon 20/05 Room 2 IntroductionSascon 20/05 Room 2 Introduction
Sascon 20/05 Room 2 Introductionsascon
 

More from sascon (20)

Wordpress SEO - Yoast
Wordpress SEO - YoastWordpress SEO - Yoast
Wordpress SEO - Yoast
 
Layar Keynote SAScon
Layar Keynote SASconLayar Keynote SAScon
Layar Keynote SAScon
 
2011 State of Search Market Report
2011 State of Search Market Report2011 State of Search Market Report
2011 State of Search Market Report
 
Enterprise Level SEO - Martin Macdonald
Enterprise Level SEO - Martin MacdonaldEnterprise Level SEO - Martin Macdonald
Enterprise Level SEO - Martin Macdonald
 
NeedleInsights Presentation - part 2
NeedleInsights Presentation - part 2NeedleInsights Presentation - part 2
NeedleInsights Presentation - part 2
 
Analytics 2.0 - Tom Bets
Analytics 2.0 - Tom BetsAnalytics 2.0 - Tom Bets
Analytics 2.0 - Tom Bets
 
Cutting Edge Search Technology - Joost de Valk
Cutting Edge Search Technology - Joost de ValkCutting Edge Search Technology - Joost de Valk
Cutting Edge Search Technology - Joost de Valk
 
Search & PR - Barry Adams
Search & PR - Barry AdamsSearch & PR - Barry Adams
Search & PR - Barry Adams
 
Credit where credit is due – Conversion Attribution
Credit where credit is due – Conversion Attribution Credit where credit is due – Conversion Attribution
Credit where credit is due – Conversion Attribution
 
Richard Qype Latitude Presentation
Richard Qype Latitude PresentationRichard Qype Latitude Presentation
Richard Qype Latitude Presentation
 
Location, location, location - Jenny Simpson
Location, location, location - Jenny SimpsonLocation, location, location - Jenny Simpson
Location, location, location - Jenny Simpson
 
Running a Global Search Campaign - Bas Van Den Beld
Running a Global Search Campaign - Bas Van Den BeldRunning a Global Search Campaign - Bas Van Den Beld
Running a Global Search Campaign - Bas Van Den Beld
 
Search & PR - Burson Marsteller
Search & PR - Burson MarstellerSearch & PR - Burson Marsteller
Search & PR - Burson Marsteller
 
Regulation in Search – Is it Viable? - Malcolm Phillips
Regulation in Search – Is it Viable? - Malcolm PhillipsRegulation in Search – Is it Viable? - Malcolm Phillips
Regulation in Search – Is it Viable? - Malcolm Phillips
 
SAScon Market Focus – Gaming - James Lowery
SAScon Market Focus – Gaming - James LowerySAScon Market Focus – Gaming - James Lowery
SAScon Market Focus – Gaming - James Lowery
 
Paid Search Innovation - Guy Levine
Paid Search Innovation - Guy LevinePaid Search Innovation - Guy Levine
Paid Search Innovation - Guy Levine
 
Mobile Marketing goes Mainstream - Duncan fisher
Mobile Marketing goes Mainstream - Duncan fisherMobile Marketing goes Mainstream - Duncan fisher
Mobile Marketing goes Mainstream - Duncan fisher
 
Enterprise Level SEO - Asif Hassan
Enterprise Level SEO - Asif HassanEnterprise Level SEO - Asif Hassan
Enterprise Level SEO - Asif Hassan
 
Mobile Marketing goes Mainstream - Andy Barke
Mobile Marketing goes Mainstream - Andy BarkeMobile Marketing goes Mainstream - Andy Barke
Mobile Marketing goes Mainstream - Andy Barke
 
Sascon 20/05 Room 2 Introduction
Sascon 20/05 Room 2 IntroductionSascon 20/05 Room 2 Introduction
Sascon 20/05 Room 2 Introduction
 

Cutting Edge Search Technology - Ross Fabian

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.