5 Ways To Go Beyond Call Tracking: How SunTrust and Allstate Maximize ROI

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With the rise of mobile, understanding and mastering the inbound call channel has never been more important. Learn how Allstate and SunTrust Bank harness inbound calls to optimize bids, leverage artificial intelligence and create powerful lookalike audiences to deliver measurable ROI. Advanced search marketers (you!) will leave with new ideas from your cutting-edge peers and step-by-step instructions to help you achieve the same results!

Marketing

DRIVING REVENUE
WITH THE POWER OF VOICE
5 Ways to Go Beyond Call
Tracking
How SunTrust and Allstate Maximize ROI

Brennie Conkle
VP Customer Strategy
Pooja Tripathi
Sr. Enterprise Customer Success Manager

INVOCA
OVERVIEW
+100 Million calls annually from leading F500 brands.
PIONEERING INNOVATION
Continuous stream of first and only product and
platform capabilities.
ENTERPRISE EXPERIENCE
Founded in 2008, executive team with decades of
enterprise SaaS and telecommunications experience.
TRUSTED AT SCALE
$60M in Tier 1 VC raised.
500% enterprise revenue growth in past 3-years.
MARKET LEADERSHIP

5 Challenges with Call Tracking
1. How do you go beyond just counting calls?
2. How do you get more quality calls?
3. How do you maximize conversions on phone calls?
4. How do you use the data you have to inform future
interactions?
5. How do you continuously improve in a scalable and
automated way?

THE CHALLENGE
• Driving calls from the Mortgage paid search landing pages
• High volume of service calls
• Only optimizing for forms and not for the calls
• No call data incorporated in any database consistently
• Marketing not receiving attribution from calls

Previous SunTrust
mortgage experience
MEASURABLE
Prioritized loan officer experience that wasn’t trackable
CONVENIENT
Call center CTA secondary
OPTIMIZED
Optimizing only on the “Get Prequalified” CTA
PERSONALIZED
All calls led to one place

SunTrust gains visibility into calls
2x more calls vs. form fills for
mortgage leads from Paid
Search.
of mortgage calls coming
from Google Click to Call.33%

PERSONALIZE
the caller
experience
First Time Home
Buyer
Specialist

Adobe
Analytics
Adobe
Audience
Manager
Adobe Media
Optimizer
Enhance future interactions

• 100% higher conversion from phone calls
than web forms
• Routing based on campaign reduced
transfers by 40%
• Optimized paid media savings to expand
mortgage to additional campaigns like first
time home buyers ($400,000)

OR
Allstate can call you. You can call Allstate.
Ways to Reach Allstate

THE CHALLENGE
How to do we create the best
experience for each customer that
moves from online to over the
phone?

Personalize the digital experience
Previous Generic
Landing Page
Personalized Landing Pages

““
Personalize the voice experience
Merci d’avoir appelé
Allstate…
Thank you for
calling Allstate…

The results
Product-specific Content Testing Campaign Message Testing
+5% lift in
calls
+15% lift in
calls
Conquesting Testing
+232% lift in
conversions
+42% lift in
impressions
+209 % lift in
clicksMobile Testing

Recap: 5 says to go
beyond call tracking
1. Optimize campaigns to drive more quality calls (quality over
quantity).
2. Get more of these quality calls by using segments.
3. Personalize the caller experience to maximize conversion.
4. Suppress users who have already converted.
5. Use machine learning in conjunction with automated bid
optimization to continuously improve.

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5 Ways To Go Beyond Call Tracking: How SunTrust and Allstate Maximize ROI

1. DRIVING REVENUE WITH THE POWER OF VOICE 5 Ways to Go Beyond Call Tracking How SunTrust and Allstate Maximize ROI

2. Brennie Conkle VP Customer Strategy Pooja Tripathi Sr. Enterprise Customer Success Manager

3. INVOCA OVERVIEW +100 Million calls annually from leading F500 brands. PIONEERING INNOVATION Continuous stream of first and only product and platform capabilities. ENTERPRISE EXPERIENCE Founded in 2008, executive team with decades of enterprise SaaS and telecommunications experience. TRUSTED AT SCALE $60M in Tier 1 VC raised. 500% enterprise revenue growth in past 3-years. MARKET LEADERSHIP

4. 5 Challenges with Call Tracking 1. How do you go beyond just counting calls? 2. How do you get more quality calls? 3. How do you maximize conversions on phone calls? 4. How do you use the data you have to inform future interactions? 5. How do you continuously improve in a scalable and automated way?

5. Brennie Conkle VP Customer Strategy

6. The Brand Story • 1,400 branches in 11 states in the Southeast • National footprint for Commercial, Mortgage, and Private Wealth • Changing the way they do banking

7. THE CHALLENGE • Driving calls from the Mortgage paid search landing pages • High volume of service calls • Only optimizing for forms and not for the calls • No call data incorporated in any database consistently • Marketing not receiving attribution from calls

8. Previous SunTrust mortgage experience MEASURABLE Prioritized loan officer experience that wasn’t trackable CONVENIENT Call center CTA secondary OPTIMIZED Optimizing only on the “Get Prequalified” CTA PERSONALIZED All calls led to one place

9. SunTrust gains visibility into calls 2x more calls vs. form fills for mortgage leads from Paid Search. of mortgage calls coming from Google Click to Call.33%

10. PERSONALIZE the caller experience First Time Home Buyer Specialist

11. Adobe Analytics Adobe Audience Manager Adobe Media Optimizer Enhance future interactions

12. Why does this matter?

13. • 100% higher conversion from phone calls than web forms • Routing based on campaign reduced transfers by 40% • Optimized paid media savings to expand mortgage to additional campaigns like first time home buyers ($400,000)

14. Mobile friendly calls to action • Changed mobile layout and call to action to account for calls • Tested call to actions (Click to form v. Call to call center v. Call to local agent) • Make it easy to communicate with your brand

15. Pooja Tripathi Sr. Enterprise CSM

16. • 11,000+ Agencies across the US & Canada • Large multi-national P&C Insurance company • Trusted household brand name The Brand Story

17. OR Allstate can call you. You can call Allstate. Ways to Reach Allstate

18. THE CHALLENGE How to do we create the best experience for each customer that moves from online to over the phone?

19. Personalize the digital experience Previous Generic Landing Page Personalized Landing Pages

20. ““ Personalize the voice experience Merci d’avoir appelé Allstate… Thank you for calling Allstate…

21. Enhance future interactions

22. Why does this matter?

23. The results Product-specific Content Testing Campaign Message Testing +5% lift in calls +15% lift in calls Conquesting Testing +232% lift in conversions +42% lift in impressions +209 % lift in clicksMobile Testing

24. What’s next? “Auto Insurance” “Quote”

25. Recap: 5 says to go beyond call tracking 1. Optimize campaigns to drive more quality calls (quality over quantity). 2. Get more of these quality calls by using segments. 3. Personalize the caller experience to maximize conversion. 4. Suppress users who have already converted. 5. Use machine learning in conjunction with automated bid optimization to continuously improve.

26. Questions

27. Brennie Conkle VP Customer Strategy Pooja Tripathi Sr. Enterprise Customer Success Manager

28. Thank you!

5 Ways To Go Beyond Call Tracking: How SunTrust and Allstate Maximize ROI

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