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Data Evolved: Rethinking Testing with Call Intelligence
The document discusses insights from the Invoca Summit on optimizing marketing through testing and call intelligence. Key points include the importance of data-driven decisions, collaboration across teams, and setting defined goals for tests to increase conversion rates and revenue. Tactical takeaways emphasize the integration of testing into marketing processes and the critical role of consensus on success metrics.
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Data Evolved: Rethinking Testing with Call Intelligence
- 1. Data Evolved: RethinkingTesting with Call Intelligence
- 2. #InvocaSummit Jenna Fabino Sr. Customer SuccessManager Amy Andriano Product Experience Manager INVOCA MODERATORS
- 3. #InvocaSummit Ian Bell Marketing Systems& Analytics Manager INDUSTRY EXPERTS Josh Grupp Marketing Web Developer Rebecca Kaplan VP Digital Marketing
- 4.
- 5. #InvocaSummit • Optimize conversionspecific channels • Increase revenue by keyword • Business Transformed by Call Data TESTING: WHAT’S THE POINT
- 6. #InvocaSummit • 100% growthas a result of Testing • Imperative part of our Marketing Process • Calls elevated results for testing TESTING: WHAT’S THE POINT
- 7. #InvocaSummit • Understand immediatevalue in selling products bundled • Low effort quick wins drive huge value (x% increase) • New, dedicated testing manager center point of marketing ecosystem TESTING: WHAT’S THE POINT
- 8. #InvocaSummit MEMOIRS FROM THEFRONT LINE: BUSINESS CHANGES FROM TESTS
- 9. #InvocaSummit • Data forclients indicating effectiveness of ads • Optimize based on attribution data • Improve mobile conversions BUSINESS CHANGES FROM TESTS
- 10. #InvocaSummit Form Response RateLift -14.34% Call Response Rate Lift 37.89% A B BUSINESS CHANGES FROM TESTS
- 11. #InvocaSummit • Drive morecalls using two different phone numbers • Add more call-to- actions Single Product Bundled Product BUSINESS CHANGES FROM TESTS
- 12. #InvocaSummit PUTTING THE PIECESTOGETHER: KEYS FOR AN AFFECTIVE TEST
- 13. #InvocaSummit KEYS FOR ANAFFECTIVE TEST • Prep Work Is Important • Gain consensus on success factors with client beforehand • Define and Prioritize outcomes and goals
- 14. #InvocaSummit • Integrate testinginto your marketing process • Leverage MarTech to improve analysis process KEYS FOR AN AFFECTIVE TEST
- 15. #InvocaSummit KEYS FOR ANAFFECTIVE TEST • Testing is a Team Sport • Company-wide participation • Run multiple tests at once
- 16. #InvocaSummit OK, NOW WHAT? TACTICALTAKEAWAYS
- 17. #InvocaSummit • Successful testsdon’t require access to website • Money talks - tie revenue to testing outcomes TACTICAL TAKEAWAYS
- 18.
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- 20. #InvocaSummit • Collaboration iskey • Define and agree on success metrics before building out a test TACTICAL TAKEAWAYS
- 21. #InvocaSummit Ian Bell Marketing Systems& Analytics Manager Q&A Josh Grupp Marketing Web Developer Rebecca Kaplan VP Digital Marketing