CIS panel with Adobe, Progrexion, and Rise about the number of ways to use call data beyond optimizing.

2. INVOCA MODERATORS.
JAMES RESETCO
Director, Deployment &
Technical Success
KIHANA LANGDON
Customer Success
Onboarding Specialist
#InvocaSummit

3. PERSONALIZE ENHANCE EXPANDOPTIMIZE
marketing
performance
the caller
experience
every digital
interaction
your
reach
#InvocaSummit
GOING BEYOND OPTIMIZING.

4. INDUSTRY EXPERTS.
DANIEL RIPES
Vice President of
Global Partnerships
LANCE DOBSON
Account Manager, Media
& Advertising Solutions
#InvocaSummit
BRENT SINGLETON
Digital Marketing Manager

6. Founded in 2004
Based in Chicago
250+ Employees
Media, Analytics & Creative
Pioneers of Interactive Investment
Management®
One of the Fastest Growing
Agencies in the Country

7. At the core of every healthy marketing strategy
lies the right measurement framework.
Answering the right critical business questions is
one component, the other is having the right
infrastructure allowing them to see data
differently, measure performance quickly, and
guide smarter investment decisions.
#InvocaSummit

8. WHAT WE ARE TRYING TO ANSWER
8 #InvocaSummit

9. INSIGHTS IN
ACTION:
LARGE HOSPITAL
SYSTEM
SEM over 2.5 years to drive
patient volume via
appointments
YTD 10,535 onsite phone
call conversions
All Conversions Equal!
=
#InvocaSummit

10. 10
CLOSING THE LOOP IS NOT EASY.
#InvocaSummit

11. CLOSING THE LOOP
Call intelligence
strategy
development and
implementation
increased ROI
visibility 2x
#InvocaSummit

12. PUSHING THE LIMIT: CUSTOMER JOURNEY
22%
of conversions came
from inbound phone
calls
#InvocaSummit

13. PUSHING THE LIMIT: ATTRIBUTION
#InvocaSummit

14. MOVING FROM OPTIMIZE
TO PERSONALIZING THE
CUSTOMER JOURNEY
#InvocaSummit

15. Lance Dobson | Account Manager of Media and Advertising Solutions

16. ADOBE
"[Adobe] is the only vendor that has gained access to all paid advertising channels.”
— The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017
#InvocaSummit

17. WHY
PERSONALIZATION?

18. PERSONALIZATION IS THE FUTURE.
SEARCH DISPLAY
#InvocaSummit

19. PERSONALIZATION AND PHONE
CALLS...HOW?
PROBLEM
01
PROBLEM
02
#InvocaSummit

20. CUSTOMER MATCH
Main Call Audience Benefit – Customer Suppression and Upsell
Main Pain Point – Manual List Updates
How – Daily Automated Updates Through Adobe Media Optimizer(AMO)
#InvocaSummit

21. PERSONALIZED REMARKETING AUDIENCES
Adobe Analytics Segments
Search
Display
#InvocaSummit

22. Examples You Ask?
Display
Hybrid On Site & Phone Call Audiences
#InvocaSummit
=

23. GOING BEYOND DISPLAY & SEARCH

24. #InvocaSummit

25. Choosing the right
attribution model
CHALLENGES WITH PAID SOCIAL
Social tends to have the
highest cost-per-
impression
Generating high-intent
audiences when most
conversion occur offline.
#InvocaSummit

26. Offer discounts
codes, coupons,
and promotions
PRIMARY SOCIAL STRATEGIES
Combat sales
objections
Create urgency
(FOMO)
Leverage social
proof
#InvocaSummit

27. SOCIAL PROOF

28. Low intent
Online website visitors
Online social interaction
SOCIAL RETARGETING SEGMENTATION
High intent
Online sign-up abandons
Online click to call event triggers
Online social Interaction
Offline call abandon
#InvocaSummit

29. Low intent
AS TIME PASSES…
High intent
Online sign-up abandons
Online click to call event triggers
Online social Interaction
Offline call abandon
#InvocaSummit
Online sign-up abandons
Online click to call event triggers
Online social Interaction
Offline call abandon

30. Real-time offline
retargeting
audiences
USING INVOCA FOR SOCIAL
Real-time
exclusion
audiences
Real-time
integration and
automation
Real-time
optimization
Offline Signal Implementation to remove the need for manual uploading and also allows for:
Advertise on Facebook Tie Results to Facebook Campaigns
Drive Calls
& Revenue

31. Tracking the
customer journey to
better understand
the role of calls for
your business
TAKEAWAYS.
Closing the loop in
order to tie revenue
directly to the calls
driving it
Personalize your
consumer exposure
using retargeting in
both Search &
Display to avoid
wasting spend on
recent conversions
Leverage social
proof and the value
of Paid Social to
retarget high intent
consumers
There are many ways to go beyond just optimizing!
#InvocaSummit

33. Please take the 4 question session survey!
How’d we do?
#InvocaSummit

34. THANK YOU