Conversational Intelligence and Call Tracking for Digital Marketing
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This document discusses how to measure the effectiveness of digital advertising and connect online and offline customer interactions. It introduces dynamic number insertion (DNI) technology that allows tracking of phone calls originating from digital ads. DNI inserts unique phone numbers into ads so the company can see which ads drive calls. It also describes how DNI collects data that gets sent to analytics tools when a pixel is triggered, allowing attribution of calls to specific ad campaigns even if the customer calls later. This helps advertisers optimize spending and improve marketing ROI.
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Conversational Intelligence and Call Tracking for Digital Marketing
- 1. Conversational Intelligence Steven Laureys Senior Director of Sales / CallRevu StevenLaureys@CallRevu.com
- 2. “TRANSPARENCY” WHAT WE HAVE HEARD:
- 4. “TRANSPARENCY” “ACCOUNTABILITY” “DATA DRIVEN” WHAT WE HAVE HEARD:
- 5. YOU NEED TO GET INVOLVED WHAT WE HAVE HEARD:
- 6. WHAT IS YOUR PLAN?
- 7. WHY MAKE A PLAN?
- 8. WHY MAKE A PLAN? -KNOW WHAT SUCCESS LOOKS LIKE
- 9. WHY MAKE A PLAN? -KNOW WHAT SUCCESS LOOKS LIKE -ALIGN RESOURCES
- 10. WHY MAKE A PLAN? -KNOW WHAT SUCCESS LOOKS LIKE -ALIGN RESOURCES -UNIFY MESSAGES
- 11. WHY MAKE A PLAN? -KNOW WHAT SUCCESS LOOKS LIKE -ALIGN RESOURCES -UNIFY MESSAGES -PREVENT CONSUMER CONFUSION
- 12. WHAT AD SOURCES DO YOU USE? Radio/TV Mailers Email Campaigns 3rd Party Sites Pay Per Click Display/Banners Mobile App/Text Social Media
- 13. why?
- 14. Sell More Cars!
- 15. do they?
- 16. How do you know?
- 17. What Does Your Plan Look Like?
- 18. Ad Budgets
- 20. 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 January February March April May June July August September
- 21. 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 January February March April May June July August September If you always do what you have always done…
- 22. Let’s Get Better
- 23. Ad Budget
- 28. It’s Your Budget
- 29. 80 20 $20,000
- 31. 80 20 $20,000 $16,000 $4,000 AutoTrader $980 Billboard $420 KBB $300 Radio $2,100
- 32. How do you measure return?
- 33. Impression
- 36. Impression Engagement Conversion SOURCE Billboard TV/Radio Car Listings Retargeting Drive-By Traffic Count URL, mentions or 800# Pageviews, CRM and Calls URL, mentions or 800#Audience by hour Calls, Leads, Site Transfer Pageviews, CRM and Calls Pageviews, CRM and Calls Impressions Clicks On-Site Conversions VDP Views & Impressions
- 37. 80 20 $20,000 $16,000 $4,000 AutoTrader $980 Billboard $420 KBB $300 Radio $2,100
- 38. 80 20 $20,000 $16,000 $4,000 AutoTrader $980 Billboard $420 KBB $300 Radio $2,100 SEM $6,000 Lead Buying $2,000 Trade in Tool $1,500 Social Ads $2,000 eBlast $1,000 Buy Back Mailer $1,500 Digital Retailing $1,500 Gmail Targeting $500
- 39. 80 20 $20,000 $16,000 $4,000 AutoTrader $980 Billboard $420 KBB $300 Radio $2,100 SEM $6,000 Lead Buying $2,000 Trade in Tool $1,500 Social Ads $2,000 eBlast $1,000 Buy Back Mailer $1,500 Digital Retailing $1,500 Gmail Targeting $500
- 40. Ad Budget $16,000 SEM $6,000 Lead Buying $2,000 Trade in Tool $1,500 Social Ads $2,000 eBlast $1,000 Buy Back Mailer $1,500 Digital Retailing $1,500 Gmail Targeting $500 CPC Pageviews Bounce Rate Imp Share Engagement Qual Score Likes Clicks Shares CTR Engagement Comments Leads CPL Leads CPL Open Rate CTR Sent Replies Match back Link visit Returns Calls Pageviews Leads Engagement Clicks CTR Forwards CPM
- 41. These are about conversations But wait… On Site Off Site Hybrid
- 42. These are about conversations But wait… On Site Off Site Hybrid
- 43. do they? $16,000 SEM $6,000 Lead Buying $2,000 Trade in Tool $1,500 Social Ads $2,000 eBlast $1,000 Buy Back Mailer $1,500 Digital Retailing $1,500 Gmail Targeting $500 On Site Off Site Hybrid On Site Hybrid Hybrid Hybrid Hybrid
- 44. do they? $16,000 SEM $6,000 Lead Buying $2,000 Trade in Tool $1,500 Social Ads $2,000 eBlast $1,000 Buy Back Mailer $1,500 Digital Retailing $1,500 Gmail Targeting $500 On Site Off Site Hybrid On Site Hybrid Hybrid Hybrid Hybrid
- 45. Conversations
- 49. How do you measure?
- 55. www.CallRevu.com How do you measure phone calls?
- 56. www.CallRevu.com How do you measure phone calls? 1) Call Tracking number on the website
- 57. www.CallRevu.com How do you connect what happens on-line to off-line? 1) Call Tracking number on the website 2) Click-to-Call
- 58. www.CallRevu.com
- 59. www.CallRevu.com
- 60. www.CallRevu.com
- 61. www.CallRevu.com
- 63. www.CallRevu.com 19% Will not Click send Over 60% of Calls are Service
- 64. www.CallRevu.com How do you connect what happens on-line to off-line? 1) Call Tracking number on the website 2) Click-to-Call 3) Dynamic Number Insertion (DNI)
- 65. What is DNI?
- 66. www.CallRevu.com
- 67. www.CallRevu.com
- 69. 1st Customer Google PPC Campaign 2nd Customer LotLinx
- 70. 1st Customer Google PPC Campaign 3rd Customer Google PPC Campaign 2nd Customer LotLinx
- 71. 1st Customer Google PPC Campaign 3rd Customer Google PPC Campaign 2nd Customer LotLinx
- 75. How it works
- 77. www.CallRevu.com CUSTOMER ENGAGES IN DIGITAL MARKETING CUSTOMER IS DIRECTED TO THE RETAILER WEBSITE
- 79. www.CallRevu.com Changes Phone numbersPIXEL TRIGGERED
- 80. www.CallRevu.com Changes Phone numbers Collects Google and Web Interaction Data PIXEL TRIGGERED
- 81. www.CallRevu.com CUSTOMER ENGAGES IN DIGITAL MARKETING CUSTOMER IS DIRECTED TO THE RETAILER WEBSITE CUSTOMER CALLS THE DNI PHONE NUMBER
- 82. www.CallRevu.com Data Points Selected by Retailer are Sent to the Pixel
- 83. www.CallRevu.com Category: Phone Action: Sales Label: Appointment Set Category: Phone Action: Sales Label: No Appointment Set Category: Phone Action: Service Label: Appointment Set Category: Phone Action: Service Label: No Appointment Set Category: Phone Action: Parts Google Analytics Set Up
- 84. www.CallRevu.com CUSTOMER ENGAGES IN DIGITAL MARKETING CUSTOMER IS DIRECTED TO THE RETAILER WEBSITE CUSTOMER CALLS THE DNI PHONE NUMBER CALLREVU PIXEL FIRES AND SENDS TO GA & CR Portal Even if they do not call until the next day!
- 85. WHAT IS DNI
- 86. WHAT IS DNI
- 87. WHAT IS DNI
- 88. WHAT IS DNI
- 89. WHAT IS DNI $1,000/Mo 2 Convs/$1,000 $500 per Conv Per Conversion Cars.com Deep Link Pkg
- 90. WHAT IS DNI Per Conversion TARGET: Per Conversion $30 $1,000/Mo 2 Convs/$1,000 $500 per Conv Cars.com Deep Link Pkg
- 91. WHAT IS DNI
- 92. WHAT IS DNI On Site Hybrid Hybrid Hybrid Hybrid
- 93. WHAT IS DNI
- 94. WHAT IS DNI
- 95. WHAT IS DNI
- 96. WHAT IS DNI
- 98. WHAT IS DNI
- 99. WHAT IS DNI CPC-Paid Search
- 100. www.CallRevu.com Category: Phone Action: Sales Label: Appointment Set Category: Phone Action: Sales Label: No Appointment Set Category: Phone Action: Service Label: Appointment Set Category: Phone Action: Service Label: No Appointment Set Category: Phone Action: Parts Google Analytics Set Up
- 102. www.CallRevu.com
- 103. www.CallRevu.com
- 104. www.CallRevu.com
- 105. do they? $16,000 SEM $6,000 Lead Buying $2,000 Trade in Tool $1,500 Social Ads $2,000 eBlast $1,000 Buy Back Mailer $1,500 Digital Retailing $1,500 Gmail Targeting $500 On Site Off Site Hybrid On Site Hybrid Hybrid Hybrid Hybrid
- 106. USE ALL THE TOOLS
- 108. ENJOY THIS SESSION? Post about it on Social Media using the hashtag #IS20G! Share some love for your favorite speaker! Conversational Intelligence Steven Laureys Senior Director of Sales / CallRevu StevenLaureys@CallRevu.com