Leveraging Call Intelligence for Marketing Domination - Three Day Blinds
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Dan Williams is the CRO of a company that provides custom window treatments and installation services exclusively through in-home purchases and not retail or ecommerce. The marketing challenges include it being a higher-ticket considered purchase without retail stores or ecommerce and not being nationwide. The document discusses how the company is moving from siloed data and consumer experiences to having a 360 degree view through integration beyond digital channels. It also outlines the customer journey from research and prospecting through the branded experience and remarketing/retargeting. The last sections discuss how the company uses dedicated phone numbers and attribution to close the online-offline loop and measures calls and revenue from sources like paid search and Facebook.
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Leveraging Call Intelligence for Marketing Domination - Three Day Blinds
- 2. • Custom window treatments for the home • In-home purchase only, no ecommerce or retail • Provide design, measurement, support & installation @Invoca #OmniMasters
- 3. Marketing Challenges • Higher ticket considered purchase • Not a consumed product • No retail stores • No ecommerce • Not nationwide @Invoca #OmniMasters
- 4. How we get there… consistent and seamless path to conversion Siloed data and consumer experience • No Integrated visibility • No consistent messaging over different channels – bifurcated communication We know the consumer Path (once consumer reaches out to us) • We have clean messaging over email and display • We have customization (Segments & Personal) 360 degree view, fully integrated Integration beyond digital – Drawing on the power of our new segmentation • Direct Mail • Call Center Where we are Where we’re goingWhere we were @Invoca #OmniMasters
- 5. Customer path to purchase: Research & Prospecting Generic Search Query Targeted Banners Acquisition/Prospecting Email Video Prospecting Facebook & Instagram Ads @Invoca #OmniMasters
- 6. Customer path to purchase: Branded Experience Step 1 If only step one of the form was completed, we will then retarget with banners & email promotions Branded Search Query Thank You Step 2 @Invoca #OmniMasters
- 7. Customer path to purchase: Remarketing/Retargeting: Retargeting with Blinds Images Opt In- Local & Product Email Promotions FB Ads Retargeting with Blinds Offer @Invoca #OmniMasters
- 8. Technology powering this customer journey @Invoca #OmniMasters
- 9. Technology powering this customer journey @Invoca #OmniMasters Neustar Sitefinity QLIK BI SEM Admixt/FB Prospecting Turn – Prospecting Bid Mgmt Tech Invoca Google Analytics Tealium Audience Stream Iconosquare Conversion Logic Neustar Datalogix Optimizely MS Dynamics CRM – Lead capture Invoca Tealium Mitel Marketo Crazy Egg Marketo/ESP Turn – Retargeting FB Retargeting Google Retargeting Criteo MS Dynamics – Confirmation emails & Surveys PFL Google Analytics DRIPS Trustpilot Extole Conversion Logic Pre – Lead Capture During – Lead Capture Post – Lead Nurturing
- 10. 70% of all 3 Day Blinds appointments are scheduled over the phone! Consumers prefer to call to schedule an appointment, vs. using the online scheduler. @Invoca #OmniMasters
- 11. • We use a dedicated phone number for every touch point the consumer has with us, utilizing Invoca & our internal lead ID matching system, each session is tied to a lead. • With Dynamic Phone Insertion, every time a consumer sees an ad, or clicks through, a dedicated unique phone number track s the engagement from call all the way to sale with unique lead ID • That lead ID is used in every engagement with that individual consumer from the moment they call us. Attribution: Closing the online to offline loop Session is tied to lead Phone # is dynamically assigned to each session Lead is tied to Sale @Invoca #OmniMasters
- 12. leads, sales come from call only campaigns Invoca provides the visibility to measure and optimize paid search calls and revenue 17% Sales come from calls 43% 48% Total leads com from calls @Invoca #OmniMasters
- 13. of appointments come from calls 3 Day Blinds measures and optimizes calls from Facebook: 15% 17% of sales come from calls @Invoca #OmniMasters
- 14. 3 Day Blinds Best Practices Holistic View: Build a foundation: Process, Procedure & Culture • Analytics – Connect first and third party data to inform decisions • Attribution • Consumer path known Asset Management • Asset integration with messaging is key – be concise and consistent • Set clean brand guidelines • Sequencing & customizing your communication to the consumer experience Visibility • Understand how the customer chooses to interact with you, you need to know last touch before you can know top funnel • Clean data is key – Data management is vital to the success of a campaign @Invoca #OmniMasters
- 15. Workshop: What are your marketing challenges?
- 16. 1. 2. 3. Leads - the good, the bad, the unqualified. How to drive more good, highly qualified leads? A 360 degree view of customer ROI. How to consolidate customer data from all channels in one place, and leverage this data to prove accurate marketing ROI? Personalization in an omnichannel world. How to create a personalized prospect and customer experience across all marketing touch points? What are is your top marketing challenge?
- 17. What did we learn?
Editor's Notes
- Discuss with Dan the given fact that we need clean data.
- Discuss with Dan the given fact that we need clean data.
- Discuss with Dan the given fact that we need clean data.
- Discuss with Dan the given fact that we need clean data.
- Format: -Attendees will be seated at small tables of 4. Each table picks one of three topics and discusses for 10min. Paul, Lauren, Kyle and the speakers circulate and discuss the topics with these small groups. -All speakers + Paul and Lauren share the top takeaways for each of the topics (divided so it's only 2 people sharing per topic, and we can prepare answers in advance - doesn't need to be crowd sourced).