The document discusses call tracking, emphasizing its importance in measuring marketing effectiveness by using unique phone numbers for different ads and campaigns. It highlights advancements such as dynamic number replacement and advanced call forwarding that enhance tracking capabilities and improve lead conversion rates. Additionally, it provides insights into integrating call data with CRM systems and utilizing demographic information for better marketing strategies.

1. SUCCESSFUL
SUCCESSFUL
SUCCESSFUL
BYBY

2. HISTORY
HOW IT WORKS
WHY USE IT? KEY BENEFITS
PAGE 4
PAGE 4
PAGE 5
PAGE 6
PAGE 6
PAGE 7
PAGE 8
PAGE 9
1. START WHERE YOU SPEND
2. FREE STUFF IS NEVER REALLY FREE
3. BEYOND JUST PHONE NUMBERS
4. MEASURE
5. MAXIMIZE
I. THE HISTORY OF PHONE NUMBERS PAge 3
PAge 4II. INTRODUCTION: WHAT IS CALL TRACKING?
IV. CONCLUSION
V. FUTURE OF CALL TRACKING
VI. ABOUT US
VII. RESOURCES
PAge 6
PAge 10
PAge 11
PAge 12
PAge 12
III. 5 STEPS TO SUCCESSFUL CALL TRACKING
2

3. LOCAL NUMBER
PORTABILITY
Hello
Hi
John
1 2 3
Originally, phone numbers had
one, two or three digits only.
Central,
please
connect
me to...
11 22 33
feared the town’s 4 operators
would become ill and suggested
numbers be assigned to the
200+ telephone subscribers so
that temps could be trained
more easily.
in
Lowell,
Massachusetts
& can be attributed to
the measles epidemic.
Mechanical direct-dialing of
numbers became the norm.
Previously, most urban areas
had“exchanges”of two letters,
followed by numbers.
Exchanges became the first 2
digits of the phone number
and were tied to a specific
geographic location.These are
now known as area codes.
Michael Corleone asks
an operator to connect
him with Long Beach
4-5620, presumably
the number for the
main house on the
Corleone compound.
telephone numbers were
invented, they were short
& were given orally to a
switchboard operator.
A toll-free service was
introduced in the United
States by AT&T as an
alternative to collect
calling and to reduce
the need for operators.
Forever ingrained in
our hearts and mostly
our minds, this song
led to many custom-
ers who actually had
that number receiv-
ing a plethora of un-
wanted calls.
Tommy Tutone released the
hit song "867-5309/Jenny".
This meant that
toll-free numbers
are not associated
with a particular
telephone carrier
such as AT&T or
MCI.
FCC mandated
800-number
portability.
First FCC mandated Local
Number Portability among
wireline carriers.
Calls placed to these
hosted phone numbers
are seamlessly forwarded
to any existing number.
FIRST USE OF NUMBERS
STRICTLY NUMERIC
TOLL-FREE
DIRECT DIALING
Dr. moses
greenley
parker
Dr. moses
greenley
parker
Dr. moses
greenley
parker
A SONG AND A NUMBER
TOLL-FREE PORTABILITY
3

4. Thanks for
calling Bob’s
Chef Supplies...
How did you
hear about
us?
Traditional call tracking is viewed as unreliable because it
was mostly anecdotal, but preceded web analytics by
more than a few decades.
Companies now offer local and toll-free numbers
that are designed specifically to help marketers
capture this valuable information.
Purchase a unique
calltracking number
and place in your
advertisement
When a customer
dials the number…
Hosted Numbers captures
call data and forwards the
call seamlessly
Call routed to preferred
location
View reports that show
call volume for that ad.
Great, thanks
for being a loyal
customer and
responding to
the coupon
we mailed you
I just saw
your ad on TV
for outdoor
grills.
BOB´S CHEF
SUPPLIES
USING UNIQUE PHONE NUMBERS
FOR CALL TRACKING
Introducing hosted numbers
11
22
33
44
55
HISTORYHISTORYHISTORYHISTORY how it workshow it workshow it worksHow it works
DATA CENTERDATA CENTERDATA CENTERBlah, blah
blah, blah
Blah, blah...
4

5. Most marketers would agree they would rather hear
the phone ringing. Why? Most landing pages convert
only 2-10% of total visitors. Phone call conversion rates
can approach 80%. 63% of people complete their
purchase offline following their search activity. 46% of
people who conducted local online searches resulted in a
phone call to a business. There are so many other stats to
support this assertion. And yet more emphasis is placed
on having WAYbetter tracking on web visitors than what is
causing the phone to ring.
Call tracking should be integrated into all marketing
efforts because it is a critical component of campaign
management. Without call tracking, campaign effective-
ness data is incomplete and worse… misleading.
Hopefully we have laid out a good case for integrating call tracking into all your analytics NOW. But the truth is, it becomes
increasingly important as more online marketing shifts to mobile.
There are currently 6 billion mobile
subscribers worldwide. This equals
87% of the world’s population.
Mobile ad spend was $3.3 billion in
2011 and projected to be $20.6
billion in 2012.
Mobile search is growing... 1 in 7
searches now originate from a
mobile device.
52% of all mobile advertising leads
to a phone call.
61% of mobile searches lead to a
phone call.
world´s
population
are mobile
subscribers
WHY USE IT? KEY BENEFITS
PHONE CALL
CONVERSION RATE
PEOPLE THAT
COMPLETE THEIR
PURCHASE OFFLINE
MOBILE
SUBSCRIBERS
MOBILE advertising
is growing
Mobile advertising
drives phone calls:
Mobile ad
spend
($ billion)
2011 2012
(estimate)
CASE
STUDY
CASE
STUDY
We do SEM campaigns for Hosted Numbers on number porting keywords (taking your phone number
with you to another provider). This ad group always generates clicks, but no online conversions. We
considered reducing the bids on these keywords and even eliminating this ad group entirely. Then, we
looked at the call volume associated with this ad group (because we assigned a unique phone number
for this ad group and used dynamic number replacement to display the same phone number on our
website when people clicked through to our site) and were pleasantly surprised at how high it was
relative to other ad groups.We quickly realized that number porting was a high touch process and didn't lend itself to
online conversions. Customers often called to understand the porting process and converted in a phone call.That ad
group alone was more valuable to the bottom-line than 10 others combined. Thank goodness we dug a little deeper
before ending it.
63%
87%
22.6
3.3
80%
With the shift to mobile, soon online ads will drive
more calls than clicks
BOTTOM
LINE
BOTTOM
LINE 5

6. It sounds simple and it is! Identify
where you are spending the
majority of your ad spend and
start there. If you are not using
unique phone numbers in advertise-
ments where you are spending the
most, then you are missing out on a
huge component of advertising
respondents. Even worse, you are
probably wasting money on advertis-
ing that is not effective. Every paid ad
should have a unique phone number.
If that isn't feasible based on budget,
then assign a unique phone number
to each channel or medium (email,
banner ads, SEM, etc.). You can't
improve what you don't measure!!
“By cutting ineffective ads, I saved $1,200
in 2011 and $6,000 so far in 2012. I have
been using Hosted Numbers now since
2010 and highly recommend them to
anyone who wants to track where their
business is coming from in real-time, moni-
tor those calls for true source and effec-
tiveness, and make smarter marketing
decisions.”
Bryan Jamison, Allstate Agent
www.allstateagencies.com/BryanJamison
Things like social media marketing, PR,
and affiliate marketing might not show
up as a marketing line item, but they take
up time and other resources that could
be diverted to more fruitful pursuits.
Identify additional areas that drive
revenue, exposure, or web traffic.
Assign unique phone numbers to these
things as well. You might be overjoyed to
find out that the guest blog you have
been posting on an affiliate's site is
driving a ton of phone calls to your
company.
Bussiness
cards
Social
Media
channels
E-mails Newsletters Coupons
Website Brochures
and mailers
Promotional
Items
Classified/
Craigslist ads
Better Business
Bureau, Chamber
of Commerce, or
other directories
of ad spending is
wasted on leads that
do not convert.
START WHERE YOU SPEND
asign a unique phone
number to each medium
places to put unique numbers
you might have overlooked:
11
Free stuff is never
really free22
79%
NAME
SALE!
- 30%
www
@
NEWS
EXPERTS SUGGESTEXPERTS SUGGEST
6

7. Advances in call forwarding
allow you to:
Call tracking companies have
features to announce the call
before it is connected based
on the phone number in use.
These features can play a short
message when the phone is
answered but before the call is
connected to let your sales team
know exactly what ad that caller is
responding to.
Dynamic number replacement
(DNR) is a recent advancement
that allows the phone number
displayed on your website to
change dynamically based on
where a person clicks through from.
For example, you have a banner
advertisement with a phone
number in it, but someone clicks
through to the site before calling,
the same phone number in the
banner ad will display throughout
your site. This way if the website
visitor then decides to pick up the
phone and call, you can now trace
that call back to that specific
banner ad based on the number
they dialed.
Set up call forward-
ing schedules based
on time of day or day
of week parameters
Mike’s Pizzeria ran
an offer in Sunday’s
coupon section of
the newspaper for
free breadsticks with
an order of their
“Gameday Special”.
They used a specific
phone number on
that coupon.
When someone calls that number
and the Mike’s Pizzeria answers,
they hear “This caller is respond-
ing to the Sunday Newspaper
Coupon
Route ad response
calls directly to a
particular sales rep
to avoid a front-end
IVR to reduce call
abandonment.
Forward calls to
ring to several loca-
tions (office, then
home, then cell)
before dropping
the caller in voice-
mail to avoid mis-
sing those impor-
tant ad response
calls.
Route calls based
on geographic ter-
ritories.
Queue calls so that
if one sales person
is on a call it rolls to
next sales rep until
the call is answered
Thanks for
calling
Mike’s
Pizzeria
I see you are
calling about the
offer for free bread-
sticks with the
Gameday Special.
Will this be
take out or
delivery?”
WEBSITE
If you are spending money on online
advertising, DNR takes your call
tracking analytics from a flashlight
to a laser beam!
Beyond Just Phone Numbers…
powerful features that drive additional insight value33 &
the past few years, giant strides have been made in honing
tracking techniques beyond just unique phone numbers.OVEROVEROVER
DNR
Advanced Call
Forwarding
Advanced Call
Forwarding
dynamic number
replacement
dynamic number
replacement
7

8. Call tracking gives accurate, real-time campaign effectiveness data
Measure: Call Reporting44
Track leads back to the source
by the number they called. Call
reports make this task very easy.
Name phone numbers to make
reports even easier to read. For
instance, you use one phone
number for all your lead nurturing
email campaigns. Name that phone
number “Leads Email” so in reports
you can see how many calls your
lead nurturing email campaigns are
driving.
The average customer experiences 3.8 ‘touches’
from a company before they purchase.
Call reports valuable information
on your callers beyond just the
number they call from. Use area
code and city/state information to
find out where callers are concen-
trated. Hone your geo-targeted
marketing to capitalize on areas that
are responding to your ads.
Peak call timesPeak call times
Get insight into when calls come
in. Was there a spike after that new
radio spot aired? Is there a large
volume of calls during hours you
didn’t anticipate? Call times can
provide insight into campaign effec-
tiveness and workforce planning to
accommodate callers.
Scheduling
Avoid logging into pull call data.
Schedule reports to email the
data at regular intervals and
begin to make it a part of regu-
lar campaign tracking.
Analytics
Integration
Analytics
Integration
PHONE CALLS AND CAMPAIGNS
Integrate your call data with
your web analytics to view
clicks alongside calls. Get
the full picture of ad response
rates without having to look at
two different reports.
Missed calls and hang ups no
longer = lost sales opportuni-
ties. The percentage of people who
leave messages for businesses
hangs around 8%. With the call
reporting details, it is easy to
identify people who contacted your
business but hung up or didn’t leave
a message for proper follow up.
Call duration
This is a big indication or lead
quality. The average length of a
sales call is ~3 minutes. If a
campaign is driving a high number
of calls that are short in duration,
then they are most likely unquali-
fied, low quality leads. Revisit these
ads to review content and target
market.
of online interactions
eventually lead to
aphone call.
60%
MISSING
REWARD
$$
Lead source Call result Call duration
Caller info: phone
number, city, state
Caller info: phone
number, city, state
Scheduling
EXPERTS SUGGESTEXPERTS SUGGEST
Lead source Call result
PHONE CALLS AND CAMPAIGNS
8

9. Integrate call tracking data into your
core metrics. You are tracking online
leads generated from web contact
form submissions, content down-
loads, webinar registrations, etc.
This report should include phone
leads as well.
measure cost-per-click,
cost-per-acquisition,
revenue- per-lead, etc.
Why not cost-per-call
Application Programming Inter-
faces (API ) is a mechanism for
providing web-based, program-
matic access to data and func-
tions that would otherwise be
inaccessible.
Integrate call tracking into your core
systems so it becomes part of every-
day toolkit. Ensure sales and
marketing alignment by integrating
call data with your CRM. Easily track
sales back to the source. Give your
sales team visibility into lead source
so they can see what ads are driving
sales.
of companies have no
process for reengaging
and nurturing leads.
Once someone visits your website
and does not covert, they are in
essence “gone for good.” The same
goes for calls. Sales people fail to
capture contact data 85% of the
time. With call tracking in place,
many providers give you the
ability to access advanced
demographic data on callers
beyond just their name, phone
number, and address. This
information can be leveraged for
remarketing and expanding your
marketing database.
Lead Capture
& Nurturing
call recording
Call recording gives you great
insight into the quality of your
leads, ad content, intended
target market and training
opportunities for your sales
team.
Above we mention call duration as an
indicator of lead quality. Use call
duration as a way to indicate which
calls to listen to. If a campaign has
lower than average call duration,
listen to some calls and get a feel for
whether the caller actually under-
stands your messaging and is in the
target market you are trying to reach.
If a campaign has higher than
average call duration, listen to those
to identify if callers are confused by
the content and need more explana-
tion.
Use call recordings as training aids
or a way to identify training opportu-
nities with your sales team. Adver-
tisements might be driving a ton of
phone calls that don’t convert. After
listening to a few calls, it becomes
apparent that the sales team is not
handling the effectively.
Integrate call data with core
systems: API
Name, Phone Number, Full
Address
Age, Gender, Ethnicity
Occupation, Education Level
Marital Status, Children
Interests
Estimated Income
Own Credit Cards
Own vs. Rent
Dwelling Type (Single/Multi)
Length at Residence
Home Purchase Date & Price
Mortgage Amount & Type
Lender Name
Refinance Date, Amount, Loan Type
Refinance Lender’s Name
Estimated Current Home Value
73%
Integrate call data
with core processes
USE
CASE
USE
CASE
Say you wanted to down-
load your Hosted Num-
bers call data each night
and import it into an
in-house CRM package.
Without an API, there would be no way
to access the call data without logging
in to your my.hostednumbers.com,
downloading your call data to a CSV
file, and importing it manually – over
and over, every day. With an API, you
could write a program to do all this for
you automatically.
Hello,
may I
help you?
Yes,
I want
to know...
Hello?
Hello?
YOUYOU
Maximize: Use Info to Build
More Effective Campaigns55
Our Caller Insight feature
provides the following data
points on callers when available:
EXPERTS
SUGGEST
EXPERTS
SUGGEST
9

10. Start by looking at you budget
and assigning unique phone
numbers to major line items.
Then, take a look at your (and your
teams’) time and identify areas
where significant effort is devoted
and ensure phone numbers are
assigned to these initiatives as well.
Once you have completed these
steps, look at additional features
that might drive more insight
into campaign effectiveness.
These features, when configured at
the beginning of your campaigns,
can derive significant value.
Dynamic Number Replacement
is key to properly tracking online
advertising. Scheduling calls to
forward on schedules that match
your business needs from the begin-
ning can streamline your communi-
cations. Setting ringtones so sales
and customer service teams know
immediately which ads are driving
call can create alignment in sales
and marketing goals.
APPLYAPPLYAPPLY ASSESSASSESSASSESS ADJUSTADJUSTADJUST
Now that you are all set up for
success, take the time to look at the
information this rich, new source is
collecting. Call reports give real-
time campaign effectiveness
data that can guide your content
creation, lead nurturing, remar-
keting, staf- fing, etc. Schedule
reports to come to you at regular
interval and block time on your
calendar to review them.
Put this new data to good use
right away! Integrate it into your
systems and processes so it
becomes an everyday part of your
toolkit and metrics. Use tools like
caller demographic data and call
recording to further enhance your
lead capture and nurturing efforts.
10

11. Advances in CRM, campaign tracking, and call tracking
integration will allow for a screen to pop as the phone is
ringing to allow sales reps answering to identify the
specific advertisement a person is responding to with a
copy of the ad so they can respond to the callers’ interest
specifically.
Voice communications should be as integrated, searchable, and acces-
sible as written. With advances in speech recognition and speech-to-
text transcriptions, tagging calls with product info, stage of buying
cycle, sentiment, etc. can make call reporting and lead nurturing much
more effective. One step beyond manual tagging is keyword spotting
where you can search call transcriptions for purchase indicators like
sign up, or product information like local phone number in NYC.
Call tagging AND keyword spotting
for business intelligence
Manual post-call surveys to determine buyer readiness and lead
quality are already in existence. Imagine a program that handles this
automatically. A program run by artificial intelligence that can score
the lead and schedule appropriate lead nurturing according to the
actual call.
Lead scoring and remarketing
Soon demographic information on callers will be available in
real-time so as a sales person is on a call with a prospect they can
have insight into that person’s education, income, interests,
household size, etc. while conducting the call.
Caller insight info in real time
as call is in process
Disposable numbers
Need a phone number for an hour, a day, a month? Temporary numbers
are growing in demand due to privacy concerns. With implementation
of local number portability, people are keeping the same numbers
longer. Ordering a phone number for a Craigslist ad, to talk to someone
you just met at a bar, to enter a contest, for an upcoming event you are
hosting, etc. is going to become the norm so you can protect your
mobile number and prevent unwanted future calls after your interest
wanes.
Hello,
may I help
you with our
Friday´s
Special
Offer?
FUTURE OF
CALL TRACKINGCALL TRACKINGCALL TRACKINGCALL TRACKING
Advanced screen pops with
information on the specific ad
a person is responding to
Our offer
includes
two pizzas
and two
beverages...
Hello,
what do you
think about
our product?
11

12. Hosted Numbers SERVICES ARE EASILY CONFIGURED, THERE ARE NO
CONTRACTS, AND YOU CAN MANAGE YOUR ACCOUNT ONLINE OR CALL
CUSTOMER SUPPORT 24/7.
Hosted Numbers OFFERS THE ABILITY TO WHITE LABEL THEIR
SERVICES FOR MARKETING FIRMS INTERESTED IN FULLY INTEGRATING
CALL TRACKING INTO THE SERVICES THEY OFFER CLIENTS
WWW.HOSTEDNUMBERS.COM
marketing@hostednumbers.com
automated systems deliver the latest technology like
advanced call forwarding, call recording, dynamic number
replacement voicemail and so much more
Hosted Numbers is a provider of toll-free, local,
and vanity phone numbers, call forwarding and ad
tracking services.
CONTACT INFORMATION:
(800) CAN-TRK1
http://en.wikipedia.org/wiki/Telephone_number
http://en.wikipedia.org/wiki/555_telephone_number
http://en.wikipedia.org/wiki/Telephone_exchange_names
http://en.wikipedia.org/wiki/Toll-free_telephone_number
http://www.contactpoint.com/resources/library
http://www.comscore.com/Press_Events/Press_Releases/2006/03/Online_Impact_of_Offline_Buying
http://www.webanalyticsworld.net/2006/12/identifying-solving-client-pains-part_17.html
http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/
http://www.ingenuitydigital.co.uk/News/google-61-of-mobile-searches-end-in-a-phone-call-1804.aspx
http://searchenginewatch.com/article/2066193/Consumers-Head-Online-for-Local-Business-Information
http://atlassolutions.com/insights
http://www.marketingsherpa.com/data/public/reports/special-reports/OPEN-SR-12-Email-Summit-2011.pdf 12