Call tracking data can be leveraged in 3 ways to improve ARPA for marketplaces: 1. Gather basic call data like talk time, lead volumes, and call handling to understand advertising performance. 2. Collect more detailed data through call recording, transcription, and AI analysis to provide insights into properties of interest, advertising strategies, and outcomes. 3. Monetize the collected data by creating customized call analytics packages to sell to agencies and private sellers, generating new revenue streams for the marketplace.

1. 3 STRATEGIES TO
IMPROVE ARPA IN 2024
For Next Gen Marketplaces
Madrid 2023

2. Today’s
Speakers
Cecilia West
Director of Global Accounts
Platinum
Sponsor
James Gray
Director of Global Marketplaces

3. Global Expertise in Marketplaces
Real Estate
Insurance
Financial Services
Hospitality
Home Services
Healthcare
Auto

4. Call Tracking
Evolution

5. 1990-2000
Main Business
Goals
Were leads coming from ad spend?
What channel led to the call?
Advertising
Attribution
Asking callers
“How did you hear about us?”
Manual
Work
Counting calls or entering
data into spreadsheets
One
Number
Used across all demand
generation channels

6. 2000-2020
Digital Call
Tracking
Automatic
Counting
And displayed in a
dashboard
Call
Duration
Many numbers to track
multiple channels
Tracked in minutes
Calls
Recorded
Spot checking on quality of
<5% of calls
SMS
begins to play a role in
customer engagement
tracking
Integrations
CRM & other
workflows

7. 2020 & Beyond
Advertising
Proliferating
All Channels
Trackable
With precision about
advert interest
Buyer
Profiles
In traditional media, social
media, sponsored events
caller lookups cross checked
with other information to
build ‘ideal buyer profiles’ for
make/model
AI
Used
On 100% of calls, SMS
& emails
AI
Analysis
Customer service, quality,
dealer responsiveness &
test drive rates evaluated
Integrations
Data fully integrated with
enterprise workflow tools

8. iovox is an
innovative leader
in the modern era
of ‘Call Tracking’
100+
Countries
400+
Customers
Tier 1
Carrier
2007
Established
Global
Offices

9. How to build,
maintain and
boost ARPA

10. Gather Data
Building Block 1

11. Gather Data
• Consumers visit your website
& places call to inquire about
a property via iovox number
1. CONTACT
• Calls forwarded to
advertiser's phone via call
rules
• Whispers played for brand
awareness
• Branded missed call alerts
sent to advertisers
2. FORWARD
• Dashboard visibility on:
• Properties of interest
• Call duration
• Quality of call handling
• Best performing advertisers
• Unique callers
• Voicemail detection
3. ANALYTICS
Building Block 1

12. Building Block 1
Gather Data
Foundational service for
knowing:
This is the basic data with which you
should be positioning your value to
customers
Talk time
(2+ mins)
% of leads by
phone
(40-55%)
Lead volumes for
each advertiser
# of brand
“whispers” per
month
(c:3 Million+)
# of answered calls
(75%)
# of missed calls
with branded
missed email alerts
(25%)

13. Building Block 2
Gather Data
More Data, More Value

14. Building Block 2
More Data, More Value
1. CONTACT
• Consumers visit your
website & places call to
inquire about a property
via iovox number
2. FORWARD
• Calls forwarded to
advertiser's phone via call
rules
• Whispers played for brand
awareness
• Branded missed call alerts
sent to advertisers
4. AI / KEYWORDS
• Conversational AI identifies
keywords / phrases that
match criteria & triggers
action you’ve defined
3. PREPARE
• Calls are recorded and
transcribed
5. INSIGHTS
• Call data can be analyzed
with iovox Insights to
spot trends & predict
outcomes
6. ANALYTICS
• Dashboard visibility on
properties of interest, call
duration, quality of call
handling, best performing
advertisers, unique callers, &
voicemail detection.

15. Building Block 2
More Data, More Value
Advertiser Data
• Lead volumes *and* value
• Purpose of every call
• Advertiser’s call handling
performance
• Increase answered call rates
• Ad strategies to increase
engagement
• Resell other lead
opportunities
Value to you as the
Marketplace Provider
• Clear, quantifiable evidence
of the value from advertising
on your platform
• Actionable data to improve
operating performance
• Identification of other
monetisation opportunities
• Knowledge of the outcome
of every call
Value to your Advertiser
Opportunity to Increase ARPA
More Data = More Value, More Revenue, More Retention

16. Building Block 3
Gather Data
More Data, More Value
Full Monetization

17. Building Block 3
Full Monetization
How do you monetize all
this data?
Call tracking and
analytics becomes a
new revenue stream
for your business
Create your own
branded call analytics
package to:
Sell to
agencies to
make them
more
efficient
Sell to
private
sellers to
help protect
their privacy

18. Building Block 3
Full Monetization
A Real World Example
Marketplace has a set of
criteria for every call, after
using iovox, they knew:
• If agent introduced themselves,
the company, and ended call
with a ‘thank you’
• Contact details of the caller for
cross referencing with CRM
• Was viewing was discussed
• Was viewed was booked
• Did buyer need a mortgage
• Did caller have a property to
sell/let
• Was a contract requested
• Was an offer made
• What’s the value of property
being discussed
• What’s the buyer's intent
This information is so valuable
to the estate agencies, that the
marketplaces are private
labeling the iovox platform and
selling the solution for €100s
per month per location.
Multi-million € opportunity
for the marketplace

19. We’ve talked about the journey of Call Tracking
Building Block 1 – Gather the Basic Data
Building Block 2 – Data + Opportunities
Building Block 3 – Monetize the data collected
Summary

20. THANK YOU
www.iovox.com
Madrid 2023