CIS panel on how to optimize marketing performance with Invoca for Facebook.

2. Using Call Intelligence to Increase ROI and Drive
Conversions with Invoca for Facebook
- or -
How do I know my Facebook promotions are working?
#InvocaSummit
Brock Ward
Digital Marketing
Manager
Bruce Lee
Product Growth
Manager
Amy Andriano
Product Experience
Manager
Ben Counter
Enterprise Customer
Success Manager

3. PERSONALIZE ENHANCE EXPANDOPTIMIZE
Optimize Marketing Performance
Connect Digital Investments to Phone-Driven Revenue.
the caller
experience
every digital
interaction
your
reach
marketing
performance
#InvocaSummit

4. 1000sof great apps and websites
2.0Bmonthly active people
700Mmonthly active people
6%
additional reach on
mobile
›20%
time spent on mobile
To reach
people on
mobile,
reach them
where they
spend their
time

5. 10%
Online Sales2
90%
Offline Sales2
2014 2015 2016 2017
T I M E
S P E N T 1
7%
T I M E
S P E N T 1
36%
Television
Mobile
Source: . 1 “Average Time Spent per Day with Major Media by US Adults,” eMarketer, March 2017
2 “Retail eCommerce Sales, US”, eMarketer, July 2017, Estimate for FY 2018
But offline sales still dominate
Attention is shifting from traditional channels to mobile

6. #InvocaSummit
The most intuitive thing to do on a mobile phone is to
call

7. This is driving billions of calls to businesses
34 Billion
phone calls driven by
Social by 2020
#InvocaSummit

8. What is the quality of those calls?
How can I use call and voice data
to increase conversion rates of
my ads?
What Facebook Campaigns are
driving and influencing calls?
Unfortunately, calls create a blind spot for revenue-driven
marketers that value the reach of Facebook
✘
✘
✘
#InvocaSummit

9. 9
Facebook Offline Conversions: How It Works
Advertiser
Call Center
Sales
Transactions data with
customer identity (hashed)
sent via API for matching
against ad exposure
#InvocaSummit

10. MEASURE
TRUE VALUE
TARGET MORE OF
THE RIGHT PEOPLE
OPTIMIZE YOUR
PERFORMANCE
Account for your
ad spend across
channels
Create richer
audiences based on
offline behaviors and
attributes
Make better decisions
based on timely
insights
Connect your offline data to your Facebook campaigns
Supercharge your digital efforts with real world metrics

11. Reporting in Ads Manager
Get access to key metrics for your business
Measure the true value of your campaigns
Facebook Analytics
Now with custom
conversions
Offline Events Lift

12. Case Study: BoomTown
Case Study:
Boomtown ROI
#InvocaSummit

13. Marketing & CRM Platform
for Real Estate
#InvocaSummit

14. The State of Advertising in 2016
• PPC, SEO, Retargeting, etc…
• Content awareness via Social Media
• eBook Downloads and Demo
Requests
• Automated Grading and Scoring
• Snoozeworthy
#InvocaSummit

15. Traditional Tactics = Average Prospects
#InvocaSummit

16. Preliminary Intelligence from
Invoca for Facebook
#InvocaSummit

17. Brand & Video Strategy with Facebook
#InvocaSummit

18. #InvocaSummit

19. 682% Increase in Call-Through Rate
#InvocaSummit
63%
LIFT IN TOTAL CALL VOLUME
82%
DROP IN CPA
20%
INCREASE IN TOTAL NEW REVENUE
35%
INCREASE IN TRANSACTIONS
FROM CALLS

20. Case Study: BoomTown
Invoca for Facebook
#InvocaSummit

21.  Optimize Facebook
campaigns toward Calls
 Use Custom Audiences:
First and most complete solution
to natively integrate with Facebook
Do More Targeted Marketing to Sell More
Product
#InvocaSummit
• Retarget
• Upsell
• Expand your Reach

22. View Invoca Data in Facebook
#InvocaSummit

23. Take Aways
Invoca for Facebook
• View Calls and Conversions in Facebook
• Build Audiences based on Call Behavior to Retarget
Customers
• Immediately view funnel attribution
Understand the behavior of your customers to maximize
value from Social Marketing.
Optimize your Social Spend to Sell More
#InvocaSummit

25. TAKE THE 4
QUESTION SESSION
SURVEY

26. THANK YOU