Call Tracking and Analytics 101: Tactics to Improve Online/Offline

Channel EfficiencyTuesday, March 8, 2016 1:00 EST (10:00 PST)

Speakers:Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey

Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management

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Today’s Presenters

Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management

Michael BolandChief Analyst and VP, Content, BIA/Kelsey

Guiding Media. Inspiring Innovation. Leading Local.

Call Commerce The What and the Why

BIA/KelseyChief Analyst & VP, Content

March 2016

Mike Boland

Brief IntroAbout Me

About BIA/Kelsey

10-year industry analystFormer tech journalist (Forbes, Business 2.0)Focus areas: Mobile, Social, On-demandFrequent contributor to Huffington Post, Business Insider, the Guardian, Street Fight

30-year market research and analyst firmSquarely focused on local media & technologyConferences, Consulting, ContentAuthoritative daily newsletter, blog, video production, podcasts

Call Commerce: The New Ad Currency of the Smartphone Era

© 2014 BIA/Kelsey. All Rights Reserved.

Where are we now?Let’s Start with Usage:

8© 2015 BIA/Kelsey. All Rights Reserved. |

Mobile Usage: The Starting Point

50% of mobile search

queries have local intent (BIA/Kelsey)

79% U.S. Smartphone

penetration (BIA/Kelsey)

51% of search query

volume is on smartphones

(Google)

9© 2015 BIA/Kelsey. All Rights Reserved. |

2015 2016 2017 2018 2019 2020$0

$10

$20

$30

$40

$50

$60

$70

$14.2 $18.1 $22.4 $26.9 $31.5 $35.4$8.5$11.3

$14.7

$18.6$22.3

$26.7

$22.7$29.5

$37.2

$45.5

$53.8

$62.2

Non-location Targeted Location Targeted

US$

Billio

ns

Note: Numbers are rounded.

BIA/Kelsey Fresh Mobile Ad Revenue Forecast (U.S.)

43%

37%

10© 2015 BIA/Kelsey. All Rights Reserved. |

Mobile Ad Share by Format

Tradi-tional Dis-play

18.6%

Search54.6%

SMS1.5%

Video5.0%

Audio1.8%

Native Social18.5%

2015

Tradi-tional Dis-play

21.0%

Search47.8%

SMS0.6%

Video5.8%

Audio2.1%

Native Social22.8%

2020

11© 2015 BIA/Kelsey. All Rights Reserved. |

Why Does That Matter?

12© 2015 BIA/Kelsey. All Rights Reserved. |

The Lesson:The intent is there… it just needs to be captured.

(…but how?)

© 2015 BIA/Kelsey. All Rights Reserved. |

13© 2015 BIA/Kelsey. All Rights Reserved. |

It’s All About Calls to Action

Reservations/scheduling

Ordering

Messaging

Click-to-call

Real-time Inventory

Photos

Videos

14© 2015 BIA/Kelsey. All Rights Reserved. |

Drilling Down on Click-to-Call

Smartphones drive voice and call activity

Click-to-Call Example

Hardware realties (voice input, dialer) High transaction intent

Products that have complexity

Autos

Healthcare/medical

Financial services

Google Adwords Google Organic

15© 2015 BIA/Kelsey. All Rights Reserved. |

Not Just Search… All the Places a Phone Number Can Show Up

16© 2015 BIA/Kelsey. All Rights Reserved. |

… Including Social Apps: The Next Frontier

• In the last 6 months alone, Google, Facebook, Pinterest and Instagram have launched “buy” buttons for ecommerce.

• This is part of a push towards more action-oriented social content and app deep-linking.

• Offline commerce is next, in many cases facilitated through voice and call buttons (Facebook is already there).

17© 2015 BIA/Kelsey. All Rights Reserved. |© 2015 BIA/Kelsey. All Rights Reserved. |

These calls are happening either way….It’s a matter of channeling, tracking, analyzing and optimizing them.

17© 2015 BIA/Kelsey. All Rights Reserved. |

18© 2015 BIA/Kelsey. All Rights Reserved. |

© 2014 BIA/Kelsey. All Rights Reserved.

Marketing

This all happens on two levels…

Service & Support • Driving call - based leads• Optimizing inbound call

routing• Tracking ROI• Iterating campaigns using

call data

• Call Center Management• Rep/CSR Training• Call Routing • Quality control (i.e. reducing

hold times)

19© 2015 BIA/Kelsey. All Rights Reserved. |

© 2014 BIA/Kelsey. All Rights Reserved.

Trend #1Marketing is Becoming more Empowered and Independent

Why is this Important…?

“Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon. In fact, Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.” --Forbes

20© 2015 BIA/Kelsey. All Rights Reserved. |

© 2014 BIA/Kelsey. All Rights Reserved.

Trend # 2 Cloud/Saas Products are Enabling this Shift

“Saas products delivered in the cloud will empower marketers to have more purchasing power and not go through the red tape of the IT department. It also democratizes previously-unavailable capacity to small businesses, given a low barrier subscription service that can scale up and down as needed… as opposed to capital requirements for on site technologies, servers, etc.” -- Mike Boland, BIA/Kelsey 2015

Why is this Important…?

21© 2015 BIA/Kelsey. All Rights Reserved. |

© 2014 BIA/Kelsey. All Rights Reserved.

“How?”

Given the What and Why…The Remaining Question:

Call Tracking 101

Businesses Need Phone Calls

Where Are Calls Coming From?

Do we know where are calls coming from?• PPC• SEO• Direct Mail• Billboards

Are They Working?

How do you know which marketing channels are working?

• Google Analytics doesn’t report on phone calls

• Customers misreport

Call Tracking Benefits

DNI Email Offline Timeline

Call Tracking Benefits

SimulcallSchedule Attribution

Ready To Start Tracking Calls?

Scenario 1:

Not Currently Tracking Calls

(you should)

No Call Tracking

Set Up Call Tracking Today…

• For Your Business• Your Clients’ Businesses

Get Started

1. Sign up2. Install tracking/DNI script.

Send this to your developer to get started

Where To Use?

• Local SEO• Click-to-call• Offline

SEO & Call Tracking

NAP Consistency:

Use the same tracking # for all LBLs

Want to keep your number? You can transfer it to a call tracking provider

Mobile Click-To-Call

Call Directly From Ads

Main Benefit VS Google/Bing• Recording• Reporting

Offline Marketing Channels

• Direct Mail• Company Vehicles• Billboards• Yard Signs• Radio• TV

No Keyword Call Tracking

Scenario 2: Currently Tracking Some Calls

Not able to see which keywords are driving calls from PPC.

Case Study: Problem

I could see at least 50% of leads from PPC were phone calls

Some locations were getting over 70% calls vs web forms

Case Study: Problem

Optimization & recommendations based on incomplete data

You can’t optimize AdWords on CTR

Case Study: Solution

Implemented call tracking to the keyword level

We could see exactly what was driving that 50%+ of leads through the phone

Case Study: Set Up

Create Keyword Tracking Pools

• A group of phone numbers that rotate based on the active users on your site

Case Study: Set Up

Integrate call tracking software into Google Analytics

Case Study: Set Up

Create Goals Based On Call Events

Case Study: Set Up

Import Analytics Goals into AdWords

Case Study: Results

Cost Per Lead: 3x Lower

Without additional optimization

Case Study: Results

Calls > Forms

Attribute higher value to phone calls

Optimization based on lead value

Bonus

Provide More Value To Our Clients:

• Reporting Dashboard• Email Notifications• Whisper Messages

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Thank You! Questions?

www.callrail.com