How Paychex Uses Phone Call Tracking & Big Data To Optimize Paid Search (Marin Masters New York...
16
ptimizing Marin to Offline Conversions pril 2013 Presented by Jesse Kanclerz - Online Advertising Manager @ Paychex
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Paychex presentation at Marin Masters showing the technical side of how the company integrated phone call tracking technology from Mongoose Metrics to inform paid search bidding strategy in Marin Software. The second half of the presentation discusses the issue of having multiple and disparate data sources internally and the strategy of collating that data into a data management platform to provide marketing reporting + insights in addition to providing improved downstream data to inform paid search strategy for lead generation.
Transcript of How Paychex Uses Phone Call Tracking & Big Data To Optimize Paid Search (Marin Masters New York...
Optimizing Marin to Offline Conversions
April 2013
Presented by
Jesse Kanclerz - Online Advertising Manager @ Paychex
Coy Gupta - Digital Strategist & Analytics @ Paychex
Paychex
One of the largest payroll processors in the US
A leader in the payroll, human
resources, and benefits outsourcing
industry.
Paychex offers a growing variety of
products and services that help
clients successfully run their
business.
Paychex’s customized offerings
serve over 500,000 small-to
medium-sized businesses
Paychex
Digital Search Team
Digital Strategy
& Analytics
Coy Gupta
Paid Media
PPC/Display/Affiliate
Jesse Kanclerz
Payroll Marketing HR Marketing Insurance Marketing
Search
Channel
Experts
Product
Experts
SEO Analyst
Erica Bizzari
Paychex
Complex online advertising goals
Size:
- 6 Accounts
- 500,000 keywords
Extensive Keyword Groups:
- Payroll
- HR Services (PEO, ASO, Handbooks)
- Time & Attendance
- Insurance Services (Group, Workers Compensation)
Complex Sales Cycle:
- Lead -> NSS (Call center) -> Field Sales -> Close
- Average time to close 67 days
Life Before Call Tracking
A Manual, Inaccurate Process
General Web Awareness
Unknown Search Engine
How did you hear about Paychex?
How It All Comes Together
Tracking Pixel, URL Builder, Number Pool and Cookies
1) Insert Mongoose tracking code in website.
2) Add the Mongoose campaign tracking
ID to the Marin URL builder.
3) Paid search visitors are assigned unique call #s
4) A cookie is set to preserve users #
How It All Comes TogetherPhone Call Keyword Details, CSV File
4) When a call occurs Mongoose logs:
-keyword
- search query
- ip address
- location
- source data
5) Daily CSV file with keyword
PRCID and MKWID values sent to
Marin.
3) A visitor arrives on the site from paid search and is
assigned a unique number dynamically inserted on site.
Also cookie is set so on return visits they see the same
number.
The Outcome
Phone Calls As A Biddable Goal In Marin
Quick Wins
Identified underperforming geo's and adjusted bid strategy
Tracking Nirvana A simple use case from a subsidiary
In A Simple World:
Tracking in a Legacy World Overcome Challenges to tie Closed Opportunities Per Phone Call
Our DMP StrategyAggregating disparate data sources for marketing intelligence
DMP meets NetezzaWhat to do about bidding
Data Acquisition
Data Cleansing
Data Transformation
Exploratory Data Analysis
Optimization Models
Predictive Models
Hypothesis Testing
Build Model
Map Keyword Groups
Update Bidding
Customize Boost
Deploy Model
Dealing With Order LatencyWhat to do about bidding
Bid on closet down stream event. For Px =
appointment set within 24 hours instead of
lead.
Extrapolate future sales based off of
observed sales within a 30 day period.
Dealing With Order LatencyWhat to do about bidding
