Leveraging Call Intelligence for Marketing Domination - Three Day Blinds

Dan WilliamsCRO

• Custom window treatments for the home• In-home purchase only, no ecommerce or retail• Provide design, measurement, support &

installation

@Invoca #OmniMasters

Marketing Challenges

• Higher ticket considered purchase• Not a consumed product • No retail stores• No ecommerce• Not nationwide


How we get there… consistent and seamless path to conversion

Siloed data and consumer experience

• No Integrated visibility

• No consistent messaging over different channels – bifurcated communication

We know the consumer Path (once consumer reaches out to us)

• We have clean messaging over email and display

• We have customization (Segments & Personal)

360 degree view, fully integrated

Integration beyond digital – Drawing on the power of our new segmentation

• Direct Mail• Call Center

Where we are Where we’re goingWhere we were


Customer path to purchase: Research & Prospecting

Generic Search Query

Targeted Banners

Acquisition/Prospecting Email

Video Prospecting

Facebook & Instagram

Ads


Customer path to purchase: Branded Experience

Step 1

If only step one of the form was completed, we will

then retarget with banners & email promotions

Branded Search Query

Thank You

Step 2


Customer path to purchase: Remarketing/Retargeting:

Retargeting with Blinds Images Opt In- Local &

Product Email Promotions

FB Ads Retargeting with Blinds Offer


Technology powering this customer journey


Technology powering this customer journey


NeustarSitefinityQLIK BI

SEMAdmixt/FB

ProspectingTurn – Prospecting

Bid Mgmt TechInvoca

Google AnalyticsTealium Audience

StreamIconosquare

Conversion Logic

NeustarDatalogixOptimizely

MS Dynamics CRM – Lead capture

InvocaTealium

MitelMarketo

Crazy Egg

Marketo/ESPTurn – Retargeting

FB RetargetingGoogle Retargeting

CriteoMS Dynamics –

Confirmation emails & Surveys

PFLGoogle Analytics

DRIPSTrustpilot

ExtoleConversion Logic

Pre – Lead Capture

During – Lead Capture

Post – Lead Nurturing

70% of all 3 Day Blinds appointments are scheduled over the phone!

Consumers prefer to call to schedule an appointment, vs. using the online scheduler.


• We use a dedicated phone number for every touch point the consumer has with us, utilizing Invoca & our internal lead ID matching system, each session is tied to a lead.

• With Dynamic Phone Insertion, every time a consumer sees an ad, or clicks through, a dedicated unique phone number track s the engagement from call all the way to sale with unique lead ID

• That lead ID is used in every engagement with that individual consumer from the moment they call us.

Attribution: Closing the online to offline loop

Session is tied to lead

Phone # is dynamically

assigned to each session

Lead is tied to Sale


leads, sales come from call only campaigns

Invoca provides the visibility to measure and optimize paid search calls and revenue

17%

Sales come from calls

43%48%

Total leads com from calls


of appointments come from calls

3 Day Blinds measures and optimizes calls from Facebook:

15%17%of sales come from calls


3 Day Blinds Best Practices

Holistic View: Build a foundation: Process, Procedure & Culture• Analytics – Connect first and third party data to inform decisions• Attribution• Consumer path knownAsset Management• Asset integration with messaging is key – be concise and consistent• Set clean brand guidelines• Sequencing & customizing your communication to the consumer

experienceVisibility• Understand how the customer chooses to interact with you, you need to

know last touch before you can know top funnel• Clean data is key – Data management is vital to the success of a campaign


Workshop:What are your marketing challenges?

1.

2.

3.

Leads - the good, the bad, the unqualified.How to drive more good, highly qualified leads?A 360 degree view of customer ROI. How to consolidate customer data from all channels in one place, and leverage this data to prove accurate marketing ROI?

Personalization in an omnichannel world. How to create a personalized prospect and customer experience across all marketing touch points?

What are is your top marketing challenge?

What did we learn?

Recap and final thoughts

Thank you & cheers!

Leveraging Call Intelligence for Marketing Domination - Three Day Blinds

Marketing

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