The 17 Coolest Metrics

We Extracted from Phone Calls in Q1

About Me- Written for Search Engine Journal, DMN,

Mobile Marketer, - Spoken at SMX, LeadsCon, SMSS, SES

Conference- Host of marketing webinar interview series

- LogMyCalls.com/webinar

- Former TV news anchor and reporter- Manage the content strategy for LogMyCalls

McKay AllenContent Marketing Manager

What is LogMyCalls?- Business intelligence and call analytics- Lead scoring and deep analytics for the phone- Conversation Analytics

Global Start-Up Grand Prize Winner- 2500 companies competed- LogMyCalls selected

A River of Phone Calls$73B spend on advertising in 2013 to drive phone calls

64% of direct marketing/local businesses say calls are the best leads they receive

Phone calls from mobile search will top 73B in 2018

TraditionalCall Tracking

Raw # of CallsReferring Source

Keywords (Maybe)Call Duration

Call tracking

STOPS

after the phone rings.

420words spoken each day on business phone calls.

A lot happensafter the phone rings.

BILLION

Conversation AnalyticsBusiness intelligence for the phone.

Conversation AnalyticsConversation Analytics tells you what happens ON the call.

Call IndicatorsConversation Analytics Engine

Call Conversation

The Q1 Call Report- Millions of call segments

analyzed in Q1 – every single call

- Dozens of industries- Data analyzed by Conversation

Analytics engine- Compiled by the LogMyCalls

data team

Lead Scoring- Calls analyzed for lead

quality- Lead scoring for phone

calls- Assigned scores from 0-

100- ‘Great’ Leads – 80-100- ‘Good’ Leads – 60-80

Missed Opportunities

- Missed Opportunities – Good or great lead that didn’t buy

- Variety of factors: sales skills, pricing sensitivity, confusion, agitation

- Alerts and notifications

Ask for the Business

- A direct invitation for the caller to become a customer

- Examples:- ‘We have an opening at 2:00. Can we get you set

up?’- ‘Why don’t we go ahead and reserve the room?’

Conversion Rate- Conversion:

Appointment Set, Sale Made, Reservation Made, Commitment to Buy

- On 29% of the calls analyzed, one of these things occurred

- What’s your conversion rate?

Conversion Action- Appointment

- Dentist, doctor, tire, auto, plumber, HVAC

- Commitment to Buy

- SaaS, BtoB, big ticket

- Reservation Made

- Hotel, spa, rental car, equipment

- Purchase Made- Subscription, CC

info

Call Length

- Vary widely dependent on industry- Accuracy of Conversation Analytics

- Average phone call - 528 words- Average Siri inquiry – 6 words

The Elements of a Converted Call

- Millions of call segments analyzed in the first 4 months of 2014

- Dozens of industries- Data analyzed by

Conversation Analytics engine- What happens on a converted

call vs. a non-converted call?

- Calls in which there was a conversion event are longer

- Varies dependent on industry- Questions, lead quality, politeness - EFFORT

- Remember the data from the previous infographic: - Asking for the Business makes a caller

10.4 x more likely to buy- And yet…87% of the time, agents don’t ask

for the business

- Lead quality matters…but not as much as other things

- Formula for converting 80% of your calls – 8 of 10- Compliment – Agent compliments caller

- Politeness – Agent is basically polite to caller

- Acquired Address – Agent gets caller’s address (even city or state)

- Acquired Name – Agent gets the caller’s name

- Acquired Phone Number – Agent gets the caller’s phone number

- Sales Inquiry – Caller’s not asking for directions or dialing the wrong number

- Ask for Business – Agent asked directly for the business

- Ownership Language – Agent used ownership language – ‘I can help you with that’ or ‘You’ve called the right place.’

- Determine Needs – Open-ended questions

Calls: A Fertile Field of Data45 Cool Analytics We Extract from Phone Calls

- A comprehensive of list of every piece of data we can extract from phone calls

- Data that will improve your conversion and close rates

Case Study: Grand Lucayan- Problem

- Spending millions to market across Eastern seaboard – ATL and Carolinas

- Not tracking conversion rates

- Solution- Track conversion rates by zip code

and area codes- Tracking conversion rates – improved

157% in 6 months- Close rates up from 7% to 18%

Case Study: NES

- Problem- Integration with property

management and lead management SaaS

- Provide clients value and data: CPL, Traffic to Appointment, Cost Per Lease

- Solution- Missed Opportunity notifications- Bundle via API – ‘Wow factor’ - Close rate data

Case Study: Money Mailer

- Problem- Losing clients because of

inability to show ROI, conversions, and revenue

- Not tracking Missed Opportunities for clients

- Solution- Implementing across national

franchises- Saving 4-5 clients per

franchise/month- Improving clients’ revenue

- Receive alerts for Missed Opportunities

- Append lead scores to CRM records

- Create nurture campaigns based on conversion

- Track conversion rate- Track sales performance of

agents- Webhooks and API

Conversation Analytics: Use Cases

- 30-Day Trial of Conversation Analytics

- Start tracking data- Start automating actions

via the API and Webhooks

Action Items

- mallen@logmycalls.com- Twitter: @mckaysallen- Webinar Series

LogMyCalls.com/webinar

Contact Me

McKay AllenContent Marketing Manager