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Online to Offline Measurement: Call Tracking and Beyond

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YMARKETING EXPERTISE

MEASUREMENT & ANALYTICS

RESEARCH & STRATEGY

SEARCH ENGINE MARKETING

MEDIA PLANNING & BUYING

SOCIAL MEDIA MARKETING

CONTENT MARKETING

MOBILE MARKETING

USER EXPERIENCE & DESIGN

CRM & EMAIL

TECHNOLOGY & DEVELOPMENT

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UNDERPANTS GNOMES

Anyone remember this business?

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GNOMES BUSINESS MODEL

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QUESTION?

“Why do most companies that I speak with not have a clear online to offline measurement plan in place?” -Myself

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ANSWER!

For most companies, this is a complete change in culture, process, and accountability… much easier said than done.

OFFLINE TO ONLINE MEASUREMENT: CALL TRACKING AND BEYOND

OCMA

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Smartphone Adoption in America The Value of Phone Leads Call Tracking Technology CRM Integration New Call Tracking Features Call Data for Better Management and Reporting Use Case

PRESENTATION OVERVIEW

1.0 2.0 3.0 4.0 5.0 6.0 7.0

SMART PHONES: MORE THAN JUST SELFIES?

OCMA

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U.S. SMARTPHONE ADOPTION

190,450  213,840  

239,200   261,000   276,000  

2013   2014   2015   2016   2017  

Smartphone  

63%  72%   80%   87%   92%  

Share  of  Mobile  

64% of Americans own

smartphones today.

276 MILLION smartphones in the

U.S. by 2017.

92% of all mobile phones will be smartphones

in 2017.

Source: BIA Kelsey (2013)

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Search  

• 50%  of  all  searches  are  now  on  mobile  

devices.    

Social  

• 71%  of  users  access  social  media  from  a  mobile  device.    

eMail  

• 65%  of  all  email  in  the  U.S.  gets  opened  on  a  mobile  device.    

Web  &  Video  

• U.S.  adults  spend  34  hours  

a  month  browsing  Internet  on  

mobile  devices  vs.  27  hours  on  

PCs.  

TV  

• 84%  use  their  mobile  devices  while  watching  

TV.    

Print,  Radio        &  DM  

• 91%  have  mobile  devices  within  arm’s  reach  24/7.    

IMPACT ON MARKETING CHANNELS Source: Merkle/RKG, 2015, Adobe, 2013, Movable Ink, 2013, Nielsen, 2014

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GOOGLE SEARCH: DEVICE PROJECTIONS

•  Mobile began to surpass Desktop queries in Q2 2014

•  Google expects this trend to continue

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GOOGLE SEARCH: DEVICE PROJECTIONS

•  Another look at the projected increase in Mobile traffic according to Google

•  It inversely mirrors previous data

PHONE LEADS VS. WEB LEADS OCMA

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MORE CALLS IS GREAT NEWS

•  66% of sales managers rate phone leads as good or excellent, more than any other lead type

• Calls convert to revenue 10x more than web clicks

•  It’s why U.S. business spend $68 billion a year on ads to drive calls

Source: BIA/Kelsey (2013)

38.4% 38.7% 26.1% 28.7%

19.2% 15.8%

28.0% 19.5% 28.0% 15.0%

9.5% 9.7%

66.4% 58.2% 54.1%

43.7%

28.7% 25.5%

Good Excellent

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The  Eme  when  you  acEvely  looked  and  researched  your  

purchase.  

30% 52%

62% 40%

HIGH PURCHASE INTENT

• Marketers that don’t make it easy for consumers to call will lose out to competitors

• 47% of mobile searchers said they would “explore other brands” if they didn’t quickly find phone numbers

Percent who find it extremely/very important to be able to call the business during each phase of decision-making

Source: Google (2013)

InspiraEon   Research   Purchase   Post  The  Eme  when  you  realized  you  

needed  to  purchase.  

The  Eme  when  you  purchased.  

Any  behavior  you  may  have  

parEcipated  in  aPer  you  purchase.  

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CLICK TO CALL VS. WEB FORMS

Which is easier?

OR

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CLICK TO CALL VS. WEB FORMS

Is mobile click-to-call posed to replace mobile websites?

Which is easier?

CALL TRACKING TECHNOLOGY OCMA

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MAJOR PLAYERS

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CALL TRACKING ATTRIBUTION

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INSIGHTS PROVIDED

•  Channel Source •  Campaign Source •  Last URL Clicked •  Call Location •  Incoming Number •  Call Duration •  Date •  Time of Day •  Call Recordings •  Keywords •  Raw Search Terms

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CALL ATTRIBUTION FOR SEARCH

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CALL ATTRIBUTION FOR SEARCH

•  Track each call back to the keyword search, ad, and website that drove it

• Optimize campaigns for what’s driving calls

• Get credit for every call and sale

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CALL ATTRIBUTION FOR EMAIL

CRM INTEGRATION OCMA

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TRACK CALLS THROUGH THE FUNNEL

•  Integrate call data and web data in your CRM to follow leads from content through the sales cycle to revenue.

• Prove ROI by proving how every marketing channel is generating revenue.

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CUSTOMER LIFECYCLE TRACKING

1 2 3 4 5 6 User performs keyword search on mobile device.

User clicks-to-call from search results or your website.

Track calls and click IDs in call analytics and bid management platforms for real-time attribution.

Automatically create and populate CRM records for new phone leads; track through to a sale.

See which keywords drove calls vs. clicks (and sales!) in DoubleClick or other bid management platform.

Optimize for the keywords that are driving calls and revenue.

NEW FEATURES OCMA

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SETTING EXPECTATIONS

New features come out all time. Testing can feel like the wild, wild west.

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TAKE ADVANTAGE OF CALL EXTENSIONS

Google call extensions drive billions of calls each month.

Failing to track these callers creates a critical blind spot.

Eliminate this blind spot with accurate keyword-level call attribution for Google

call extensions.

•  70% of searchers call directly from ads

•  Ads with call extension see 8% higher CTR

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DISPLAY MULTIPLE CALL TRACKING NUMBERS

How Multi-location Call Tracking Works

•  Website lists unique phone numbers for different stores, offices, or services on the same web page

•  SourceTrak displays unique, trackable numbers for each one

•  Calls to any number are attributed to the right marketing source and routed to the correct location

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MULTIPLE DOMAIN TRACKING

The same trackable phone number follows a lead as they browse back and forth from your main website to any special landing pages or microsites.

MORE DATA = BETTER MANAGEMENT & REPORTING

OCMA

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BETTER MANAGEMENT

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DIGITAL INTELLIGENCE

All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)

DATA VISUALIZATION

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DIGITAL INTELLIGENCE

All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)

DATA VISUALIZATION

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DIGITAL INTELLIGENCE

All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)

DATA VISUALIZATION

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DIGITAL INTELLIGENCE

All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)

DATA VISUALIZATION

USE CASE OCMA

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YAMAHA NEW TRACKING METHODOGY

•  Paid Search Location Extensions •  Dialogtech Landing Page Phone Tracking •  Google’s “In-store Conversion Tracking” (Beta)

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#1: PAID SEARCH LOCATION EXTENSIONS

Added all Yamaha dealership locations to our PPC campaigns… so now Google attempts to serve up the nearest dealership contact info in search results

Mobile Desktop

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Measure how many Google searches led to “Get Directions” – indicating a map has been pulled up on the user’s device, another valuable close-to-sale action

#1: PAID SEARCH LOCATION EXTENSIONS

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#2: MONGOOSE PHONE TRACKING

•  Replaced dealership phone number with rotating bank of dynamic toll-free numbers

•  Tracks number of calls made from desktop, “dealer locates” and mobile click-to-call

•  Calls automatically re-directed to dealership main phone number, so no change in customer experience

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#3: IN-STORE CONVERSION TRACKING

•  Approved to take part in a Google Beat Test where In-store Conversion Tracking Links will be enabled in Paid Search ads

•  This links will allow identification of searchers that visited a dealership within 30 days of their query

•  Tracking available even if the user did NOT submit online or via a phone lead

•  Dealership locations upload into Google’s location system

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#3: IN-STORE CONVERSION TRACKING

•  Google creates geo-fence around all dealership buildings

•  Google determines a store visit based on user proximity to the dealership location on Google Maps from users that have Location History activated on their Apple or Android smart phones

•  This tracking pulls in all paid search ad clicks across all devices (smart phones, tablets and desktops) and across all campaign types

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YAMAHA TOTAL LEADS

Total Online Form + Call Leads Per Month

TAKEAWAYS OCMA

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•  Centralized call center – if possible ―  More Visibility ―  Manage the sale ―  Don’t rely solely on location manager

•  Platform integration ―  CRM ―  BMP ―  Tie back to sales

•  Utilize a call tracking vendor, have your agency evaluate the right fit •  Test which features work best for your business (not all of them will!)

SUMMARY

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DON’T FOLLOW GNOMES BUSINESS MODEL

THANK YOU! Paul Velten paul.velten@ymarketing.com m: 323.803.9594