5 STEPS TO SUCESFULL CALL TRACKING

TABLE OF CONTENT

1 THE HISTORY OF PHONE NUMBERS PAGE 3

4 CONCLUSION

5 FUTURE OF CALL TRACKING

6 ABOUT US

2INTRODUCTION: WHAT IS CALL TRACKING?HISTORY................................................................................................................................4HOW IT WORKS..................................................................................................................4WHY USE IT? KEY BENEFITS.........................................................................................5

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5 STEPS TO SUCCESSFUL CALL TRACKING1. START WHERE YOU SPEND........................................................................................62. FREE STUFF IS NEVER REALLY FREE.....................................................................63. BEYOND JUST PHONE NUMBERS........................................................................ .74. MEASURE........................................................................................................... ............ 85. MAXIMIZE............................................................................................................ .......... 9

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LOCAL NUMBERPORTABILITY

Hello

HiJohn

1 2 3 Originally, phone numbers had one, two or three digits only.

1 2 3

feared the town’s 4 operators would become ill and suggested numbers be assigned to the 200+ telephone subscribers so that temps could be trained more easily.

in

Lowell,

Massachusetts

can be attributed to the measles epidemic.

Mechanical direct-dialing of numbers became the norm.

Previously, most urban areas had “exchanges” of two letters, followed by numbers.

Exchanges became the �rst 2 digits of the phone number and were tied to a speci�c geograph-ic location.

Michael Corleone asks an operator to connect him with Long Beach 4-5620, presumably the number for the main house on the Corleone compound.

telephone numbers were invented, they were short & were given orally to a switchboard operator.

A toll-free service was introduced in the United States by AT&T as an alternative to collect calling and to reduce the need for operators.

Forever ingrained in our hearts and mostly our minds, this song led to many customers who actually had that number receiving a plethora of un- wanted calls.

Tommy Tutone released the hit song "867-5309/Jenny".

This meant that toll-free numbers are not associated with a particular telephone carrier such as AT&T or MCI.

FCC mandated 8 0 0 - n u m b e r portability.

First FCC mandated Local Number Portability among wireline carriers.

Calls placed to these hosted phone numbers are seamlessly forwarded to any existing number.

FIRST USE OF NUMBERS

STRICTLY NUMERIC

TOLL-FREE

DIRECT DIALINGDr. moses greenleyparker

A SONG AND A NUMBER

TOLL-FREE PORTABILITY

867-5309/JENNY

THE HISTORY OF

PHONE NUMBERSCentral, pleaseconnect me to...

WHEN

18791879 19201920

19601960

19671967 19821982

19971997 19931993

800800

559

20082008 HOSTEDNUMBERS WAS LAUNCHED

To sell telephone numbers

EXCLUSIVELY3

Thanks forcalling Bob’s

Chef Supplies...How did youhear about

us?

Traditional call tracking was viewed as unreliable because it was mostly anecdotal, but preceded web analytics by more than a few decades.

Companies now o�er local and toll-free numbers that are designed speci�cally to help marketers capture this valuable tracking information.

Purchase a unique call tracking number and place it in youradvertisement.

When a customer dials the number…

Hosted Numbers captures call data and forwards the call seamlessly.

Call immediately routed to preferred location.

View reports that show call volume for that ad.

Great, thanksfor being a loyal

customer andresponding to

the couponwe mailed you.

I just sawyour ad on TV

for outdoorgrills.

USING UNIQUE PHONE NUMBERSFOR CALL TRACKING

Introducing hosted numbers

CALL

1

2

3

4

CALL5

History How it works

DATA CENTERDATA CENTERDATA CENTERBlah, blahblah, blah

blah, blah...

INTRODUCTION:

WHAT IS CALL TRACKING?

800-226-8751

BOB´S CHEFSUPPLIES

800-226-8751

800-226-8751

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Most marketers would agree they would rather hear the phones ringing. Why? Most landing pages convert only 2-10% of total visitors. While phone call conversion rates can approach 80%. Sixty-three percent of people complete their purchase o�ine following their search activity. Forty-six percent of people who conducted local online searches resulted in a phone call to a business. There are so many other stats to support this assertion. And yet more emphasis is placed on having more sophisticated tracking on web visitors than what is causing the phone to ring.

Call tracking should be integrated into all marketing e�orts because it is a critical component of campaign management. Without call tracking, campaign e�ectiveness data is incom-plete and worse… misleading.

Hopefully we have laid out a good case for integrating call tracking into all your analytics NOW. But the truth is, it becomes increasingly important as more online marketing shifts to mobile.

There are currently 6 billion mobile subscribers worldwide. This equals 87% of the world’s population.

Mobile ad spend was $3.3 billion in 2011 and projected to be $20.6 billion in 2012.

Mobile search is growing... 1 in 7 searches now originate from a mobile device.

52% of all mobile advertising leads to a phone call.

61% of mobile searches lead to a phone call.

world´s population are mobile subscribers

PHONE CALLCONVERSION RATE

PEOPLE THATCOMPLETE THEIRPURCHASE OFFLINE

MOBILESUBSCRIBERS

MOBILE advertisingis growing

Mobile advertisingdrives phone calls:

Mobile adspend($ billion)

2011 2012(estimate)

We do search engine marketing campaigns for Hosted Numbers on number porting keywords (taking your phone number with you to another provider). This ad group always generates clicks, but no online conversions. We considered reducing the bids on these keywords and even eliminating this ad group entirely. Then, we looked at the call volume associated with this ad group (because we assigned a unique phone number for this ad group and used dynamic number replacement to display the same phone number on our website when people clicked through to our site) and were pleasantly surprised at how high it was relative to other ad groups. We quickly

realized that number porting was a high touch process and didn't lend itself to online conversions. Customers often called to understand the porting process and were converted in a phone call. That ad group alone was more valuable to the bottom-line than 10 others combined. Thank goodness we dug a little deeper before ending it.

87%

20.6

3.3

With the shift to mobile, soon online ads will drivemore calls than clicks.

BOTTOMLINE

A PHONE CALL IS FAR MORE VALUABLETHAN CLICK

WHY USE IT? KEY BENEFITS

CASESTUDY

80%

63%

5

It sounds simple and it is! Identify where you are spending the majority of your ad budget and start there. If you are not using unique phone numbers in adver-tisements where you are spending the most, then you are missing out on a huge component of advertising respondents. Even worse, you are proba-bly wasting money on advertising that is not e�ective. Every paid ad should have a unique phone number. If that isn't feasible based on budget, then assign a unique phone number to each channel or medium (email, banner ads, SEM, etc.). You can't improve what you don't measure!!

“By cutting ine�ective ads, I saved $1,200 in 2011 and $6,000 so far in 2012. I have been using Hosted Numbers now since 2010 and highly recommend them to anyone who wants to track where their business is coming from in real-time, moni-

tor those calls for true source and e�ective-ness, and make smarter marketing decisions.”

Bryan Jamison, Allstate Agent www.allstateagen-cies.com/BryanJamison

Things like social media marketing, PR, and a�liate marketing might not show up as a marketing line item, but they take up time and other resources that could be diverted to more fruitful pursuits. Identify additional areas that drive revenue, exposure, or web tra�c. Assign unique phone numbers to these things as well. You might be overjoyed to �nd out that the guest blog you have been posting on an a�liate's site is driving a ton of phone calls to your company.

Businesscards

Socialmedia

channels

E-mails Newsletters Coupons

Website Brochuresand mailers

Promotionalitems

Classi�ed/Craigslist ads

Better BusinessBureau, Chamberof Commerce, orother directories

of ad spending is wasted on leads that do

not convert.

START WHERE YOU SPEND

assign a unique phonenumber to each medium

1

Free stu� is neverreally free2

NAME

SALE!- 30%

www

@ NEWS

EXPERTS SUGGEST

5 WAYS TOSUCESFULL CALL TRACKINGSUCESFULL CALL TRACKING

5 WAYS TO:

76%

6

places to put unique numbers you might have overlooked:10

7

Advances in call forwarding allow you to:

Call tracking companies have features to announce the call before it is connected based on the phone number dialed. These features play a short message when the phone is answered but before the call is connected to let your sales team know exactly which ad that caller is responding to.

Dynamic number replacement (DNR) is a recent advancement that allows the phone number displayed on your website to change dynamically based on where a person clicks through from.

For example, you have a banner adver-tisement with a phone number in it. But what if someone clicks through to the site before calling? With DNR, the same phone number in the banner ad will display throughout your site. This way if the website visitor then decides to pick up the phone and call, you can now trace that call back to that speci�c banner ad based on the number they dialed.

Set up call forwarding schedules based on time of day or day of week parameters.

Mike’s Pizzeria ran an o�er in Sunday’s coupon section of the newspaper for free breadsticks with an order of their “Gamed-ay Special”. They used a speci�c phone number on that coupon.

When someone calls that number and Mike’s Pizzeria answers, they hear “This caller is responding to the Gameday Special Coupon.”

Route ad response calls directly to a particular sales rep to avoid a front-end recorded menu tree to reduce call abandonment.

Forward calls to ring to several loca- tions (o�ce, then home, then cell) before dropping the caller in voicemail to avoid mis- sing those important ad response calls.

Route calls based on geographic ter- ritories.

Queue calls so that if one sales person is on a call, it rolls to next sales agent until the call is answered.

Thanks forcallingMike’s

Pizzeria

I see you arecalling about the

o�er for free breadsticks with the Gameday Special.

Will this betake out ordelivery?

WEBSITE

If you are spending money on online advertising, DNR takes your call tracking analytics from a �ashlight to a laser beam!

Beyond Just Phone Numbers…powerful features that drive additional insight value3

the past few years, giant strides have been made in honing tracking techniques beyond just unique phone numbers.OVER

DNR

SourceRingtones

Dynamic NumberReplacement

Advanced CallForwarding

Call tracking gives accurate, real-time campaign e�ectiveness data.

Measure: Call Reporting4

Track leads back to the source by the number they called. Call reports make this task very easy. Name phone numbers to make reports even easier to read. For instance, you use one phone number for all your lead nurturing email campaigns. Name that phone number “Leads Email” so in reports you can see how many calls your lead nurturing email campaigns are driving.

The average customer experiences 3.8 ‘touches’ from a company before they purchase.

Call reports give valuable information on your callers beyond just the number they call from. Use area code and city/state information to �nd out where callers are concentrated. Hone your geo-targeted marketing to capitalize on areas that are responding to your ads.

Peak call times

Get insight into when calls come in. Was there a spike after that new radio spot aired? Is there a large volume of calls during hours you didn’t antici-pate? Call times can provide insight into campaign e�ectiveness and workforce planning to accommodate callers.

Scheduling

Avoid logging in to pull call data. Schedule reports to email the data at regular intervals and begin to make it a part of regular campaign tracking.

AnalyticsIntegration

Integrate your call data with your web analytics to view clicks along-side calls. Get the full picture of ad response rates without having to look at two di�erent reports.

Missed calls and hang ups don’t have to mean lost sales opportunities. The percentage of people who leave messages for businesses hangs around 8%. With the call reporting details, it is easy to identify people who contacted your business but hung up or didn’t leave a message for proper follow up.

Call duration

This is a big indication of lead quality. The average length of a sales call is ~3 minutes. If a campaign is driving a high number of calls that are short in duration, then they are most likely unquali�ed, low quality leads. Revisit these ads to review content and target market.

of online interactions eventually lead to a phone call.

MISSING

REWARD$$

Lead source Call result

Caller info: phonenumber, city, state

EXPERTS SUGGEST 60%

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Integrate call tracking data into your core metrics. You are tracking online leads generated from web contact form submissions, content downloads, webinar registrations, etc. This report should include phone leads as well.

Application Programming Interfaces (API ) are a mechanism for providing web-based, programmatic access to data and functions that would other-wise be inaccessible.

Integrate call tracking into your core systems so it becomes part of your everyday toolkit. Ensure sales and marketing alignment by integrating call data with your CRM. Easily track sales back to the sources. Give your sales team visibility into lead source so they can see which ads are driving sales.

When someone visits your website and does not convert, they are, in essence, “gone for good.” The same goes for calls. Sales people fail to capture contact data 85% of the time. With call tracking in place, many providers give you the ability to access advanced demograph-ic data on callers beyond just their name, phone number, and address. This information can be leveraged for remar-keting and expanding your marketing database.

Lead Capture& Nurturing

Call Recording

Call recording gives you great insight into the quality of your leads, ad content, intended target market and training opportunities for your sales team.

Earlier we mentioned call duration was an indicator of lead quality. Use call duration as a way to indicate which calls to listen to. If a campaign has lower than average call duration, listen to some calls and get a feel for whether the caller actually understands your messaging and is in the target market you are trying to reach.

If a campaign has higher than average call duration, listen to those to identify if callers are confused by the content and need more explanation.

Use call recordings as training aids or a way to identify training opportunities with your sales team. Advertisements might be driving a ton of phone calls that don’t convert. After listening to a few calls, it may become apparent that the sales team is not handling the calls e�ectively.

Integrate call data with coresystems: API

Name, Phone Number, Full Address

Age, Gender, Ethnicity

Occupation, Education Level

Marital Status, Children

Interests

Estimated Income

Own Credit Cards

Own vs. Rent

Dwelling Type (Single/Multi)

Length at Residence

Home Purchase Date & Price

Mortgage Amount & Type

Lender Name

Re�nance Date, Amount, Loan Type

Re�nance Lender’s Name

Estimated Current Home Value

Integrate call datawith core processes

Say you wanted to down-load your Hosted Numbers call data each night and import it into an in-house CRM package. Without an

API, there would be no way to access the call data without logging in to your my.hostednumbers.com, downloading your call data to a CSV �le, and importing it manually – over and over, every day. With an API, you could write a program to do all this for you automatically.

Hello, may I

help you?

Yes,I want

to know...

Hello?Hello?

Maximize: Use Info to BuildMore E�ective Campaigns5

Our Caller Insight feature provides the following data points on callers when available:

of companies have no process for reengaging

and nurturing leads. EXPERTS SUGGEST 73%

CASESTUDY

measure cost-per-click, cost-per-acquisition, revenue-per-lead, etc. Why not cost-per-call

YOU

9

Start by looking at your budget and assigning unique phone numbers to major line items. Then, take a look at your (and your teams’) time and identify areas where signi�cant e�ort is devoted and ensure phone numbers are assigned to these initiatives as well. Once you have completed these steps, look at additional features that might drive more insight into campaign e�ectiveness. These features, when con�gured at the beginning of your campaigns, can derive signi�cant value. Dynamic Number Replacement is key to properly tracking online advertising. Scheduling calls to forward on sched-ules that match your business needs from the beginning can streamline your communications. Setting ringtones so sales and customer service teams know immediately which ads are driving calls can create alignment in sales and marketing goals.

Now that you are all set up for success, take the time to look at the information this rich, new source is collecting. Call reports give real-time campaign e�ectiveness data that can guide your content creation, lead nurturing, remar-keting, sta�ng, etc. Schedule reports to come to you at regular interval, and block time on your calendar to review them.

Put this new data to good use right away! Integrate it into your systems and processes so it becomes an everyday part of your toolkit and metrics. Use tools like caller demographic data and call recording to further enhance your lead capture and nurturing e�orts.

CONCLUSION

WALUABLE CALL DATA IS WAITING TO BE MINED TO INCREASE CAMAIGN EFFECTIVNESS AND OVERALL ADVERTISING ROI

START NOW

APPLY ASSESS ADJUST

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Advances in CRM, campaign tracking, and call tracking integra-tion will allow for a screen to pop as the phone is ringing. This screen will display the speci�c advertisement a person is responding to so the sales rep answering the call can respond to the callers’ interest speci�cally.

Voice communications should be as integrated, searchable, and accessible as written. With advances in speech recognition and speech-to-text transcrip-tions, tagging calls with product info, stage of buying cycle, sentiment, etc. can make call reporting and lead nurturing much more e�ective. One step beyond manual tagging is keyword spotting where you can search call transcriptions for purchase indicators like “sign up” or product information like “local phone number in NYC.”

CALL TAGGING AND KEYWORD SPOTTINGFOR BUSINESS INTELLIGENCE

Manual post-call surveys to determine buyer readiness and lead quality are already in existence. Imagine a program that handles this automatically. A program run by arti�cial intelligence that can score the lead and schedule appropriate lead nurturing according to the actual call.

LEAD SCORING AND REMARKETING

Soon demographic information on callers will be available in real-time so as a sales person is on a call with a prospect they can have insight into that person’s education, income, interests, household size, etc., while conducting the call.

CALLER INSIGHT INFO IN REAL TIMEAS CALL IS IN PROCESS

DISPOSABLE NUMBERS

Need a phone number for an hour, a day, or a month? Temporary numbers are growing in demand due to privacy concerns. With implementation of local number portability, people are keeping the same numbers longer. Ordering a phone number for a Craigslist ad, to talk to someone you just met at a confer-ence, to enter a contest, for an upcoming event you are hosting, etc. is going to become the norm. Protect your mobile number and prevent unwanted future calls after your interest wanes.

Hello,may I help

you with ourFriday´sSpecialO�er?

ADVANCED SCREEN POPS WITHINFORMATION ON THE SPECIFIC ADA PERSON IS RESPONDING TO

I see you recently purchased a home, are you interested

in adding a line of credit ?

HOT LEAD!Sending promowith discount

o�er now.

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CALL TRACKINGFUTURE OF:

Hosted Numbers SERVICES ARE EASILY CONFIGURED, THERE ARE NO CONTRACTS, AND YOU CAN MANAGE YOUR ACCOUNT ONLINE OR CALL CUSTOMER SUPPORT 24/7.

FOR MARKETING FIRMS INTERESTED IN FULLY INTEGRATING CALL TRACKING INTO THE SERVIC-ES THEY OFFER CLIENTS, Hosted Numbers OFFERS THE ABILITY TO WHITE LABEL OUR services.

WWW.HOSTEDNUMBERS.COMmarketing@hostednumbers.com

automated systems deliver the latest technology like advanced call forwarding, call recording, Reporting, dynamic number replacement, voicemail, and so much more.

HOSTED NUMBERS IS A PROVIDER OF TOLL-FREE, LOCAL, AND VANITY PHONE NUMBERS, CALL FORWARDING AND AD TRACK-

CONTACT INFORMATION:

(800) CAN-TRK1

http://en.wikipedia.org/wiki/Telephone_number

http://en.wikipedia.org/wiki/555_telephone_number

http://en.wikipedia.org/wiki/Telephone_exchange_names

http://en.wikipedia.org/wiki/Toll-free_telephone_number

http://www.contactpoint.com/resources/library

http://www.comscore.com/Press_Events/Press_Releases/2006/03/Online_Impact_of_O�ine_Buying

http://www.webanalyticsworld.net/2006/12/identifying-solving-client-pains-part_17.html

http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/

http://www.ingenuitydigital.co.uk/News/google-61-of-mobile-searches-end-in-a-phone-call-1804.aspx

http://searchenginewatch.com/article/2066193/Consumers-Head-Online-for-Local-Business-Information

http://atlassolutions.com/insights

http://www.marketingsherpa.com/data/public/reports/special-reports/OPEN-SR-12-Email-Summit-2011.pdf

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