best practices for measuring the value of the mobile lead
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Smx West 2014 Session #Smx #24C - Measuring The Mobile Marketing Leadpresentation Best Practices For Measuring The Value Of The Mobile Marketing Lead By John Busby @Johnmbusby Of MarchexTRANSCRIPT
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Measuring The Mobile Lead
John Busby, SVP Marchex Institute
March 12th, 2014
@johnmbusby @marchex #smx #24c
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On our smartphones, measurement isn’t
confined to browser & app history
@johnmbusby @marchex #smx #24c
RING RING
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Actually, phone calls are the most common
response to a mobile search
1 Google Mobile Data
2 Kelsey Study 2010
http://www.google.com/think/research-studies/click-to-call.html@johnmbusby @marchex #smx #24c
65%of businesses value calls
the most over other
advertising outcomes
2
62%of consumers call a
business from a local
search, the most over
other outcomes
1
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Example of pull quote messaging
Mobile bookings [for online travel agencies] will
account for 29% of the OTA market by 2015,
compared with 27% for the total online market.
And those numbers may actually be
conservative. Mobile booking numbers for
hotels don’t include smartphone owners who
use “click-to-call” features that provide direct
phone access to a hotelier’s call center. So for
every hotel booking via smartphone, there
were three or four cases where the user clicked
through to a call center or booked via another
distribution channel.
@johnmbusby @marchex #smx #24c
Report on Mobile BookingsDecember, 2013http://www.travelweekly.com/Travel-News/Travel-Technology/PhoCusWright-report-on-mobile-bookings-shows-rapid-growth/
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Ok, so you’re going
to measure phone
calls…
@johnmbusby @marchex #smx #24c
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There are three general rules of call
measurement
@johnmbusby @marchex #smx #24c
Bonus: Cross-Channel Attribution
1. Put tracking numbers on everything
2. Identify undesirable calls & spam. Block these calls
before they reach the advertiser.
3. Of calls that are answered, understand which calls
are truly valuable.
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Your call tracking number is your tracking
pixel
1-800-GRT-DATA
In mobile, your call tracking should match the sophistication of
your online tracking.
@johnmbusby @marchex #smx #24c
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Dynamic Tracking: How it works
@johnmbusby @marchex #smx #24c
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Why is it important to identify undesirable
calls?
Marchex Clean Call blocked 40 millioncalls in 2013 for Call Analytics clients
0
1
2
3
4
5
6
15%
20%
25%
30%
35%
Calls B
locked
(M
) Blo
ckle
d C
all %
@johnmbusby @marchex #smx #24c
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10@johnmbusby @marchex #smx #24c
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An inconvenient truth: They’re not all sales
calls!
@johnmbusby @marchex #smx #24c
26%
2%
30%
42%Sales Calls
Robocalls & Spam
Misdials
Customer Service
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Hearing a customer purchase over the
phone proves value
@johnmbusby @marchex #smx #24c
For industries with restrictions (legal, healthcare, insurance) use call visualization like Call DNA to show the value.
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And keyword spotting can prove
reservations and why they occurred
@johnmbusby @marchex #smx #24c
Features Correlated with Reservations for Major Hotel Chains
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Bonus: How call data
can inform creative
and help with
attribution
@johnmbusby @marchex #smx #24c
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Who are you reaching? Life stage analysis
*Marchex Call Data (Q3 2013)
*Marchex Call Data from Progressive Campaign (Q3 2013)
Up to $75K Up to 34
INCOME AGE LIFE STAGE
Families
@johnmbusby @marchex #smx #24c
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Age, education & income bands all
contribute to customer value analysis
*Marchex Call Data (Q3 2013) @johnmbusby @marchex #smx #24c
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You can also measure where callers reside
to determine geographic effectiveness
*Marchex Call Data (Q3 2013) @johnmbusby @marchex #smx #24c
1
29
4
6
3
5
8
7
10
7
10
4
8
9
65
3
2
1
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Consumers tweet when they interact with
television…and they also call
*Marchex Call Data (Q3 2013) @johnmbusby @marchex #smx #24c
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A Few Last Notes To
Highlight Call
Measurement
@johnmbusby @marchex #smx #24c
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Male callers stayed on the phone for 7 minutes 23 seconds
Female callers stayed on the phone for 6 minutes 30 seconds
1. In Mobile, Men Are Chattier Than Women
Auto
Bankruptcy
Locksmith
Real Estate
Education
Pest Control
FemaleMale
Source: Marchex, 2013 100,000+ calls from 2012-2013
@johnmbusby @marchex #smx #24c
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Source: Marchex Data 2013
2. Consumers Curse At Businesses in 1 of Every
200 Calls
@johnmbusby @marchex #smx #24c
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Marchex is a mobile advertising &
technology company
=
Patents Granted and
Pending
21Customer
scale
+100K +$130MAnnual Call
Revenue
100MsAnnual Call
ScaleTotal People /
Engineering
400 / 50%
CALLS
@johnmbusby @marchex #smx #24c