the ultimate guide to call tracking & lead ......leads to generate the revenue generated by one...

THE ULTIMATE GUIDE TO CALL

TRACKING & LEAD ATTRIBUTION

UNLOCKING THE HIDDEN VALUE OF DNI

• The Power of Calls

• The Power of Text Messaging

• The Power of Attribution in Search

• Bridging the Online/Offline Gap

• Got Data?

• How DNI Makes Marketing Better

• DNI Enables Rich Data

• DNI for Optimization

• DNI for a Custom Experience

• Create More Calls

• Social Media Drives Phone Leads

• Track Leads Even When They Don’t Call

• Click-To-Call and Email: A Natural Match

• Smart Marketers Use DNI for Various Campaigns

• Include Every Call And Text: Benefits of DNI

• Custom Attribution: An Advanced Cost-Saving DNI Solution

BEHIND THE SCENES: HOW DNI WORKS

• How DNI Works

• Flexible Replacement Options

• Flexible Implementation: Javascript or Reverse-Proxy

YOUR QUESTIONS ANSWERED

• How is DNI Implemented?

• How Many Unique Tracking Numbers Will I Need?

• 1:1 Number Replacement. Is It Right for Me?

• What Should I Know About Session-Based DNI?

• What’s The Difference Between Number Pools

and 1:1

• Does the Use of CTNs Impact SEO Results?

DNI REPORTING

• Simplify Your Data Analysis

• Insights Into the Call-Through-Rate

DNI IN ACTION: CASE STUDIES

• Case Study 1: National Brand Uses DNI

• Case Study 2: Local Directory Uses DNI

HOW TELMETRICS MAKES YOUR LIFE EASIER AND YOUR DATA BETTER

• Integrations

• Evaluating DNI

• Are You Ready?

• Amplify your Results

By Telmetrics. Copyright 2017.

FINDING YOUR WAY AROUND THIS GUIDETHE AGE OF 100% LEAD ATTRIBUTION

THE VALUE OF ATTRIBUTION

“2017 has ushered in a renewed focus on measurement and attribution”

1- http://www.iab.com/wp-content/uploads/2017/01/IAB-Winterberry-Group-The-Outlook-for-Data-2017-January-2017.pdf

RECENT IAB REPORT1 STATES THAT 2017 WILL BE THE YEAR OF ATTRIBUTION. IAB ASKED MARKETERS ABOUT THEIR TOP PRIORITIES AND THE ANSWER WAS STRAIGHTFORWARD:

As a cross-channel marketer, are you facing similar challenges?

When most marketers don’t feel confident they can ensure full lead attribution, the good news is that technology evolves to meet their needs.

This eBook introduces modern marketers to the lead attribution technology that solves the biggest challenge in evaluating the true campaign ROI in the mobile-first world - offline phone lead attribution. Let’s dive deep

into what this technology, Dynamic Number Insertion, can do for you in the year of attribution.

“Cross-channel measurement and attribution will occupy most of my

time, attention, and resources”

57%“Difficulty in proving ROI of our data-driven programs is a challenge that may prevent

us from getting value from our marketing initiatives”

45%

Dynamic Number Insertion (DNI), also known as Dynamic Call Tracking, offers the one, true picture of lead attribution: comprehensive data for every channel, every ad, and every keyword.

Dynamic Number Insertion provides data that helps optimize all inbound marketing campaigns, from search, social media, form fills to email campaigns and more.

In short, DNI will tell you where every phone lead (or text message lead!) came from.

Learn how DNI works, review use cases, and gain insight into the details needed to make a sound decision about using DNI to increase your ad performance - without increasing your ad spend.

AN INTRO TO DYNAMIC NUMBER INSERTION

GAIN FULL ATTRIBUTIONOrganic and paid search keyword tracking to cover all your inbound traffic.

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BUILD YOUR MARKETING TOOL ECOSYSTEMIntegrations with search and bid management platforms will streamline your marketing operations.

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GLEAN ACTIONABLE INSIGHTS WITH CLEAR REPORTINGDetailed UI and API reporting for real-time insights to improve your decision-making.

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BRIDGE THE ONLINE TO OFFLINE DATA GAPAccurate keyword attribution for a full view of the buyer’s journey to optimize ad spend effectively.

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UNLOCKING THE HIDDEN

VALUE OF DNI

Phone calls are 10 times more valuable than form fills. It takes three web leads to generate the revenue generated by one phone call. These statistics confirm that clicks and impressions aren’t as highly valued, let alone fully understood, by local business owners.

The notion of calls as currency has accelerated in the age of smartphones, which combines the search device with the phone. Calling a business post-engagement is intuitive for users, in addition to being valuable for businesses. That’s compounded by smartphone users’ high commercial intent.2 BIA/Kelsey predicted calls would influence $1 trillion in US consumer spending in 2016.3

BEFORE YOU CAN APPRECIATE THE VALUE OF DNI, IT HELPS TO UNDERSTAND HOW TODAY’S MOBILE-FIRST WORLD CREATES THE DEMAND FOR ONLINE AND OFFLINE LEAD ATTRIBUTION.

30%

52%

61%

40%

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

Google’s “The Role of Click-to-Call in the Path to Purchase Report” shows that phone calls are on the rise, due to the convenience of “click-to-call” buttons. Consumers are ready for

a continuous, connected and simplified process. They want fast answers.

Inspiration The time when you

realized you needed to purchase

Research The time when you actively

looked and researched your purchase

Purchase The time when you purchased

Post Any behavior you may

have participated in after your purchase

THE POWER OF CALLS

MORE VALUABLE THAT FORM FILLS

PHONE CALLS ARE

10X

Unlocking the Hidden Value of Dynamic Number Insertion

1AdInsight 2 - BIA/Kelsey, 2014, “Phone Calls Are the New Click: The True SMB Marketing Opportunity” http://www.biakelsey.com/pdf/biakelsey-sponsored-research-bandwidth-report.pdf 3 BIA/Kelsey

Consumers use smartphones for more than calling. Text messages have a 98% open rate, compared to a 20% open rate for emails. Use texting to add a natural way for mobile consumers to respond to advertising and engage with the business to instantly lift your conversion rates.

Enable texting on all call tracking numbers, add “Text Us" calls to action to all advertising and ensure you track every text lead.

Text-enabled call tracking numbers can be tied to any online or mobile lead source. With DNI technology for text lead attribution, you will know where each text lead came from, down to the channel, keyword, campaign, ad creative, or a specific referring source.

DNI can provide granular lead attribution data for both calls and text message leads.

THE POWER OF TEXT MESSAGING

The natural way to respond to ads: 97% of consumers in the United States use text messaging at least once a day1

http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/Unlocking the Hidden Value of Dynamic Number Insertion

THE POWER OF ATTRIBUTION IN SEARCH

Did you know that 43% of all search-related conversions happen over the phone1. Can you live with a 43% gap in your ROI calculations?

With the rising costs of lead generation and the changes in the path to purchase creating more demand on your lead nurturing capabilities, it is increasingly important for marketers to gain complete attribution and insight into the ROI of each and every campaign.

Complete attribution allows agencies, directories, marketers and ad networks to demonstrate the full value of services delivered, allowing them to acquire and retain customers at a higher rate.


Marketers, account directors, campaign managers, department leaders and sales executives rely on accurate insights into campaign returns to ensure accurate ROI evaluation and campaign optimization.

BRIDGING THE ONLINE/OFFLINE GAPConsumer response is so much more than a click. Consumers respond to ads via calls, text messages, form fills, chat and more. Capturing their response, whether online or offline, is the only way to get a true picture of your ad performance and return on ad spend (ROAS).

DNI technology dynamically serves phone numbers on your site or landing page, allowing you to track the visitor down to the search engine, app, campaign, and keyword. DNI also allows for a window into consumer behavior pre-call. Discovering what users click on before they call or text gives insight into their questions and their interests. The ability to track a phone lead back to a specific campaign or keyword is the holy grail of user analytics. Data like this drives growth and transforms campaigns.

Track calls and texts back to campaigns, ad groups, specific ads, and keywords.

DNI provides comprehensive data on pre-call site visit activity and

connects it to the phone response.


GOT DATA?Every inbound call or text will offer these insights:

• The source or channel that drove the engagement• Pre-response activity on the site• Who the caller is and what their phone number is• Their location, device and browser• The day, time and length of the call

You will discover how effective your campaigns are, what sources drive the most callers, the most popular days and times for calls and how to best optimize your campaigns to increase ROAS.

Session #1

Session #2

Session #3

CAMPAIGN

Bing: Plumber

Google: Blocked Drain

Yahoo: Leaking Pipe

8/19/2016

9/11/2016

10/18/2016

DATE

3:50:40 PM

10:13:11 AM

9:52:47 AM

TIME

555-556-9991

555-589-9133

555-923-6167

CTN

555-934-0922

555-791-9133

555-923-6167

CLID

1:26

1:56

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STATUS

Answered

Missed

Answered

DURATION


HOW DNI MAKES MARKETING BETTER

BRAND ADVERTISERS

Optimize ad copy, images, targeting, keywords and

landing pages

•Lower customer acquisition costs

•Prove the impact of the ad campaigns

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MARKETING MANAGERS, AND STRATEGISTS

Align their overall digital campaigns with consumer

preferences and patterns to drive increased engagement

•Segment calls and texts driven by specific paid

campaigns versus organic searches in reporting.

•Focus on SEM and SEO

activities separately and clearly determine where additional

focus may be required

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MARKETING OPERATIONS AND ANALYTICS TEAMS

Fill in the missing gaps with call and text conversion data

•Make accurate and reliable recommendations on which

programs and channels drive the most revenue

•Make smarter decisions and

increase contribution to revenue growth.

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CHIEF MARKETING OFFICERS

Accurately track and report on ROI for all campaigns

•Demonstrate the revenue

growth that CEOs, executive teams and boards expect

•Feel confident in the closed- loop attribution data that all strategic decisions are based

on reliable data

•Better understand the mobile consumer journey, including the role of phone responses

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FOR DIRECT RESPONSE MARKETERS IN ALL FUNCTIONS AND ON ALL LEVELS, DNI PROVIDES THE MISSING PIECES FOR BETTER DECISION MAKING.


DNI ENABLES RICH DATAMORE DATA MAKES YOU A BETTER MARKETER.

There is no arguing the merits of data, however, for a marketer to truly drive growth, the data they choose to collect and analyze needs to be the right data.

Time on site, pages per visit, and impressions offer limited value as marketers increasingly focus their attention on the cost to acquire a client, the lifetime value of the client, the demographic and behavorial data on the lead, and more.

Call tracking offers basic caller information, such as name, address, time of call, and length of call. DNI allows you to dig a little deeper with rich consumer insights. Follow your visitor’s path from the ad click to the call. URL parameters can also be used to identify the type of device (mobile or desktop) used to click through to a landing page, the geographic location of the consumer, and more.

DNI FOR OPTIMIZATIONTHE BIGGEST CHALLENGE MARKETERS FACE IN OPTIMIZING CAMPAIGNS

FOR BETTER OUTCOMES IS THE BLIND SPOT IN THEIR DATA.The online campaign to offline response scenario is a major source of frustration. DNI obliterates

that frustration by not only delivering the data you need but offering it in real time, in your favorite marketing or reporting tool. Optimize copy, creative, and channel based on

information from the offline response each combination of those elements has generated.


REPORT - CTR

Keyword #1

Keyword #2

Keyword #3

Keyword #4

Keyword #5

CLICK THROUGH

RATE

15% CTR

0.2% CTR

0.7% CTR

3.5% CTR

2.9% CTR

REPORT - LEADS

Keyword #1

Keyword #2

Keyword #3

Keyword #4

Keyword #5

FORM FILLS

CALLS TEXTSKEYWORD

15

0

20

30

100

0

250

60

150

1

10

0

100

0

300

= ROIKEYWORD

DNI FOR A CUSTOM EXPERIENCEDNI CAN BE USED TO CUSTOMIZE THE IMAGES THAT APPEAR ON A PAGE, BASED ON WHERE THE VISITOR CAME FROM.

The ability to transform the visitor experience by serving an image that is relevant to their interests and needs, elevates the user experience and increases engagement with the page.

94% Content with

relevant images gets

more reads than content with generic imagery

Tow Truck ServiceHuntington Beach

562-123-3432

Tow Truck ServiceIrvine

714-123-3432

Tow Truck ServiceSanta Ana

949-123-3432


CREATE MORE CALLSWith DNI, you can customize the offers beyond branded and even replacing portions of the CTNs and images on the landing page. Drive leads from the ads to landing pages that match

visitors first impression and your offer.

Amend text and HTML markup to improve lead funneling and conversions. Provide targeted incentives, discounts, offers, and coupons. Remove additional phone numbers giving call tracking numbers added predominance.

CUSTOMIZE CONSUMER EXPERIENCE TO DRIVE MORE LEADS FROM YOUR ADS.


CAR RENTALCAR RENTAL

Save up to 45% off your car rental today!

Call and say you saw it on Bing for an additional 10% off

COUPON CODE D464700-B

Call and say you saw it on Google for an additional 10% off

Save up to 45% off your car rental today!

COUPON CODE D464700-G

SOCIAL MEDIA DRIVES PHONE LEADS

CAPTURE KEY DATA & INSIGHTS TO DRIVE GROWTH.

Social Dynamic Number Insertion connects a phone call or text back to a specific social media platform or post. By using Social DNI,

you gain an understanding of whether Facebook, Instagram, Twitter, Google+ or LinkedIn drives the most calls. Simply insert your DNI

code snippet into your webpage, create social posts and access your reporting to determine which posts perform the best.

INCREASEmeasurable ROI

immediately

ATTRIBUTEall phone leads from

multiple social channels

IMPROVEperformance by focusing

spend and organic efforts on the social

networks that drive the most calls and texts

TESTmessaging to find

the tone and style your audience responds to

IDENTIFYpotential areas

for growth

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Calls Not Likes Lift ROIDiscover which posts drive likes and which drive meaningful action, like phone calls or texts. A comprehensive strategy should drive social juice (ex: likes) and meaningful conversations via phone or text. Identify the posts that drive each action and use that to plot your campaign for better outcomes.

TRACK LEADS EVEN WHEN THEY DON’T CALL

Form fill tracking extends the capabilities of DNI to online conversions and enhances visibility on the performance of campaigns. With data on form fill conversions, it’s now possible to know the exact results and optimize marketing spend in real time.

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Social

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Remarketing

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Organic Search

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Paid Search


CLICK-TO-CALL AND EMAIL: A Natural MatchUSE CALL AND TEXT TRACKING FOR EMAIL TO AUGMENT PERFORMANCE METRICS AND BRIDGE THE ONLINE TO OFFLINE GAP IN CONSUMER BEHAVIOR.

Phone response tracking for email campaigns provides all benefits of DNI. It’s as easy as inserting a snippet of code onto your website or into Google Tag Manager. Once activated, clicks originating from an email campaign will be tracked and any resulting phone leads from the destination landing pages will be attributed to that campaign.


COMPLETE TRANSPARENCY INTO THE BUYER’S JOURNEY.

• Gain full visibility into every stage of the buyer’s journey by going beyond click metrics to track actual customer conversions.

• A phone call is a more robust way of measuring the consumer’s engagement.

• Call detail reporting helps marketers see just how many leads were generated by a campaign with key performance indicators: such as the call duration and caller number.

• With rich caller data that comes from appending a phone number to an email address, your email marketing campaigns can be more relevant and targeted.

SMART MARKETERS USE DNI FOR VARIOUS CAMPAIGNS

SOCIAL MEDIA

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SEARCH MARKETING

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PAID ADVERTISING

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LOCAL MARKETING

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EMAIL MARKETING

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DNI IS A TOOL FOR DIGITAL MARKETERS THAT LOOKS FOR CROSS-CHANNEL LEAD ATTRIBUTION.

INCLUDE EVERY CALL AND TEXT LEAD: Benefits of DNI


ACCURATE TRACKING WITH ALL LEADS INCLUDED MEANS GREATER MEASURED ROI.

• Gain attribution for ALL phone leads – calls and texts – generated by digital campaigns

• Use real-time call data to improve online performance on the fly

• Determine the highest performing campaigns and distribution partners to generate more calls and texts

• Optimize SEM with keyword-level call analytics

• Tie session data to calls for a 360° view of pre-call consumer behavior and engagement

• Cost effectively scale while accurately measuring hundreds of keywords

• Granular tracking parameters for insight into user behavior and additional optimization opportunities

• Discreet paid vs. organic measurement

• Additional consumer engagement data (device, creative, visitor ID)

• Custom ad identifiers

CUSTOM ATTRIBUTION: An advanced cost-saving DNI solution

LARGE BUSINESSES WITH MULTIPLE LOCATIONS OFTEN HAVE A LOCATION PAGE, LISTING ALL THE ADDRESSES AND PHONE NUMBERS.

This presents a budgetary problem for many, with the sheer volume of locations requiring a significant call tracking number pool. A business with 50 locations and phone numbers could require up to 150 tracking lines to track calls from just 3 visitors per listing.

Custom Attribution sidesteps the need for a large number pool through a system of tagging, creating a tag for each visit and associating it with a call.

• EXTEND ATTRIBUTION TO APPS Advertising in apps can now receive full attribution for all calls. When an app user clicks on the advertisement and their dialer pops up, a tag is triggered. If they complete the call, the tag sends the call information to us and it is immediately available in reporting.

• KEEP YOUR EXISTING PHONE NUMBER Instead of a unique number dynamically inserted onto a webpage for each visitor, the original phone number remains on the page and each visit receives a tag with a timed session limit. The moment a call is made, all the website information is recorded and available in reporting.

• SAVE MONEY to apply more of your budget directly to ads.

WHAT ARE THE BENEFITS?

Want to know more about advanced custom attribution solutions?Contact us info.telmetrics.com/schedule-a-demo


BEHIND THE SCENES:

HOW DNI WORKS

DNI SEAMLESSLY REPLACES PHONE NUMBERS ON WEB PAGES WITH THE DESIGNATED DYNAMIC CALL TRACKING NUMBERS.

These dynamic call tracking numbers can be tied to any online source, including: display ads, search campaigns, email marketing and/or social media campaigns.

Once a user clicks through to a website or a landing page from an ad or SERP, call tracking numbers associated with the referring online source will dynamically populate throughout the site, revealing the true lead source once a call is placed or a text message is sent.

By reporting on what happened before the call, such as what web page the consumer had last visited or social media source they came from, marketers gain invaluable insight into the consumer behavior that drove the lead.

The resulting data will help you optimize your marketing campaigns by shedding the light on:

• Which search engine or social platform drove the lead?

• What keywords did the consumer use?

• What were the consumer engagement points and web pages visited prior to the call or text?

HOW DNI WORKS

Behind the Scenes: How DNI Works

THE TRACKING NUMBER DISPLAYED ON EACH DIGITAL PROPERTY IS UNIQUE AND SPECIFIC TO THE DIGITAL SOURCE THAT DROVE A PHONE CALL OR A TEXT MESSAGE.

HOW DNI WORKS

Email outreach campaigns

Mobile display ad

Digital directory listing

Search engine

CTN 416-699-5623

CTN 416-699-9623

CTN 416-699-8623

CTN 416-699-3623

AD


FLEXIBLE REPLACEMENT OPTIONSCONFIGURE DNI TO TRIGGER REPLACEMENT NUMBERS BASED ON ANY URL PARAMETERS.

Marketers can choose the degree of detail to which they want to track each phone lead. DNI allows you to configure numerous custom parameters to build the attribution model based on channels used and campaign goals.


PAID SEARCH IDENTIFIERS

Trigger replacement numbers by referring URLs which contain paid search parameters to distinguish from organic search sessions/calls.

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CUSTOM URL PARAMETERS

Trigger DNI by custom ad identifiers. An example would be those created by bid management solutions or internal tracking systems.

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GOOGLE VALUE TRACK TAGS

Trigger replacements using Google Value Track Tags within the referring URL, for example, keyword level replacements.

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The JavaScript code is embedded directly within your website page to dynamically replace phone numbers with call tracking numbers that are unique to each web session.

Reverse-proxy delivers a real-time copy of a website and replaces phone numbers on the proxied site with call tracking numbers tied to the visit.

Reverse-proxy is used when the site can’t be accessed to add the DNI JavaScript.

IMPLEMENTATION METHOD: JAVASCRIPT

IMPLEMENTATION METHOD: REVERSE-PROXY

FLEXIBLE IMPLEMENTATION: JavaScript or Reverse-Proxy


CHOOSE FROM THE IMPLEMENTATION OPTION THAT FITS YOUR NEEDS.

While every customer should work with their DNI partner to determine the best solution for implementation, we start off with the mindset that JavaScript is the preferred method of implementation. With JavaScript,

you retain your URL but with reverse-proxy, your site is mirrored on another URL.

To make implementation even easier, check if your provider offers a Google Tag Manager integration, the easiest way to deploy DNI to any site. The required JavaScript snippet can be added

through Google Tag Manager without the need to change any website code.

YOUR QUESTIONS ANSWERED

Your Questions Answered

HOW IS DNI IMPLEMENTED?

THERE ARE TWO PRIMARY METHODSfor DNI phone number replacement: 1:1 and session-based, also known as number pooling. Understanding the pros and cons of each method is your first step and following that, your service provider should work with you to determine the solution that is most cost-effective while also delivering the best attribution results.


HOW MANY UNIQUE TRACKING NUMBERS WILL I NEED?

THE SIZE OF THE “POOL”(or, the total number of unique call tracking lines you need to use with DNI) is determined by the estimated traffic to your landing page where you will be using call tracking lines and if you are using a session-based replacement model. The advanced DNI technology supports custom call-match periods, which means that the vendor can minimize the costs associated with call tracking line charges by choosing the ideal session duration for their business.


1:1 NUMBER REPLACEMENT: IS IT RIGHT FOR ME?

MORE EFFECTIVE FOR SMALLER CAMPAIGNSIn 1:1 number replacement, a unique tracking phone number is assigned for every referrer and/or keyword combination. While this offers a 100% lead attribution accuracy, it can be complex to scale across large campaigns. It is effective for smaller campaigns and smaller keyword lists.

Ad providers, agencies, and brand marketers with complex and expansive national campaigns could be using thousands of ads, channels, keyword combinations, and individual call tracking numbers for each combination simultaneously would result in a considerable investment.

When 100% attribution is essential and campaigns are small, 1:1 will likely make sense for you. Review your call patterns and run the numbers with your provider to determine if 1:1 is the best solution for your needs.


WHAT SHOULD I KNOW ABOUT SESSION-BASED DNI?

WEB SESSIONS (VISITS) ARE ASSIGNED A SPECIFIC NUMBERusing smart algorithms for the most accurate attribution a pool of CTNs and any resulting calls are matched back to specific sessions through date and time stamping. There are some limitations to traditional number pooling solutions that cycle through a set of call tracking numbers, which can potentially skew results. A site with high-traffic periods, like a pizzeria on a Friday night, can cycle through a set of numbers quickly and depending solely on date and time stamping for a search and a call is not enough to accurately match the two elements.

Your Questions AnsweredYour Questions Answered

WHAT’S THE DIFFERENCE BETWEEN NUMBER POOLS AND 1:1?

ONE NUMBER VS. MANYTHE KEY DIFFERENCES BETWEEN NUMBER POOLS AND 1:1 NUMBER REPLACEMENT ARE: With 1:1, you are looking to track one single thing. For example, you want to track Google visitors/callers. In that case, you would create a number that is only used for Google search campaigns. If that number received 100 calls in September, they all came from Google.

SESSION-BASED (OR A NUMBER POOL) is used for instances where you want more granular results, such as when tracking a Google AdWords campaign down to the keyword level. With session- based, you can create a pool containing any amount of numbers. As a visitor hits the website, DNI captures how they got there via UTM values in the landing page URL, and assigns that visitor a unique number. If a call occurs, it is linked back to that URL and keyword level attribution becomes possible.

Your Questions AnsweredYour Questions Answered

DOES THE USE OF CTNS IMPACT SEO RESULTS?

NAP CONSISTENCYGoogle values consistent NAP (name, address, phone number) on all of your directory listings and citations that result from your digital media efforts. There is a concern that using call tracking lines has a negative impact on SEO due to the use of different numbers on various site listings. When done properly, via DNI, businesses can retain their NAP consistency and benefit from call tracking. Check out our guide on NAP to find out how to protect and optimize SEO.

NAME ADDRESS PHONE

* PRO TIP Hard-code your main business line on your website for NAP consistency. Learn how to do this and other easy tweaks on SEO in our guide, NAP Consistency and Local SEO Guide info.telmetrics.com/nap-consistency-guide-web

DNI REPORTING

View your call and text volume through the filter that matches your goals like keywords or search engine.

Or view your responses individually as sessions to go deeper into call or text details.

Data from DNI provides deep insight into lead sources, campaign success, ad and keyword performance to help marketers make better optimization decisions.

DNI Reporting

DNI REPORTINGSIMPLIFY YOUR DATA ANALYSIS TO DRAW MEANINGFUL CONCLUSIONS

AND ACTIONABLE INSIGHTS WITH UNIFIED VIEWS OF CRUCIAL DATA.

Campaign

Bing: Plumber 8/19/2016 3:50:40 PM 555-556-9991 555-934-0992 Answered 1:26

Google: Blocked Drain 9/11/2016 11:13:11 AM 555-589-8956 555-791-9133 Missed -

Yahoo: Leaking Pipe 10/18/2016 9:52:47 AM 555-726-6167 555-923-6167 Answered 1:56

Date Time CTN Caller ID Status Duration

Session #2

Session #1

Session #3

CALLS24

CALLS13

CALLS3

TEXTS12

TEXTS17

TEXTS4

CALLS AND TEXTS BY KEYWORD

Plumber Blocked Drain Leaking Pipe

CALLS16

CALLS22

CALLS10

TEXTS16

TEXTS4

TEXTS4

CALLS AND TEXTS BY SEARCH ENGINE

Google Bing Yahoo

DNI Reporting

DNI REPORTING

Telmetrics offers insight into the call-through rate showing how many impressions each number received

versus how many calls came in. Great data for direct response

marketers looking to improve ads.

DNI IN ACTIONCASE STUDIES

CASE STUDY 1: National Brand Uses DNI to Demonstrate Campaign Success

DNI In Action: Case Study

EXECUTIVE SUMMARYNational car repair company was able to achieve full brand management accountability and transparency, in addition to identifying issues with customer interactions on the phone. They used Call Record and DNI to prove their worth to franchisees of a brand marketing campaign managed nationally and were able to point out issues with call handling by individual locations.

• Brand management accountability

• Improving agents’ phone skills

• Proving the value of nationally managed brand marketing

THE CHALLENGESThey faced the same challenges as most businesses that operate under a franchise model: full transparency and accountability on brand management, and limited oversight on phone interactions with customers at individual locations. With limited visibility on the volume of traffic driven by national branded and unbranded campaigns, the national executive at the company needed solid and accurate proof of the campaign performance to demonstrate their value to franchisees.

THE SOLUTIONThe executive at the company received, “the best data ever” on call attribution from DNI. They were able to counter any challenges from franchisees on the value of national branding campaigns with robust data that revealed the exact amount of traffic driven by each specific campaign.

The hard data was able to counter any misperceptions on call volume so the franchisees could identify the actual cause for lower than expected conversion rates.

RESULTSThey were able to significantly improve their brand and marketing transparency with franchisees. The improved communication and relationships reduced the number of return complaints when franchisees were presented with proof of the campaign results.

ABOUT NATIONAL BRANDA national car repair brand has franchises from coast-to-coast and is the largest in their specialized segment in Canada.

CASE STUDY 2: Local Search Directory Uses DNI to Prove Value to Advertisers

DNI In Action: Case Study

EXECUTIVE SUMMARYDNI helped a local search directory publisher in the home services space to see which listings and directory ads were driving leads to advertiser websites and making calls from there.

THE CHALLENGESA local search directory publisher was using traditional call tracking to measure calls placed to their advertiser clients directly from their online directory ads. Call tracking numbers were placed in local directory ads, however, attribution was lost when searchers placed a call after following a direct link from the ad to advertisers’ websites.

The directory publisher was looking to gain visibility into phone leads generated from advertisers’ websites as a result of the referring directory ads and listings. They wished to extend their current call tracking to gain credit for phone leads and obtain a more complete picture of lead attribution and advertiser ROI.

THE SOLUTIONTo gain a more holistic view of online/offline lead generation, the publisher implemented Telmetrics’ DNI solution. Lacking direct access to manage SMB websites, the publisher chose reverse-proxy.

For each website visit from the directory ads, the reverse-proxy method served up a real-time copy of an advertiser’s site and dynamically replaced contact numbers with call tracking numbers associated with the directory listings. Using existing call tracking numbers from the directory listings provided the publisher with cost savings and seamless reporting.

RESULTSAs a result of implementing Dynamic Number Insertion, the publisher found that 37% of consumers who accessed the advertisers’ websites from directory ads, placed a subsequent phone call to the advertiser. Gaining visibility into these additional offline leads enabled the publisher to present stronger proof of advertising performance to advertisers and boost advertiser retention.

In addition to obtaining complete attribution for the phone leads generated by their local search directory, the publisher was able to identify additional monetization opportunities for their pay-per-call program.

ABOUT THE LOCAL DIRECTORYA local search directory works with thousands of SMBs across various categories in the home services space.

TELMETRICS LEAD

ATTRIBUTION AND YOU

INTEGRATIONSOur integrations allow you to access important data from DNI campaigns within the tools you are already used to. Seeing call and text conversion data alongside

online data provides marketers with a view into the entire customer journey.

... AND MORE

Telmetrics Lead Attribution And You

EVALUATING DNIThe first step in evaluating DNI will be determining what your needs are. When talking to DNI providers, be prepared to share the following information to help gain insight into your goals and needs, so a custom DNI solution can be created for you.

1. What marketing strategies and tactics are you currently employing? Examples: search, display, social, email, video, events, out-of-home, print, TV, radio

2. How many different phone numbers do you currently display? (Local, toll-free, international numbers, etc)

3. When a lead is generated how is it shared with your sales team?

4. When sales calls come in where are they routed? What is the process? Does it vary based on time of day, type of inquiry, etc?

5. How does your sales team define a quality lead? Do you have a scoring process?

6. What marketing tools do you currently use? 7. Do you drive text leads? Where are they routed? Does the vendor provide chat integrations?


ARE YOU READY?DNI is all about you and your needs. Have you been charged with generating more leads on a tighter budget? Are you getting credit for the phone leads you are already delivering? Would a 37% lift in measureable ROI make a difference?

SHARE THIS GUIDE WITH YOUR COLLEAGUES AND EXPLORE THE BENEFITS OF DNI FOR YOUR BUSINESS.

LIFT IN MEASURABLE ROI

37%

GAIN COMPLETE

PHONE LEAD ATTRIBUTION

ACHIEVE IMMEDIATE LIFT IN MEASURED

LEADS

OPTIMIZE BASED ON

GRANULAR LEAD SOURCE DATA

IDENTIFY TOP-

PERFORMING CAMPAIGNS +

KEYWORDS


AMPLIFY YOUR RESULTSQUALITY NUMBERS

Local Numbers We have the largest inventory of quality local tracking numbers anywhere, in all area codes.

Toll-free Numbers Our toll-free numbers are protected from toll-free pumping and deliver only clean calls.

Global Coverage Quality international tracking numbers for marketers with global reach.

Number Porting No-cost number inventory transfer for clients with our experienced migration team.

Number Sterilization All our numbers undergo an extensive quarantine process to ensure the highest quality.

COST PROTECTION

Toll-free Pumping Protection Our fraud-prevention algorithms save your business money and time.

Telemarketer Call Block We stop telemarketer calls from reaching your business with our evolving algorithms.

Caller Intent Verification We make sure only human and relevant callers reach the advertisers’ sales agents.

Custom Call Block Configure a custom list of organizations of numbers that should not reach the business.

INTELLIGENT CALL ROUTING

Geo-and Time-of-Day RoutingSend inbound leads to the appropriate local sales team for smooth experience.

“Follow Me” RoutingRoute callers through a queue of sales agents until they reach an available agent.

Caller SegmentationAllow callers to self-identify with a menu of options to be connected to the right agent.

REPORTING

API ReportingOur RESTful API allows marketers to fully control the way you process rich response analytics data.

Dashboard ReportingCallTelligence dashboard is a user-friendly way to get and schedule reports.

Pay-Per-Call ReportingReliable data to ensure accurate client billing for agencies and ad networks.

ADVANCED FEATURES

Form Fill TrackingTrack form fill response to your ads without sophisticated marketing automation.

Call MaskHide the caller ID to protect the integrity of pay-per-call programs you run for clients.

Ad WhisperBe prepared with an informational prompt to answer the phone before the caller is connected.

Voicemail DetectionStreamline sales operations with a clear view into calls sent to voicemail.

CONVERSATION ANALYTICS

Conversation AnalyticsKnow what happened during each call with intelligent conversation analytics.

Keyword AlgorithmsUse keyword extraction technology to focus on important conversation topics.

Call RecordingRecord phone conversations to review and improve sales agent phone skills.

Interpretation EngineAnalyze the conversations your agents have with phone leads and the whole conversation.

Human ScoringLet real people analyze your inbound calls to navigate the most complex scenarios.

Machine-Human Hybrid AnalysisCombine the scale of automated call analysis with human verification for top accuracy.

DATA AND CONSUMER INSIGHTS

Rich Customer ProfilesDemographic, behavioral, and predictive insights on each inbound phone lead.

Call Data InsightsWe analyze millions of calls daily and can help drive your strategy with robust data.

Voice CallLet consumers call you, track all call responses to your ads, convert more phone leads.

Text MessagingAdd “Text Us” as a call to action easily with our text-enabled lines and communication tools.

ChatEngage leads via the chat client of your choice with our integrations and white labeled chat solutions.

Form FillGet more leads by making form fills intuitive and textable, and track all form fill responses.

Social ResponseGet attribution and rich profile data on social media leads no matter where they convert.

Messenger ChatMeet your customers on messenger chat to continue the conversation wherever they are.

LEAD ATTRIBUTION WITH TELMETRICS COMES WITH ALL THE FEATURES AND BENEFITS OF OUR RESPONSE ANALYTICS PLATFORM

NO OTHER COMPANY DOES LEAD ATTRIBUTION BETTERTelmetrics is a trusted response analytics and attribution technology leader. Innovating solutions for 25 years, we help digital marketers make the most of phone response –calls and texts– as a cross-media advertising performance metric through scalable, quality attribution innovations.

We offer the most advanced DNI solutions without creating strain on your IT team. Telmetrics handles everything from strategy to execution.

SEE AN IMMEDIATE LIFT IN MEASURABLE ROI

Mapping offline phone leads back to the originating online ad campaign or marketing initiative generates valuable lead attribution insights. This step helps marketers connect online performance metrics with offline engagement points for optimized digital campaigns and stronger proof of performance. Telmetrics’ advanced call attribution solutions focus on improving marketers’ call and text tracking success. We help you capture a more comprehensive picture of campaign results across a variety of attribution scenarios and use the resulting call analytics to improve campaigns and overall lead generation quality.

WE HAVE THE DEEP EXPERIENCE, EXPERT KNOWLEDGE AND ROBUST TECHNOLOGY REQUIRED TO HELP YOU ACHIEVE ATTRIBUTION SUCCESS.

CONNECT WITH TELMETRICS AND START TRACKING ALL TYPES OF RESPONSES TO YOUR ADVERTISINGtelmetrics.com/free-trial

Call or text us at(844) 201-6421

the ultimate guide to call tracking & lead ......leads to generate the revenue generated by one...

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