ymarketing online to offline measurement - call tracking and beyond
TRANSCRIPT
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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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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.
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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
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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.
• 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
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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
Is mobile click-to-call posed to replace mobile websites?
Which is easier?
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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
• 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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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.
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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.
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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
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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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• 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
THANK YOU! Paul Velten [email protected] m: 323.803.9594