Best Practices for Measuring the Value of the Mobile Lead

Measuring The Mobile Lead

John Busby, SVP Marchex Institute

March 12th, 2014

@johnmbusby @marchex #smx #24c

2

On our smartphones, measurement isn’t

confined to browser & app history


RING RING

3

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

http://www.google.com/think/research-studies/click-to-call.html

4

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.


Report on Mobile BookingsDecember, 2013http://www.travelweekly.com/Travel-News/Travel-Technology/PhoCusWright-report-on-mobile-bookings-shows-rapid-growth/

http://www.travelweekly.com/Travel-News/Travel-Technology/PhoCusWright-report-on-mobile-bookings-shows-rapid-growth/

5

Ok, so you’re going

to measure phone

calls…


6

There are three general rules of call

measurement


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.

7

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.


8

Dynamic Tracking: How it works


9

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 %


10@johnmbusby @marchex #smx #24c

11

An inconvenient truth: They’re not all sales

calls!


26%

2%

30%

42%Sales Calls

Robocalls & Spam

Misdials

Customer Service

12

Hearing a customer purchase over the

phone proves value


For industries with restrictions (legal, healthcare, insurance) use call visualization like Call DNA to show the value.

13

And keyword spotting can prove

reservations and why they occurred


Features Correlated with Reservations for Major Hotel Chains

14

Bonus: How call data

can inform creative

and help with

attribution


15

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


16

Age, education & income bands all

contribute to customer value analysis

*Marchex Call Data (Q3 2013) @johnmbusby @marchex #smx #24c

17

You can also measure where callers reside

to determine geographic effectiveness


1

29

4

6

3

5

8

7

10

7

10

4

8

9

65

3

2

1

18

Consumers tweet when they interact with

television…and they also call


19

A Few Last Notes To

Highlight Call

Measurement


20

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


21

Source: Marchex Data 2013

2. Consumers Curse At Businesses in 1 of Every

200 Calls


22

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


Marketing

Best Practices for Measuring the Value of the Mobile Lead