Call Tracking and Attribution Modelling In The Year

Of the Mobile!

Presented by: Simon Pereira & James O’Neill

Date: 25/02/2014

Thank you to Pieter and James for the opportunity,

and

Thank you all for attending tonight we hope we add some value and share

some of our expertise on call tracking.

Call Tracking and Attribution Modelling In The Year

Of the Mobile!

Simon Pereira

Head of Sales

James O'Neill

Head of Online Solutions

Why are we here

By 2019, 60% of the worlds population will possess a smartphone.

https://gigaom.com/2013/11/11/ericsson-global-smartphone-penetration-will-reach-60-in-2019/

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

8.52%

8.58%

4.70%

2.75%

2.40%

0.85%

Desktop

Tablet

Smartphone

Conversion Rates By Device Type

Add To Cart Rates Sales Conversion Rate

On first inspection looking at

e-commerce / online

conversion that does not

bode well for marketers -

Mobile phone achieving just

half the add to cart rates and

1/3 of the sales conversion

rate.

However this feels

contradictory to everything

else you’ll find about mobile

search and conversion.

Certainly when you delve a

little deeper there is plenty of

encouraging news for

businesses.

BIA Kelsey

estimated that

73% of mobile

searches lead to

further actions or

a conversion,

55%

55% of these conversion

happen within the hour.

Phone Leads are 10-15

times more likely to

convert then email and

other web based leads (6)

5%

30%

Google States that on

average Click to Call

campaigns receive a 5-30%

increase in conversions (8)

1. The rapid increase in mobile technology is already having a dramatic effect on search

behaviour and increasing the value of call conversions.

2. So what does this mean for call tracking in the year of the mobile?

• It makes it more important than ever – you can expect a significant increase in call

volume over 12 -18 months and more importantly because is significant opportunity

to deliver value to your business

• Optimising to calls is where you’ll find your next 26% - In 2014 Search marketers

within APAC achieved efficiencies via campaign optimisation that drove click

volume up by 26% YOY while impression volume decreased by 4%.

3. How you tackle this rapid increase in mobile and call conversion is not that different from

how you’d tackle any other call into your business.

Why are we here

Call Tracking – 4 Key Components

Marketing

Effectiveness

Data Integration Directing Calls

Call Handling

1.How and from where are your calls are

generated

2.Direct calls into your business – “Get the

call to the right person at the right time”.

3.How are your calls being handled – what

happens once the phone rings

4.Data Integration – your data anywhere

you need it.

Directing Calls

“Getting the call to the right person at the right time”.

Branch 1

Branch 2

Branch 3

Branch 4

Call Tracking

Provider

Inbound Customer Lead

Real Time Service

is a must to

optimise potential

Time Based Routing Exchanged Based Routing

IVR

(Interactive Voice Recording)

Dynamic Routing

Key Routing Solutions

Post Code Routing

Call Routing

Over the last two years we seen a shift of

around 15% from fixed line to mobile calls

60%

50%45%

40%

50%55%

2012 2013 2014

Calls From

Fixed Line Mobile

90% of calls we handle terminate on a Fixed

Line

90%

10%

Fixed Line Mobile

2014 Call Terminating on

• Most of the increase to calls from mobile has been incremental call volume rather than a shift from fixed to mobile

• We would expect to see a dramatic increase in mobile answer points over the next 12 months –firstly due to the increase of business using mobiles as primary answer point and the introduction of Mobile Virtual Numbers

• A New Way To Track Your Calls

VMN (Virtual Mobile Number)

• Supports both voice and SMS

• Device agnostic, No SIM card

• Centralised reporting platform for all calls to multiple sales

staff, clients, vehicles, mobile branches.

• Full suite of business intelligence reports.

• Porting in and out is supported

• Retain and control IP and contacts, and transfer calls from

past employees to existing staff.

• Text to Email / Email to text functionality

• Ultimate privacy protection.

VMN

• The flexibility of a virtual tracking number(1300/1800) with the personal feel of mobile

number.

Call Handling

Data Set

• Missed Calls

• Call Outcome

• Time of Day

• Answer Point

• Unique Calls

• Call Location

• Week of Month

• Duration Of Calls

• Day of week

• Data most commonly associated with call tracking and generally also represents our

Unique data set

• Often the first place you’ll find opportunities for optimisation and savings.

Call Handling

Did you Know?

More alarmingly…

Worse still...

Marketing Effectiveness

Digital Traditional

Unique Static tracking number per source Static and Dynamic Numbers.Session based tracking – More

information from a single number.

Traditional

1300 000 001 1300 000 003 1300 000 004 1300 000 0051300 000 002

Marketing Effectiveness

Allocate unique

Adtrack number per

source

Digital

1300 000 001 1300 000 003 1300 000 0041300 000 002

Marketing Effectiveness

Allocate unique

Adtrack number per

session

1300 - 1

1300 - 2

1300 - 31300 - 4

1300 - 5

1300 - 6

Owned Pool of

Numbers

Dynamic Numbers enable you to automatically display a unique tracking

number on a website according to the specific keyword, PPC ad, search engine,

referring website or banner ad.

Online Call Tracking

Online Call Tracking

Online Call Tracking

Online Call Tracking

Online Call Tracking

Online Call Tracking

Data Integration / Attribution Modelling

Campaign Management

Platforms

Analytic Platforms

Dash Boards

Data Collectors A/B Testing platforms

CRM Software

Container Tags

• For call tracking, integration and attribution really are one and the same thing – we are

providing a unique data set but in isolation its limited to the value we can generate from

our reporting platform.

• Once you integrate that data however with a broader data set it becomes infinitely more

valuable

Key to delivering the most value

• It has to be real time data – when you are trying to match so many data points, real time

data provides significant efficiencies and reduces opportunity for error

• It has to be complete – again your matching multiple sets of data the more pts of

reference you have to improve the accuracy the better,

Data Integration / Attribution Modelling

Data Integration

Call Data can easily be integrated through API and FTP into multiple analytic and management platforms such as:

Where to Next

Single source data Marketing Automation

A/B Testing CRM integration

Where to next for call tracking – 2015 will be about integrating data with other platforms to deliver the most actionable and valuable insights for businesses – these are the platforms we think you’ll see the most value from and where most of the focus for call tracking integration will be in 2015.

Case Study

For details of the case study please contact marketing@avanser.com.au

The Opportunity

If you value phone calls, or more importantly, your potential customers value the ability to

call you, then you need to review your call handling capabilities and processes. There is

simply too much at stake to ignore how customers are engaging with you over the phone.

All stats and figures where sourced from the following websites/ companies

• www.Marketingmag.com.au• www.Kenshoo.com• www.Digitaaslbi.com• www.Marketingchard.com• www.Conversionscientist.com• www.Thinkwithgoogle.com• www.Searchengineland.com• www.AVANSER.com.au• www.insidesales.com• www.Forbes.com• www.Comscore.com