Call Tracking and Attribution Modelling In The Year

Of the Mobile!

Presented by: Simon Pereira & James O’Neill

Date: 25/02/2014
Call Tracking and Attribution Modelling In The Year
Of the Mobile!

Written and Presented by:

Simon Pereira James O'Neill

Head of Sales Head of Online Solutions
& Marketing
 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/
 Conversion Rates By Device Type On first inspection looking at
e-commerce / online
conversion that does not
8.52%
bode well for marketers -
Desktop 2.75% Mobile phone achieving just
half the add to cart rates and
1/3 of the sales conversion
8.58% rate.
Tablet 2.40%
However this feels
contradictory to everything
else you’ll find about mobile
4.70% search and conversion.
Smartphone 0.85%
Certainly when you delve a
little deeper there is plenty of
Add To Cart Rates Sales Conversion Rate encouraging news for
businesses.

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
 BIA Kelsey
estimated that
73% of mobile
55%
searches lead to
further actions or
a conversion,

55% of these conversion

happen within the hour.
 30%

5%

Google States that on

average Click to Call
campaigns receive a 5-30%
increase in conversions (8)

Phone Leads are 10-15

times more likely to
convert then email and
other web based leads (6)
 Why are we here

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.
 Call Tracking – 4 Key Components

Marketing
Effectiveness 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”.

Data Integration Directing Calls 3.How are your calls being handled – what
happens once the phone rings

4.Data Integration – your data anywhere

you need it.

Call Handling
Directing Calls

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

Branch 1

Call Tracking
Provider
Branch 2
Inbound Customer Lead

Branch 3
Real Time Service
is a must to
optimise potential
Branch 4
 Key Routing Solutions

IVR
Post Code Routing (Interactive Voice Recording)

Dynamic Routing

Exchanged Based Routing Time Based Routing

 Call Routing

2014 Call Terminating on Calls From

90% 60%
55%
50% 50%
45%
40%

10%
2012 2013 2014

Fixed Line Mobile Fixed Line Mobile

90% of calls we handle terminate on a Fixed Over the last two years we seen a shift of
Line around 15% from fixed line to mobile calls

• 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
 VMN (Virtual Mobile Number)

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

• A New Way To Track Your Calls
 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

Traditional Digital

Unique Static tracking number per source Static and Dynamic Numbers.
Session based tracking – More
information from a single number.
 Marketing Effectiveness

Traditional

1300 000 001 1300 000 002 1300 000 003 1300 000 004 1300 000 005

Allocate unique
Adtrack number per
source
 Marketing Effectiveness
Digital

1300 000 001 1300 000 002 1300 000 003 1300 000 004
Owned Pool of
Numbers

1300 - 6 1300 - 1

Allocate unique
Adtrack number per
session
1300 - 5 1300 - 2

1300 - 4 1300 - 3
 Online Call Tracking

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
 Data Integration / Attribution Modelling

Campaign Management Analytic Platforms

Platforms

CRM Software Dash Boards

A/B Testing platforms Data Collectors

Container Tags
 Data Integration / Attribution Modelling

• 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

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

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.

Single source data Marketing

Automation

A/B Testing CRM integration

 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