bridging the online and offline attribution gap
Post on 20-Feb-2017
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The Challenge:
How to do we create the best local experience for each community member that moves from online to over the phone?
#BridgingTheGap
#SMX
• Revised SEM campaigns and 1000’s of phone lines to be local agent focused.
• Made campaign management and QA at the local level easy.
• Clear reporting of clicks and calls being delivered to each local agency.
1.) Streamline campaigns to be local agent focused.
#BridgingTheGap
#SMX
2.) Collect session level data per call.
• Was collecting campaign level data per caller.
• By using dynamic number insertion technology, able to capture session level data.
• Provided more granular data about each caller.
#BridgingTheGap
#SMX
3.) Integrate call data with click data.
• Integrated call data with click data in DoubleClick Search.
• Analyzed calls to understand the key attributes of successful ones.
• Use combined click and call data to improve keyword bidding and targeting.
#BridgingTheGap
#SMX
4.) Customize the caller experience.
• Shorten caller menu for paid search callers.
• Route callers to nearest local agent.
• Route to right language menu based on location.
#BridgingTheGap
#SMX
5.) Keep agents focused on real customers.
• Agents were being distracted by fraudulent calls.
• Used Invoca’s Call Confidence Technology to block fraudulent calls.
• Saved time, money, and energy.
#BridgingTheGap
#SMX
Results:
• 16% increase in calls year over year.
• More than 50% decrease in abandoned calls.
• Overall campaign Cost Per Acquisition decreased by 7%.
#BridgingTheGap
#SMX
Tactical Takeaways: Bridging the Online and Offline Attribution Gap.
Getting Started
#BridgingTheGap
#SMX
5.) Listen to calls to measure call quality.
“Enterprise call analytics”
“Cell phone tracking”
#BridgingTheGap
#SMX
Getting Started- Tactical Takeaways Recap.
1. Focus on the right keywords.
2. Use call extensions or call only ads.
3. Use click to call on mobile LPs.
4. A/B test call buttons & mobile LPs.
5. Listen to calls to measure quality.
#BridgingTheGap
#SMX
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