cutting edge search technology - ross fabian
TRANSCRIPT
![Page 1: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/1.jpg)
Evolution of Phone Call Analytics
![Page 2: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/2.jpg)
2
Online Search Produces Offline Sales
According to Yahoo! data, 92% of all online searches result in an offline conversion*43% of consumers who conducted an online search convert over the phone***John Kim - Sr. Director - Yahoo Search Marketing [eComXpo 2007] ** This percentage was calculated from data obtained from the following sources: A Nielsen//NetRatings and WebVisible survey, 2006 and a ComScore Google Study, March 2006
![Page 3: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/3.jpg)
So Call Tracking is Important !
3
![Page 4: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/4.jpg)
4
Different Levels of Call Tracking
No tracking at all.
Make assumptions based on
anecdotal data.
Survey customers when they call.
Use a call tracking solution.
![Page 5: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/5.jpg)
5
Types of Call Tracking Solutions
Unique telephone extensions
Unique code identifiers (coupon and
reference codes)
Unique phone numbers per campaign
Keyword level call tracking
Visitor level call tracking
![Page 6: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/6.jpg)
6
Unique Telephone Extensions
Each campaign gets allocated it’s
own extension.
When someone calls in they are
automatically asked to enter the
extension, which is then recorded.
![Page 7: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/7.jpg)
7
Unique Code Identifiers
This works in a similar way to the
unique extensions, but your
customers services representative
asks for the unique code and
enters it.
![Page 8: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/8.jpg)
8
Unique Phone Numbers
Each campaign gets allocated it’s own
unique phone number.
When someone calls in you automatically
know which campaign they have called from.
![Page 9: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/9.jpg)
9
Keyword Call Tracking
Your website has a pool of phone numbers.
Each unique search phrase is allocated a
number from a pool, as a visitor enter your
website.
After some time the allocated numbers get
reallocated to a different keyword.
![Page 10: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/10.jpg)
10
Visitor Call Tracking
Your website has a pool of phone numbers.
Each visitor is allocated a number from a pool, as they enter
your website.
After some time the allocated numbers get reallocated to a
different visitor.
This requires more telephone numbers but allows you to track
all website traffic and not just search traffic.
![Page 11: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/11.jpg)
11
Call Log
![Page 12: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/12.jpg)
12
Visitor Path
![Page 13: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/13.jpg)
13
Data Integrations
You can also integrate this
phone call conversion data with
3rd party providers, including
web analytics, bid management
systems, CRM’s etc.
![Page 14: Cutting Edge Search Technology - Ross Fabian](https://reader035.vdocuments.site/reader035/viewer/2022081602/555a6c54d8b42a972b8b4c3d/html5/thumbnails/14.jpg)
The End…or is it?