See how digital marketers can use rich caller data and insights for better audience segmentation and targeting that can be applied throughout the entire customer journey.

1. SOURCE: eMarketer, BIA Kelsey
Advanced Ad Targeting
Strategies Using Call
Intelligence

2. Dorran Dihle
Account Director
Jackie Morris
Sr Product Manager
Today’s Panelists

3. SOURCE: eMarketer, BIA Kelsey
Why are CALLS important to your paid media?
75.8
93.3
108.1
129.1
145.5
161.9
$19.20
$28.70
$40.50
$49.80
$57.80
$65.90
2014 2015 2016 2017 2018 2019
Mobile Calls to BusinessesMobile Marketing Spend

4. Call Tracking vs Call Intelligence: A very different
approach

5.  New Sales Call
 Up Sell Call
 Service Call
 Junk Call
CALL TYPE
 Initial Inquiry
 Competitive Comparison
 Pricing Discussion
 Converted
PURCHASE FUNNEL
 Evaluating Competitor
 Interested in bundling with
homeowners insurance
 Mentioned Emergency Road
Service
CONVERSATION TOPICS
 Repeat Customer
 HOT PROSPECT
 Time Waster
 Cross-Sell Opportunity
CALLER PROFILE
 Browsing Auto Overview
page
 Viewing Claims Overview
page
 In-process quote form
CALLER STATUS
 Add to Retargeting
 Send Follow Up Email
 Set Reminder
 Create Opportunity
NEXT STEPS
What insights will
you uncover?

6. SOURCE: eMarketer, BIA Kelsey
Data-driven ad targeting using Call Intelligence
PROSPECTING
LOYALTY
REMARKETING
ACQUISITION
(Online, Offline: In-store/Phone)

7. SOURCE: eMarketer, BIA Kelsey
Data-driven ad targeting using Call Intelligence
PROSPECTING
LOYALTY
REMARKETING
ACQUISITION
(Online, Offline: In-store/Phone)
• Target attributes that make up a great customer
• Find more leads that look like your best converters
• Engage with new prospects by suppressing
converters

8. SOURCE: eMarketer, BIA Kelsey
Data-driven ad targeting using Call Intelligence
PROSPECTING
LOYALTY
REMARKETING
ACQUISITION
(Online, Offline: In-store/Phone)
• Convert customers while they are still
considering

9. SOURCE: eMarketer, BIA Kelsey
Data-driven ad targeting using Call Intelligence
PROSPECTING
LOYALTY
REMARKETING
ACQUISITION
(Online, Offline: In-store/Phone)
• Reach back out to lapsed customers
• Upsell or cross-sell related offers using data on
offline purchase behavior

10. SOURCE: eMarketer, BIA Kelsey
Prospecting: Discover attributes that make up a great
customer
Take your best
customers
Target audience with similar
characteristics
Sync the audience to media
activation platforms

11. • Find more leads that look like your best converters with
look-a-like modeling or audience indexing
• Focus your budget on new prospects by suppressing
converters
• Leverage targeting parameters such as geo, day
parting, contextual and site whitelists based on
converting customer attributes
Prospecting Takeaways:

12. SOURCE: eMarketer, BIA Kelsey
Remarketing: Close the deal with targeted messaging
Paid Search Retarget with personalized offer

13. Remarketing Takeaways:
• Reach users who have engaged but not converted,
segmented based on what they said on the phone
• Reach customers in-trial who are still in the purchase
decision phase
• Follow up with customers with personalized
messaging
• Bid up audiences based on propensity to convert

14. SOURCE: eMarketer, BIA Kelsey
Loyalty: Re-engage with relevance
Winter Promo
– Core
($79.99)
Premium
Purchaser
($150)
Pay-Per-View
($5.99)
EMAIL
SOCIAL
DISPLAY

15. Loyalty Takeaways:
• Segment customers based on what and how much
they purchased
• Refresh and rematch the audiences regularly in media
platforms
• Cross-sell or upsell related products or win back
promotions

16. SOURCE: eMarketer, BIA Kelsey
Checklist: Ensure your partners and technology can support
a holistic data-driven strategy with…
Detailed insights on what makes your converters unique, to
inform the end-to-end purchase funnel
Customizable and predictive segments that outperform
manual segmentation
Integrations into your key channels to make your data
actionable
Real-time triggers, so your marketing conversations can
move at the pace of your customers

17. Dorran Dihle
Account Director
Jackie Morris
Sr Product Manager
Questions?

18. How to Increase Calls from
Paid Search
The Digital Marketer’s Guide to
Call Intelligence
Step By Step PPC Audit
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