LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ, CallRail)
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This workshop was presented at the LSA17 event in San Diego, February 27 - March 1, 2017.
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LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ, CallRail)
- 1. OFFLINE ATTRIBUTION Tactics & Techniques
- 2. Hyper-Local Consumers 90% of the purchases we make happen offline
- 5. Google 360 Offline Connector Source: https://www.google.com/analytics/resources/gat-conv-connector.html HOW IT WORKS: Collect Transactions Match and Onboard Attribution Processing Reporting and Analysis
- 6. Facebook “Offline Conversion API” Source: https://www.facebook.com/business/news/drive-and-measure-store-visits-and-sales Advertiser runs campaign Using Facebook Custom Audiences Advertiser sends Facebook encrypted Transaction data Facebook provides advertiser with a report that analyzes sales lift.
- 8. Plus a Multiple of Other Companies
- 9. Building an Online to Offline Attribution Model for Local Search
- 10. In-Store Visit Consumer Engagement Local Online to Offline Attribution Search Views Sales
- 11. Offline Attribution With Local
- 12. Discoveries By creating complete and accurate GMB and FB listings, conversions from their local pages increased. 1800+ Locations ROI240% Click-Through 320% Conversions 322% Sales 190% Case Study: National Family Restaurant
- 13. Discoveries By creating complete and accurate Google+ pages, coverage and accuracy increased substantially. 900+ Locations ROI117% Click-Through 41% Conversions 37% Sales 41% Case Study: Specialty Retailer
- 14. Michael Mire Co- founder & CRO 514-531-9772 Michael@sweetiq.com
- 15. Offline Attribution for Local Search Choosing the right metrics for the customer journey with a closer look at ways to implement call tracking [ L S A 2 0 1 7 ]
- 17. 3[ L S A 2 0 1 7 ]
- 19. Start Here 5[ L S A 2 0 1 7 ]
- 20. 6 Successful Local Search Strategy • Directories • AdWords • Content • PR (backlinks) [ L S A 2 0 1 7 ]
- 21. But how do you measure it? 7
- 22. Forget rankings & impressions. 8
- 23. 9 Lower Funnel KPIs • Store visits • Form submissions • Driving directions • Phone calls • Messages (email, SMS) •Sales [ L S A 2 0 1 7 ]
- 24. 10 By the numbers 2019 2016 The number of calls driven to businesses from all mobile ads and web will grow from 93 billion this year to 160 billion by 2019. - BIA/Kelsey [ L S A 2 0 1 7 ]
- 25. Take a closer look at call tracking. 11
- 26. Source or 1:1 tracking Session tracking 2 Types of Call Tracking • Website visitors • AdWords • Referrals • Keywords 12 • Campaigns • Local SEO • Call extensions • Broadcast [ L S A 2 0 1 7 ]
- 27. 13 Session Call Tracking [ L S A 2 0 1 7 ]
- 28. 14 Source (1:1) Call Tracking [ L S A 2 0 1 7 ]
- 29. But what about NAP Consistency? 15
- 30. Tracking Phone Numbers: Used to track inbound phone calls to local businesses in order to see what’s working. Inconsistent NAP? Using numbers in the wrong way can lead to inconsistent business information & affect rankings in local search. The controversy 16[ L S A 2 0 1 7 ]
- 32. Bad, No Good, Don’t Do! 1. DO NOT use different phone numbers on different citations 2. DO NOT use tracking numbers representing business that can’t be ported 3. DO NOT use different phone numbers on website for same location 18[ L S A 2 0 1 7 ]
- 33. The Main Line Tracking Number (correct) Way 19 [ L S A 2 0 1 7 ]
- 34. How to track calls from Local SEO 1. Use a Main Line Tracking phone number 2. Put the Main Line Tracking number on local directories and your website 3. Make sure the number is portable 4. Use First Time Callers as a reporting metric 20[ L S A 2 0 1 7 ]
- 35. Questions Call Tracking Local SEO Checklist • Are you using 1 main line phone number on your local listings and website? • Do you own or is your main line phone number portable? • Are you regularly monitoring your citations for incorrect business information? 21[ L S A 2 0 1 7 ]
- 36. But how easy is it to setup? 22
- 37. Live Demo 23
- 38. Stat 24 2011 Founded 50,000 + Companies U.S. & Canada User Centric Call Tracking & Analytics for Data Driven Marketers About CallRail [ L S A 2 0 1 7 ]
- 39. Ask me anything! 25 Mark Sullivan @mpsulli mark@callrail.com [ L S A 2 0 1 7 ]
- 40. Offline Attribution for Local Search Choosing the right metrics for the customer journey with a closer look at ways to implement call tracking Thank you! [ L S A 2 0 1 7 ]