1.
What is possible with
Call Tracking?
Ali White
Head of Marketing and Sales
Calltracks

2.
So why should you care about calls?
SOURCE: BIA / Kelsey Report, May 2012. Call-Based Ads: Eliminating the Unknown From Advertising
@Calltracks
www.calltracks.com
0203 199 5151
2

3.
Who is this important to?
83% of online shoppers need
support to complete a purchase online...
71% expect that support in 5 minutes
or less…
Telephone is the most popular source
61%
http://econsultancy.com/blog/61991-83-of-online-shoppers-need-support-to-complete-a-purchase-stats
Graham Charlton – 30th January 2013
@Calltracks
www.calltracks.com
0203 199 5151
3

4.
Growth of Mobile
@Calltracks
www.calltracks.com
0203 199 5151
4

5.
Growth of Mobile
“It’s clear from our findings that driving phone calls should still be a priority for
businesses in every industry.”
http://adwords.blogspot.co.uk/2013/09/new-research-shows-that-70-of-mobile.html
@Calltracks
www.calltracks.com
0203 199 5151
5

6.
Not just about the direct call volumes
• That being said on xAd's network specifically, a majority (52%) of search ads yield
calls to local businesses following the initial click
http://www.xad.com/wp-content/uploads/2012/02/xAd-Quarterly-Report_Q4-2011.pdf
@Calltracks
www.calltracks.com
0203 199 5151
6

7.
In the good old days
Sales
Enquiries
@Calltracks
www.calltracks.com
0203 199 5151
7

8.
Step 1: Call Tracking for Different Media
0203 1111 112
0203 1111 111
0203 1111 114
0203 1111 113
Most tracking numbers forward calls to your existing telephone number
@Calltracks
www.calltracks.com
0203 199 5151
8

9.
Step 2: Call Tracking for Online Channels
• This can be source based e.g. everything from Google
• Can also be URL based e.g. retargeting, or keyword based
• But don’t forget visits are made up of visitors, who may come to your site more than
once, so you need to look at the whole journey
@Calltracks
www.calltracks.com
0203 199 5151
9

10.
Step 3: Call Tracking to Visitor Level
• Dynamic Tracking Numbers allow for Visitor Level Tracking
0203 1111 111
0203 1111 112
@Calltracks
www.calltracks.com
0203 199 5151
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11.
Step 3: Call Tracking to Visitor Level
• These allow you to track complete customer journeys from initial visit, the converted
visit, and any subsequent visits
0203 1111 111
@Calltracks
0203 1111 111
www.calltracks.com
0203 1111 111
0203 199 5151
11

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Step 3: Call Tracking to Visitor Level
@Calltracks
www.calltracks.com
0203 199 5151
12

13.
Step 3: Call Tracking to Visitor Level
• With the advances in analytics such as Google’s Universal, this also means you can
track across multiple devices
@Calltracks
www.calltracks.com
0203 199 5151
13

14.
Step 3: Call Tracking to Visitor Level
Converted Visit
Medium =
Keyword =
1st Visit
Medium =
Keyword =
@Calltracks
www.calltracks.com
cpc
calltracks
cpc
call tracking uk
0203 199 5151
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15.
Step 3: Call Tracking to Visitor Level
• If you remarket to customers who abandon purchase, you can make sure you don’t
remarket to the ones who called up …
• But if you are going to measure customer lifetime value, and really look at your multichannel marketing, you need to account for more...
@Calltracks
www.calltracks.com
0203 199 5151
15

16.
Step 4: Call Tracking CRM integration
• On initial call customer details logged in CRM system
• All subsequent interactions and outcomes tied back to customer record
0203 1111 111
0203 1111 112
££££
0203 1111 113
@Calltracks
www.calltracks.com
0203 199 5151
16

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Step 4: Call Tracking CRM integration
£
@Calltracks
www.calltracks.com
0203 199 5151
17

18.
Now you can forget about conversions
Don’t optimise for conversions
or even for revenue!
Just optimise for profit!
@Calltracks
www.calltracks.com
0203 199 5151
18

19.
Reverse Engineer
• Use this information to just look at optimising your marketing channels, and to
understand which of these channels drive your customers to purchase
• Although there is more data it makes the process easier because you can now start at
the end and work your way back…even just looking at customers not loaded to CRM
• The real key is to Reverse engineer your sales … what causes people to purchase ‘x’
• In the example above December accounted for over 26% of PPC Spend for period
• In the example above December accounted for over 50% of the profit generated!
@Calltracks
www.calltracks.com
0203 199 5151
19

20.
This doesn’t just apply to marketing
• Don’t forget to also conduct CRO!
• By looking at the journey through your site, as well as the channels that drive the
traffic you can find quick wins!
A
£
B

• Give customers the options they want, not the ones we do
@Calltracks
www.calltracks.com
0203 199 5151
20

21.
Know your number options
@Calltracks
www.calltracks.com
0203 199 5151
21

22.
Don’t use in isolation - INTEGRATE
@Calltracks
www.calltracks.com
0203 199 5151
22

23.
Integrate with your web analytics
• Don’t forget with the new universal there is now the measurement protocol available
@Calltracks
www.calltracks.com
0203 199 5151
23

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Integrate with other tools
• Like if you want to know which contacts keep coming back to your website
• Or if you want to run some tests accounting for all conversions including phone call
@Calltracks
www.calltracks.com
0203 199 5151
24

25.
Key Points
• Don’t discount telephone touch points whether you are lead gen or e-commerce
• Call tracking may have been around a while, but the technology is advancing so make
sure you take advantage
• Make sure you are not optimising on flawed data – look at the whole customer
journey, online and offline look how you can integrate your technology to maximise
your potential
• Look at options to integrate your technology
• Track all the way through to sale and optimise for profit – because ‘conversions’
alone are useless
• Don’t worry about data overload
@Calltracks
www.calltracks.com
0203 199 5151
25

26.
Thanks
@Calltracks
@AlistairWhite
www.calltracks.com
0203 199 5151
26