Cutting Edge Search Technology - Ross Fabian

Evolution of Phone Call Analytics

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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

So Call Tracking is Important !

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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.

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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

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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.

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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.

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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.

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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.

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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.

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Call Log

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Visitor Path

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Data Integrations

You can also integrate this

phone call conversion data with

3rd party providers, including

web analytics, bid management

systems, CRM’s etc.

The End…or is it?