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“CROPRO”

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Leveraging call analytics for CROOptimising online to offline journeysDaniel Benton @

Connecting on- and off-line

Agenda

• Phone Calls – An Analog Headache For Modern Marketers

• The Evolution Of Call Analytics• Online To Offline Conversion Optimisation – What Does Good Look Like

• Example Call Analytics & CRO Hypotheses

WE’RE BEYOND THE TIPPOPING INT FOR MOBILE

% of Australians who now own a smartphone

81%EY Digital Australia: State of the Nation 2015-16

Click-to-call has become really important To Australian Consumers

Google, 2015 - https://www.thinkwithgoogle.com/articles/how-click-to-call-is-connecting-australian-brands-with-consumers.html

In 2016, Australian consumers will call businesses from smartphones more than 7 billion times

Marchex, 2016 – 2016 Australia Click-to-Call Mobile Performance Report

Phone sales need to be measured and attributed like clicks

Marchex, 2016 – 2016 Australia Click-to-Call Mobile Performance Report

Call tracking 101

Call Tracking Circa 2005: 1:1 Mapping produces Channel Specific Insights

Employing Call Tracking, As Marketers We Got Good At Connecting An Ad To An Outcome

Mobile disrupted Things By Reducing Visibility From Ad To Action

Enhanced Campaigns with Location extensions

Campaigns with Call Extensions

Call Only Campaigns

Enhanced Campaigns Other Google Ad betas

Onsite call tracking now only captures a % of the picture

Mobile Search Has Created A Keyword Black Hole

Call analytics Search best practice 2016

Why would marketers want to leverage CRO & analytics to drive phone calls?

“The LTV of customers who call Zappos is 5x the value of a customer who never calls”

Tony Hsieh – Zappos CEOhttp://www.wsj.com/articles/the-customer-service-quandary-touchy-feely-or-do-it-yourself-1446440460

CRO in an omni-channel world is a team SPORT

• Analytics team

• Digital marketing / programmatic team

• UX / UI / Web Dev Team

• Contact Centre

Example CRO Hypotheses

Will Making It Easier For Customers To Find

A Phone Number Improve Sales?

Example - CRO Hypotheses

Which Path To Conversion Generates

A Better Yield And Customer Experience?

Example - CRO Hypotheses

Should Phone Calls Be Prioritised As A

Conversion Outcome For Mobile Users?

Example - CRO Hypotheses

What Are The Contents Of A Good

Call?

Example - CRO Hypotheses

Which media channels are producing the best

quality calls?

Example - CRO Hypotheses

What keywords and ad formats should I be selecting to drive

phone calls?

Example - CRO Hypotheses

Which keywords deliver calls that

convert into sales?

Example CRO Hypotheses

Which Geographic Locations Drive Phone Sales For The Lowest

CPA?

Example - CRO Hypotheses 4

What are the abandon rates at various points

in my IVR?

Example CRO Hypotheses

Why do different contact centre’s

perform differently”

Example CRO Hypotheses

Why do some telesales agents sell at an exponentially higher

rate than others?

Marchex is the advertising analytics company that connects call data to any impression

CALLS

100K+Customer scale

350M+Annual call connections

30Patents granted & pending

400Employees

50%% of Employees in

Product & Engineering roles

MCHXPublicly traded

Nasdaq

Thanks & Qa

Daniel BentonCountry Manager – AU/NZ P: 02 8973 7466M: 0434-267 191 E: dbenton@marchex.com