Mark Bunker - Host

Over the past 12 years, Mark has worked with some of the largest brands in the world- Novartis, Abbott, Virgin to name a few. As Director of Design at Noble Inc., he helped grow the company from a small consultancy to a global leader in medical training design. He’s now Partner and Creative Director at Effin Amazing- a marketing performance consultancy.v

Effin Amazing, Creative Director /

McKay Allen - Presenter

McKay is the Director of Content and Communications at Convirza. He has spoken at marketing events across North America including SMX, Social Media Strategies Summit, LeadsCon, Content Marketing Conference, and SES.

He has authored articles in Search Engine Journal, Mobile Marketer, Mobile Marketing Watch, Target Marketer, Search Engine Watch, and Social Media Examiner. He has placed content on MSNBC, Forbes.com and even the Salesforce blog. He has even been hailed as a 'Marketing Jedi' and 'one-man lead generation powerhouse' by Direct Marketing News.

Convirza, Director of Content and

An analytics and growth consultancy for digital companies

About Convirza

• Changed name from LogMyCalls to Convirza in May 2015  

• Recently acquired call tracking division of CallSource

• Headquartered in Salt Lake City  • Call Marketing Optimization  

– Attribution (call tracking)  – Analytics (Conversation Analysis)  – Automation (rules-based automation

and integrations)

The Dashboard

Importance of Calls

“More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.

This presents a tremendous opportunity for marketers to reach people throughout all the new touch points of a consumer’s path to purchase.”

The  Path  to  a  Purchase  

When  it  comes  to  mobile  leads,  the  time  between  the  initial  awareness  stage  and  the  action  stage  is  significantly  shortened.    

Instead  of  weeks  or  months,  from  the  time  of  discovery  to  making  a  purchase,  calls  are  often  made  within  minutes  of  viewing  an  ad  or  landing  page.  

Phone  calls  are  one  of  the  fastest  and  straightforward  paths  toward  a  conversion.

Calls  are  lower  in  the  sales  funnel  than  web  leads.  

Conversions  

31%  of  calls  convert  to  revenue  within  3  months,  compared  to  only  2%  of  web  leads.      So,  obviously  you  need  far  fewer  phone  calls  converting  at  31%  to  produce  the  revenue  equal  to  form-­‐fills  converting  at  2%.  

A lower volume of calls will produce the same revenue as far more web leads.

Calls  Have  a  Higher  Revenue  Value

Our data shows that people call when they make larger revenue decisions. People who spend money---big money-- make phone calls.

“86% of businesses say calls are the best leads they receive.”

Data from Calls

Call Tracking

With call tracking, you can pinpoint the precise campaigns, ad groups and keywords that are generating phone calls.

This type of information can transform marketing results.

Call tracking tells marketerswhat happened BEFORE the phone rings. Conversation Analytics tells marketers

what happened ON the phone call.

Call tracking tells marketerswhat happened BEFORE the phone rings. Conversation Analytics tells marketers

what happened ON the phone call.

Calls with a Lead Quality Score over 80 convert to revenue 98% of the time.

In an analysis of 116,000 mobile calls across all clients in the month of April 2015, we saw

the following correlation:

Conversion: Appointment Set, Sale Made, Reservation Made, Commitment to Buy

Auditing for Accuracy

Ex: Home Services Customization All Conversions

• Identify Billable Calls  • Continuing process  • People determine accuracy of our algorithms

Customization (All Conversions)

30 Conversions (Humans)- 23 Accurately Labeled - 7 Inaccurately Labeled

77% Accuracy

Ex: Home Services Customization All Conversions

- 23 Accurately Labeled- 7 Inaccurately Labeled

- 4 Simple Objective Algorithm Changes (Strong)- For your safety we do send picture of the | your technician- We will call you thirty minutes ahead of time- We will give you a courtesy call when the technician will become available- We'll give you a courtesy calls for so you know we're on our way

- 3 More Subjective Algorithm Changes (Weak) – Will test in the system. - “So I just need to be here between three and five yes sir” (Do you consider this

Converted)- “Someone needs to be at the home” (same as above)- We'll give you a call when he becomes available (If the Customer's not available,

would this mean it didn't convert)

90%+ Accuracy

Ex: Home Services Customization Missed Opportunity

• Call-back campaign  • Continuing process  • People determine accuracy of our algorithms

Customization (Missed Opportunities)

- 32 Calls (Humans)- 20 Accurately Labeled- 12 Inaccurately Labeled

63% Accuracy

Ex: Home Services Customization Missed Opportunity

- 10 inaccurately labeled- 2 fixed in an audit of another client - 5 algorithm changes made that would have correctly IDed the call- 3 unable to fix anything that would have changed the outcome (i.e. transcription errors due to speech, accent, or garbled voice, etc) 19282310 = I can get any plans triggered instead of Yeah i can do eight to ten

20254273 = We can get somebody else they're between nine hours before to fix triggered instead of We can get somebody out there between the hours of four to six 19921890 = We can't get somebody out to you this afternoon triggered instead of We can get somebody out to you this afternoon

Updated Results- 28 Accurately Labeled- 3 Inaccurately Labeled

92% Accuracy

Some of your best customers will connect through a phone call.

Get ready to meet them when they do.

Thank you!