Maximizing Conversions: The Power of Call Tracking and Analytics

MAXIMIZING CONVERSIONS:
The Power of Call Tracking and Analytics ndOctober 22 2009 Webinar Download
TMMarchexVoicestarAbout Marchex Voicestar
Marchex Voicestar delivers call analytics products and
services to agencies and advertisers that enable them to
fully measure and maximize their online and offline
performance advertising results.
About Marchex Inc.
Marchex is a performance advertising company that
leverages technology to help advertisers grow their business
with local customers.CALL TRACKING AND ANALYTICS
INDUSTRY OVERVIEW
TMTMMaMrcahrecxheVxoiVcoeiscteasrtarTMIndustry in Transformation
Print and Directional Print Yellow Online Yellow Marketing Pages Pages Services1896 - 1999 1999 - 2009 2010 -2019
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarIndustry in Transformation
Print White and Yellow
Pages
1896 - 1999
Industry Created to Enable People to Call Each
Other Without Calling Ernestine at the Switchboard
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarIndustry in Transformation
Print and Online Yellow
Pages
1999 - 2009
Industry Attempts to Repurpose the Print Yellow
Pages onto the Internet
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarIndustry in Transformation
Directional Marketing
Services
2010 -2019
Now at the Forefront of the Directional Marketing
Services Evolution
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarWhat REALLY Matters to the
Advertiser
References
Eyeballs
Audience
Local Searches Calls
Look-ups
Clicks
Forms
Lead sheets
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarRating the "Quality" of Leads (Top
2 Box)
Text Messages to Cell
Online Clicks to a Map
Online Clicks
Calls to Cell Phone
In-Person Visits
Calls to Business Location 65%
0% 10% 20% 30% 40% 50% 60% 70%
Source: Local Commerce Monitor Wave XIII August 2009 (Sample: 302). Methodology: Online. Cosponsor: ConStat.
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarMethod for Tracking
(Multiple Answers)
100%
90%
80%
70%
60%
50%
40%
30%
20%
10% 5%
0%
Ask Customers Clicks or Emails Promotions or Special Phone
Direct Mail Numbers
Note: This question was asked of respondents that indicated that they tracked the source of leads, at least some of the time.Source: Local Commerce Monitor Wave XI July 2007 (Sample: 304); Wave XII August 2008 (Sample: 299); Wave XIII August 2009 (Sample: 302). Provided by The Kelsey Group Methodology: Online. Cosponsor: ConStat.ndOct . 22 2009 SMN WebinarWhat's Wrong with the Picture?
Calls to
businesses are
most valuable Very few track
calls
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarBillions of Calls Flowing via
Local Search
3,500 3,086
3,000
2,500
2,000
1,500
1,000
500 154
-
Local Search Clicks Local Search Calls
Source: BIA/Kelsey estimates
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarBillions of Potential Call
Based Revenue
$4,000
$3,500 $3,395
$3,000
$2,500
$2,000 $1,543 $1,500
$1,000
$500 $309
$0
@ $2 / Call @ $10 / Call @ $22 / Call
Source: BIA/Kelsey estimates
Provided by The Kelsey Group ndOct . 22 2009 SMN WebinarAvg. Call Duration - in minutes:
1 1.5 3
Salons Moving & Storage Financial
Education Home Services
PROOF
POSITIVE
+
Source: Internal Marchex data Avg. Call Duration - in minutes:
1 1.5 3
Salons Moving & Storage Financial
Education Home Services
New Customer Profile - in minutes:
P
3
ROOF
5 6
SP
+aloOns SITMIoVvingE & Storage Financial
Education Home ServicesSource: Internal Marchex data Evaluating Providers
System uptime & infrastructure
Ease of implementation
Number process & availability
Reporting data
Integration with Web analytics
AP... [download for more]