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Intelligent call tracking
ties it all together
Call Tracking
SimplifiedCall Tracking Simplified
Many marketers are frustrated with the current, limited methods of analyzing and measuring online to offline conversions. They believe today's technology cannot deliver a complete picture of real sales-ready leads and this won't justify online ad spending. Without call tracking there is no easy way to understand which online marketing efforts are driving phone calls.
Research indicates Call tracking brings actionable insight to the issue.
that an astounding Call tracking allows businesses to calculate success for EVERY form of advertising. With call tracking, marketers now have an 63 percent of people increasingly powerful tool to not only measure -- but also analyze -- offline conversions in an effort to more effectively determine suc-complete their cess and make informed spending decisions.
purchase offline
Table of Contentsfollowing their search I. Summary: What is call tracking?activity. (ComScore II. Background: This history of call tracking. Study 2006). III. The Specifics: How does call tracking work? A. Elements of call tracking. B. Key features of call tracking.
IV. Case Studies A. Making the right buy. B. Web forms don't tell the whole story. C. Auto dealer in a black hole.
V. Conclusion: when it comes to getting instant feedback about your marketing efforts, call tracking is the single, most effective measurement tool to determine your return-on-investment.
Page 2Call Tracking Simplified
Summary: What is call tracking?
In simple terms, call tracking is the ability to trace phone calls back to the person calling you, as well as their buying behaviors. This track-ing can account both for people who call you from your website as well as those who call from other direct mar-keting efforts, like e-mail campaigns, print ads and television spots. For example, every time an online advertisement delivers a phone call, the call is recorded, traced back to the web visitor's Call tracking sup- actions and then logged into real-time, detailed reports such as (tm) (tm)Google Analytics or Omniture Site Catalyst . plies clients with This allows businesses to optimize their marketing activities for reliable, clear and those methods which generate the highest quality conversions compared to guessing on the outcome. actionable data en- Industry experts suggest 79 percent of ad spending is wasted on leads that do not convert into sales.compassing the en- In other words, call tracking supplies clients with reliable, clear and tire sales cycle from actionable data encompassing the entire sales cycle from cus-tomer browsing through completed sale. customer browsing Background: the history of call trackingthrough completed Looking back, traditional call tracking services have been around sale. for more than ten years. Only recently has call tracking moved be-yond the traditional service where a tracking number was placed in a campaign ad and calls were reported from a simple detail re-port. In the past, there was a disconnect between visitor behaviors and phone calls that resulted in an action to the actual sale.
Today, this gap has been bridged. Over the past two years, the call tracking industry has worked to develop tools that integrate their systems with popular online paid search services, such as (tm) (tm)Google AdWords , Microsoft AdCenter and Yahoo Search (tm)Marketing , thus displaying data in a familiar, easy-to-read for-mat. The goal of these integrations is to layer actionable call track-ing data into existing business processes and systems.
Now, integrated data can be related directly to the behavior, page or ad that drove the call. Additionally, data can be consolidated into most popular reporting environments used by marketers which reduces the learning curve substantially. Studies indicate marketers achieve leveraged gain through integration. These in-clude web analytics packages, bid management software and Page 3Call Tracking Simplified
customer relationship manage-ment (CRM) software.
With integration into reporting and CRM envi-ronments, the offline conversion data can be com-pared against other marketing channels for maximum utility. Integration brings measurement and measur... [download for more]
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