Online to offline performance measurement is one of the more frustrating and challenging analytics dilemmas that lead generation-focused companies face today. The good news is that the world of analytics integrations and call tracking has grown leaps and bounds in the last year alone, providing new technological solutions to lead-generation marketers everywhere.

1. 1
OnlinetoOfflineMeasurement:
CallTrackingandBeyond

2. 2
YMARKETINGEXPERTISE
MEASUREMENT&ANALYTICS
RESEARCH&STRATEGY
SEARCHENGINEMARKETING
MEDIAPLANNING&BUYING
SOCIALMEDIAMARKETING
CONTENTMARKETING
MOBILEMARKETING
USEREXPERIENCE&DESIGN
CRM&EMAIL
TECHNOLOGY&DEVELOPMENT

3. 3
UNDERPANTS GNOMES
Anyone remember this business?

4. 4
GNOMES BUSINESS MODEL

5. 5
QUESTION?
“Why do most companies that
I speak with not have a clear
online to offline measurement
plan in place?”
-Myself

6. 6
ANSWER!
For most companies, this is a
complete change in culture,
process, and accountability…
much easier said than done.

7. OFFLINE TO ONLINE MEASUREMENT:
CALL TRACKING AND BEYOND
OCMA

8. 8
Smartphone Adoption in America
The Value of Phone Leads
Call Tracking Technology
CRM Integration
New Call Tracking Features
Call Data for Better Management and Reporting
Use Case
PRESENTATION OVERVIEW
1.0
2.0
3.0
4.0
5.0
6.0
7.0

9. SMART PHONES:
MORE THAN JUST SELFIES?
OCMA

10. 10
U.S. SMARTPHONE ADOPTION
190,450
213,840
239,200
261,000
276,000
2013
2014
2015
2016
2017
Smartphone
63%
72%
80%
87%
92%
Share
of
Mobile
64%
of Americans own
smartphones today.
276 MILLION
smartphones in the
U.S. by 2017.
92%
of all mobile phones
will be smartphones
in 2017.
Source: BIA Kelsey (2013)

11. 11
Search
• 50%
of
all
searches
are
now
on
mobile
devices.
Social
• 71%
of
users
access
social
media
from
a
mobile
device.
eMail
• 65%
of
all
email
in
the
U.S.
gets
opened
on
a
mobile
device.
Web
&
Video
• U.S.
adults
spend
34
hours
a
month
browsing
Internet
on
mobile
devices
vs.
27
hours
on
PCs.
TV
• 84%
use
their
mobile
devices
while
watching
TV.
Print,
Radio
&
DM
• 91%
have
mobile
devices
within
arm’s
reach
24/7.
IMPACT ON MARKETING CHANNELS
Source: Merkle/RKG, 2015, Adobe, 2013, Movable Ink, 2013, Nielsen, 2014

12. 12
GOOGLE SEARCH: DEVICE PROJECTIONS
• Mobile began to
surpass Desktop
queries in Q2
2014
• Google expects
this trend to
continue

13. 13
GOOGLE SEARCH: DEVICE PROJECTIONS
• Another look at the
projected increase in
Mobile traffic
according to Google
• It inversely mirrors
previous data

14. PHONE LEADS VS. WEB LEADS
OCMA

15. 15
MORE CALLS IS GREAT NEWS
• 66% of sales managers
rate phone leads as
good or excellent, more
than any other lead type
• Calls convert to revenue
10x more than web
clicks
• It’s why U.S. business
spend $68 billion a
year on ads to drive
calls
Source: BIA/Kelsey (2013)
38.4% 38.7%
26.1% 28.7%
19.2% 15.8%
28.0%
19.5%
28.0%
15.0%
9.5%
9.7%
66.4%
58.2%
54.1%
43.7%
28.7%
25.5%
Good Excellent

16. 16
The
Eme
when
you
acEvely
looked
and
researched
your
purchase.
30%
52%
62%
40%
HIGH PURCHASE INTENT
• Marketers that don’t
make it easy for
consumers to call will
lose out to
competitors
• 47% of mobile
searchers said they
would “explore other
brands” if they didn’t
quickly find phone
numbers
Percent who find it extremely/very important to be able to call the
business during each phase of decision-making
Source: Google (2013)
InspiraEon
Research
Purchase
Post
The
Eme
when
you
realized
you
needed
to
purchase.
The
Eme
when
you
purchased.
Any
behavior
you
may
have
parEcipated
in
aPer
you
purchase.

17. 17
CLICK TO CALL VS. WEB FORMS
Which is easier?
OR

18. 18
CLICK TO CALL VS. WEB FORMS
Is mobile click-to-call posed to
replace mobile websites?
Which is easier?

19. CALL TRACKING TECHNOLOGY
OCMA

20. 20
MAJOR PLAYERS

21. 21
CALL TRACKING ATTRIBUTION

22. 22
INSIGHTS PROVIDED
• Channel Source
• Campaign Source
• Last URL Clicked
• Call Location
• Incoming Number
• Call Duration
• Date
• Time of Day
• Call Recordings
• Keywords
• Raw Search Terms

23. 23
CALL ATTRIBUTION FOR SEARCH

24. 24
CALL ATTRIBUTION FOR SEARCH
• Track each call back
to the keyword
search, ad, and
website that drove it
• Optimize campaigns
for what’s driving
calls
• Get credit for every
call and sale

25. 25
CALL ATTRIBUTION FOR EMAIL

26. CRM INTEGRATION
OCMA

27. 27
TRACK CALLS THROUGH THE FUNNEL
• Integrate call data and
web data in your CRM
to follow leads from
content through the
sales cycle to revenue.
• Prove ROI by proving
how every marketing
channel is generating
revenue.

28. 28
CUSTOMER LIFECYCLE TRACKING
1 2 3 4 5 6
User performs
keyword search
on mobile device.
User clicks-to-call
from search
results or your
website.
Track calls and click
IDs in call analytics
and bid management
platforms for real-time
attribution.
Automatically create
and populate CRM
records for new
phone leads; track
through to a sale.
See which keywords
drove calls vs. clicks
(and sales!) in
DoubleClick or other
bid management
platform.
Optimize for the
keywords that are
driving calls and
revenue.

29. NEW FEATURES
OCMA

30. 30
SETTING EXPECTATIONS
New features come out all time.
Testing can feel like the wild, wild west.

31. 31
TAKE ADVANTAGE OF CALL EXTENSIONS
Google call extensions drive billions of
calls each month.
Failing to track these callers
creates a critical blind spot.
Eliminate this blind spot with accurate
keyword-level call attribution for Google
call extensions.
• 70% of searchers call
directly from ads
• Ads with call
extension see 8%
higher CTR

32. 32
DISPLAY MULTIPLE CALL TRACKING NUMBERS
How Multi-location
Call Tracking Works
• Website lists unique
phone numbers for
different stores, offices,
or services on the same
web page
• SourceTrak displays
unique, trackable
numbers for each one
• Calls to any number are
attributed to the right
marketing source and
routed to the correct
location

33. 33
MULTIPLE DOMAIN TRACKING
The same trackable phone number follows a lead as they browse back and
forth from your main website to any special landing pages or microsites.

34. MORE DATA =
BETTER MANAGEMENT & REPORTING
OCMA

35. 35
BETTER MANAGEMENT

36. 36
DIGITAL INTELLIGENCE
All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)
DATA VISUALIZATION

37. 37
DIGITAL INTELLIGENCE
All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)
DATA VISUALIZATION

38. 38
DIGITAL INTELLIGENCE
All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)
DATA VISUALIZATION

39. 39
DIGITAL INTELLIGENCE
All Leads (Calls & Forms), by Branch – All Marketing Tactics, YTD (1/1/14 – 11/30/14)
DATA VISUALIZATION

40. USE CASE
OCMA

41. 41
YAMAHA NEW TRACKING METHODOGY
• Paid Search Location Extensions
• Dialogtech Landing Page Phone Tracking
• Google’s “In-store Conversion Tracking” (Beta)

42. 42
#1: PAID SEARCH LOCATION EXTENSIONS
Added all Yamaha dealership locations to our PPC
campaigns… so now Google attempts to serve up
the nearest dealership contact info in search results
Mobile Desktop

43. 43
Measure how many Google searches led to “Get Directions” – indicating a map
has been pulled up on the user’s device, another valuable close-to-sale action
#1: PAID SEARCH LOCATION EXTENSIONS

44. 44
#2: MONGOOSE PHONE TRACKING
• Replaced dealership
phone number with
rotating bank of dynamic
toll-free numbers
• Tracks number of calls
made from desktop,
“dealer locates” and
mobile click-to-call
• Calls automatically re-
directed to dealership
main phone number, so
no change in customer
experience

45. 45
#3: IN-STORE CONVERSION TRACKING
• Approved to take part in a Google Beat
Test where In-store Conversion Tracking
Links will be enabled in Paid Search ads
• This links will allow identification of
searchers that visited a dealership
within 30 days of their query
• Tracking available even if the user did
NOT submit online or via a phone lead
• Dealership locations upload into Google’s
location system

46. 46
#3: IN-STORE CONVERSION TRACKING
• Google creates geo-fence around all
dealership buildings
• Google determines a store visit based
on user proximity to the dealership location
on Google Maps from users that have
Location History activated on their Apple
or Android smart phones
• This tracking pulls in all paid search ad
clicks across all devices (smart phones,
tablets and desktops) and across all
campaign types

47. 47
YAMAHA TOTAL LEADS
Total Online Form + Call Leads Per Month

48. TAKEAWAYS
OCMA

49. 49
• Centralized call center – if possible
― More Visibility
― Manage the sale
― Don’t rely solely on location manager
• Platform integration
― CRM
― BMP
― Tie back to sales
• Utilize a call tracking vendor, have your agency evaluate the right fit
• Test which features work best for your business (not all of them will!)
SUMMARY

50. 50
DON’T FOLLOW GNOMES BUSINESS MODEL

51. THANK YOU!
Paul Velten
paul.velten@ymarketing.com
m: 323.803.9594