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Lead Tracking and Conversion - Todd Katler

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Joshua Tree Internet Media, LLC
Joshua Tree Internet Media, LLC

Todd Katler's AIM conference 2008 presentation on cost-effective buying of ads, leads and leases.

BusinessTechnologie
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Present Day Realities of Lead Tracking and Conversion
Topics: ,[object Object],[object Object]
Lead Accuracy in Management Software Questions: ,[object Object],[object Object],[object Object]
Lead Accuracy in Management Software Solving The Equation: ,[object Object],[object Object],[object Object]
Lead Accuracy in Management Software The Results: For the population of leases where a match with a Level One guest cards exists: 32.6% of all leases were sourced correctly (67.4% had a source other than what was recorded at lead origination)
Lead Accuracy in Management Software Other Interesting Observations: ,[object Object],[object Object],[object Object]
Lead Accuracy in Management Software Other Interesting Observations, part 2: On April 6 th , 2008, www.pizza.com sold for $2.6M. Internet-Other received credit for 13 times more leases than it generated! As the most successful ad source in the industry, www.internet-other.com is now owned by Todd Katler. The eBay auction will start next week with a $1M reserve…
Lead Accuracy in Management Software Other Interesting Observations, part 3: ,[object Object],[object Object],[object Object]
Lead Accuracy in Management Software Other Interesting Observations, part 4: ,[object Object],[object Object],[object Object]
Lead:Lease Conversion Metrics Questions: ,[object Object],[object Object],[object Object],[object Object]
Visit Set Ratio (VSR) Demonstrates That Not All Leads Are Created Equal This graph shows variance from the median VSR across four companies. Be mindful that you will have wildly different experiences with each ad source that will often differ by property or sub-market.
Lead:Lease Conversion Metrics Solving The Equation: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Lead:Lease Conversion Metrics Solving The Equation, part 2: ,[object Object],[object Object],[object Object],[object Object]
Lead:Lease Conversion Metrics Lead:Lease Conversion Limitations: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Lead:Lease Conversion Metrics
Lead:Lease Conversion Metrics What if this source is a high cost per lease? Remember that some of this traffic originates at the other ILS’s. Ad spend optimization tends to be possible at lower converting, lower volume sources.
Evaluating Leads through Visit Set Ratio (VSR) Questions Answered: ,[object Object],[object Object],[object Object]
Evaluating Leads through Visit Set Ratio (VSR) Solving The Equation: ,[object Object],[object Object],[object Object]
Evaluating Leads through Visit Set Ratio (VSR) Limitations of VSR: ,[object Object],[object Object],[object Object]
Evaluating Leads through Visit Set Ratio (VSR) How do I compute VSR? ,[object Object],[object Object],[object Object],[object Object]

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Lead Tracking and Conversion - Todd Katler

  • 1. Present Day Realities of Lead Tracking and Conversion
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  • 5. Lead Accuracy in Management Software The Results: For the population of leases where a match with a Level One guest cards exists: 32.6% of all leases were sourced correctly (67.4% had a source other than what was recorded at lead origination)
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  • 7. Lead Accuracy in Management Software Other Interesting Observations, part 2: On April 6 th , 2008, www.pizza.com sold for $2.6M. Internet-Other received credit for 13 times more leases than it generated! As the most successful ad source in the industry, www.internet-other.com is now owned by Todd Katler. The eBay auction will start next week with a $1M reserve…
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  • 11. Visit Set Ratio (VSR) Demonstrates That Not All Leads Are Created Equal This graph shows variance from the median VSR across four companies. Be mindful that you will have wildly different experiences with each ad source that will often differ by property or sub-market.
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  • 16. Lead:Lease Conversion Metrics What if this source is a high cost per lease? Remember that some of this traffic originates at the other ILS’s. Ad spend optimization tends to be possible at lower converting, lower volume sources.
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