This document discusses the evolution of phone call analytics and different methods for tracking phone calls. It notes that 92% of online searches result in offline conversions and 43% of consumers who conduct online searches convert over the phone. It then outlines different levels of call tracking from no tracking to using call tracking solutions. The types of call tracking solutions discussed include using unique telephone extensions, code identifiers, phone numbers per campaign, keyword-level tracking, and visitor-level tracking. The document also mentions call logs, visitor paths, and integrating call data with other systems.
2. Online Search Produces Offline Sales According to Yahoo! data, 92% of all online searches result in an offline conversion* 43% of consumers who conducted an online search convert over the phone** 2 *John Kim - Sr. Director - Yahoo Search Marketing [eComXpo 2007] ** This percentage was calculated from data obtained from the following sources: A Nielsen//NetRatings and WebVisible survey, 2006 and a ComScore Google Study, March 2006
4. Different Levels of Call Tracking No tracking at all. Make assumptions based on anecdotal data. Survey customers when they call. Use a call tracking solution. 4
5. Types of Call Tracking Solutions Unique telephone extensions Unique code identifiers (coupon and reference codes) Unique phone numbers per campaign Keyword level call tracking Visitor level call tracking 5
6. Unique Telephone Extensions Each campaign gets allocated it’s own extension. When someone calls in they are automatically asked to enter the extension, which is then recorded. 6
7. Unique Code Identifiers This works in a similar way to the unique extensions, but your customers services representative asks for the unique code and enters it. 7
8. Unique Phone Numbers Each campaign gets allocated it’s own unique phone number. When someone calls in you automatically know which campaign they have called from. 8
9. Keyword Call Tracking Your website has a pool of phone numbers. Each unique search phrase is allocated a number from a pool, as a visitor enter your website. After some time the allocated numbers get reallocated to a different keyword. 9
10. Visitor Call Tracking Your website has a pool of phone numbers. Each visitor is allocated a number from a pool, as they enter your website. After some time the allocated numbers get reallocated to a different visitor. This requires more telephone numbers but allows you to track all website traffic and not just search traffic. 10
13. Data Integrations You can also integrate this phone call conversion data with 3rd party providers, including web analytics, bid management systems, CRM’s etc. 13