attribution success in the age of mobile by cody kunning
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Attribution Success In The Age Of Mobile
June 12th, 2014
More leads, Less cost
2
Attribution Success In The Age Of Mobile…
“A problem
well stated
is a problem
half solved.”
3
What actions do mobile users take when
converting offline?
Google and ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May 2012 http://www.ourmobileplanet.com
51% 48%
Visited a Store Called a Store
4
Your best friend you never knew about is
reaching out to you, right now…
Google and ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May 2012 http://www.ourmobileplanet.com
85% of mobile search
triggered calls to
stores happen
within 5 hours of
initial search
80% of mobile search
triggered store
visits happen
within 5 hours of
initial search
5
“A problem well stated is a problem half
solved.”
Calls + In Store Visits ≈
Mobile Attribution
6Google and ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May 2012 http://www.ourmobileplanet.com
#blessed
7
… Calls are not going away. In 2015, More Than50 Billion Consumer Calls To Businesses Are Predicted
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
PCs
2009 2010 2011 2012 2013 2014 2015
Glo
bal
Un
it S
hip
men
ts (
M)
Mobile Devices
Source: BIA.Kelsey, June 2012Katy Huberty, Ehud Gebium, Morgan Stanley Research, Data and Estimates as of 2/11
Global unit shipments of desktop PCs & notebook PCs vs. smartphones & tablets 2009 – 2015E
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
An
nu
al Calls in
M
Calls from Mobile Search
8
Call Attribution is a Black Box
*BIAKELSEY, JUNE 2012
3
Mobile
AdCredit Card
Call
1. How many new customer calls did I get?
2. What is the true CPA of my mobile campaigns?
3. Which KWs have higher Intent?
Desktop
AdLanding
page
Web
siteCheck
out
Click
Credit card
Pixel fires and tracks new customer sale
9
New Customer, Quality Conversation
3
Desktop
AdLanding
page
Web
siteCheck
out
Click
Credit card
Call
Credit card Mobile
AdCall IVR
Call Tracking to
Offline Sale
1 2 3
Quality
Call
Call
Recording &
Analysis
Pixel Fires on call and uses referring URL string to tie online data to offline calls
10
Learning about
calls, and
having some
food.
11
Problems we can solve today that tie
mobile online spend to offline attribution.
We don’t use detailed call analytics to influence ad
spend.
We don’t know which campaigns/keywords are driving
offline sales.
We don’t know how offline information can influence
ad spend.
3
1
2
4
We don't know which campaigns/keywords drive new
customers.
12
Call analytics gets you offline attribution1
Using Google Value Track and Call Analytics together can help advertisers gain a
wealth of information to tie back to offline attribution.
13
09:0
9
09
:59
00:00
01:26
02:53
04:19
05:46
07:12
08:38
10:05
11:31
12:58
Average Existing Customer Ext. Duration Average New Customer Ext. Duration
Call D
ura
tio
n
Source: Marchex Performance Data for Home Security Client
Q2 2013: 95,000 phone calls analyzed
Call Duration ≠ Call Quality1
14
CONSUMER
IVR PRESS
Source: Marchex Performance Data for Home Security Client
Q2 2013: 95,000 phone calls analyzed
68%
24%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Existing CustomerExtension
New CustomerExtension
No ExtensionPressed
Branded Mobile Search
CONSUMER
IVR PRESS
4%
47% 49%
0%
10%
20%
30%
40%
50%
60%
Existing CustomerExtension
New CustomerExtension
No ExtensionPressed
Non-Branded Mobile Search
All keywords do not perform the same1
15
New Customer Calls = Increased ROI2
MARCHEX
IVR
1
2
3
EXISTING
CUSTOMERS
NEW
CUSTOMERS
SMALL
BUSINESS
CUSTOMERS
3%OF ALL CALLERS
CALLERS
FROM
SEARCH
23%OF ALL CALLERS
74%OF ALL CALLERS
16
CALL
FILTERING
DATA
1
2
EXISTING
CUSTOMERS
NEW
CUSTOMERS
MARCHEX
DRIVEN
CALLERS
in 2013
Source: Marchex Performance Data for Home Security Client
Q1 – Q4 2013: 300,000 phone calls analyzed
13% 87%
Repeat Callers (Non-Billable)
New Callers (Billable)
New customers call more than once2
17Sources: Marchex Chome Security Client Residential Call Analysis - March 2014
200+ Phone Call Conversations Analyzed
4%
6%
4%
86%Alarm Support
/ Billing
Upgrade /
New Service
1 in 4Cancellations
is From
Movers
1 in 3Upgrades
is From
Movers
Customer Service
There is value in existing customers too2
18
Tracking performance by keyword3
Pizza
NyQuil
Journey
Returning Customer
Sale - $20 Peperoni Pizza
New Customer
Sale - $10 NyQuil
Repeat Caller
No Sale - Conversation
about Steve Perry
KeywordCall Tracking
NumberReverse
Lookup
Offline Action
Outcome
19
Actionable data to improve ROAS3
Individual Call Tracking improvements Month over Month:
23% decrease in Cost Per Sale 49% Increase in Leads Delivered
10% increase in Ad Spend 42% Increase in Offline Sales
Month Leads Ad Spend Cost Per Sale Sales
January 1,794 $231,085.24 $975.04 237
February 2,669 $253,323.08 $751.70 337
Why did performance improved?
• Increased bids & budgets on days when users were converting
• Increased bid modifiers on hours when users were converting
• Decreased bids in hours when users WERE NOT converting
• Allocated budgets more efficiently by device type
20
“Always On” ≠ “Always Efficient” 3
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Conversions Generated By Hour of DayQ1 2014
0
5000
10000
15000
Conversions Generated By Day of WeekQ1 2014
Users are 100% more likely
to convert on weekdays
90% of all
conversions
happen between
7am and 10pm
21
4 Consumer Intent at the KW Level
22
4
100k Calls for a Home
Security Advertiser
Not All Calls are Created Equal
23
Top 5 Mover Observations We’ve Learned From Analyzing Home
Security Phone Calls From the New Customer Line
In April, 30% of Calls
were Moving-Related
Calls From Movers Convert at
a Very High Rate (75% Likely
to Convert)
The Most Common Reason
Cited for Calling ADT was
Moving into a Neighborhood
with Crime Concerns
Very Few Callers
Live Alone
1
2
3
4
5
25% of Movers Already
Have a System Installed in
Their New Residence
Sources: Marchex Home Security client Residential Call Analysis - March-April 2014
200+ Billable Phone Call Conversations Analyzed
75%
25%
24Sources: Marchex Performance & Call DNA Data for client. Data set from January 2013 – October 2013
Hold Times Impact Performance!
0
100
200
300
400
500
600
0%
5%
10%
15%
20%
25%
30%
35%
40%
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am
Ho
ld T
ime D
ura
tio
n i
n S
eco
nd
s
Ab
an
do
n
& S
ale
s R
ate
Perc
en
tag
e
Average Hold Time Durations Abandon Rate Sales Rate
25Side by side IVR test with Marchex Home Services client. Analyzed 400 randomly sampled calls on each IVR over a side by side 2 month call comparison
Improving call center efficiencies can improve
campaign efficiencies too!
ConversationIVR
ConversationIVR
0:24 6:00
0:52 4:30
2 Steps
8 Steps
20% Increase in Converted Sales Calls
26
Marchex is a leading advertising technology company
focused on Mobile and Calls.
= CALLS
100K+Customer scale
400M+Annual call connections
30Patents granted & pending
420 / 50%Employees / % in Product &
Engineering roles
$175M+2014 Revenue estimate;
profitable and debt free
MCHXPublicly traded on Nasdaq
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