data evolved: rethinking testing with call intelligence
TRANSCRIPT
Data Evolved: Rethinking Testing with Call Intelligence
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Jenna FabinoSr. Customer Success Manager
Amy AndrianoProduct Experience Manager
INVOCA MODERATORS
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Ian Bell Marketing Systems & Analytics Manager
INDUSTRY EXPERTS
Josh GruppMarketing Web Developer
Rebecca KaplanVP Digital Marketing
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TESTING: WHAT’S THE POINT?
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• Optimize conversion specific channels• Increase revenue by keyword• Business Transformed by Call Data
TESTING: WHAT’S THE POINT
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• 100% growth as a result of Testing• Imperative part of our Marketing Process • Calls elevated results for testing
TESTING: WHAT’S THE POINT
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• Understand immediate value in selling products bundled
• Low effort quick wins drive huge value (x% increase)
• New, dedicated testing manager center point of marketing ecosystem
TESTING: WHAT’S THE POINT
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MEMOIRS FROM THE FRONT LINE:BUSINESS CHANGES FROM TESTS
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• Data for clients indicating effectiveness of ads
• Optimize based on attribution data
• Improve mobile conversions
BUSINESS CHANGES FROM TESTS
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Form Response Rate Lift -14.34%
Call Response Rate Lift 37.89%
A BBUSINESS CHANGES FROM TESTS
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• Drive more calls using two different phone numbers
• Add more call-to-actions
Single Product Bundled ProductBUSINESS CHANGES FROM TESTS
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PUTTING THE PIECES TOGETHER:KEYS FOR AN AFFECTIVE TEST
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KEYS FOR AN AFFECTIVE TEST
• Prep Work Is Important• Gain consensus on success factors with client
beforehand• Define and Prioritize outcomes and goals
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• Integrate testing into your marketing process
• Leverage MarTech to improve analysis process
KEYS FOR AN AFFECTIVE TEST
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KEYS FOR AN AFFECTIVE TEST
• Testing is a Team Sport• Company-wide participation• Run multiple tests at once
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OK, NOW WHAT?TACTICAL TAKEAWAYS
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• Successful tests don’t require access to website
• Money talks - tie revenue to testing outcomes
TACTICAL TAKEAWAYS
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TACTICAL TAKEAWAYS
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TACTICAL TAKEAWAYS
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• Collaboration is key
• Define and agree on success metrics before building out a test
TACTICAL TAKEAWAYS
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Ian Bell Marketing Systems & Analytics Manager
Q&A
Josh GruppMarketing Web Developer
Rebecca KaplanVP Digital Marketing
