Bridging the Online and Offline Attribution Gap

Bridging the Online and Offline Attribution Gap.

#BridgingTheGap

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@LaurenIshimaru#BridgingTheGap

LaurenIshimaru

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OR

Allstate can call you. You can call Allstate.

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Insurance Type?Coverages?Limits?Deductibles?Discounts?

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They are trusted advisors in the community.

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Their community is huge.

The Challenge:

How to do we create the best local experience for each community member that moves from online to over the phone?

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Start with data.

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• Revised SEM campaigns and 1000’s of phone lines to be local agent focused.

• Made campaign management and QA at the local level easy.

• Clear reporting of clicks and calls being delivered to each local agency.

1.) Streamline campaigns to be local agent focused.

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2.) Collect session level data per call.

• Was collecting campaign level data per caller.

• By using dynamic number insertion technology, able to capture session level data.

• Provided more granular data about each caller.

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3.) Integrate call data with click data.

• Integrated call data with click data in DoubleClick Search.

• Analyzed calls to understand the key attributes of successful ones.

• Use combined click and call data to improve keyword bidding and targeting.

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4.) Customize the caller experience.

• Shorten caller menu for paid search callers.

• Route callers to nearest local agent.

• Route to right language menu based on location.

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5.) Keep agents focused on real customers.

• Agents were being distracted by fraudulent calls.

• Used Invoca’s Call Confidence Technology to block fraudulent calls.

• Saved time, money, and energy.

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Results:

• 16% increase in calls year over year.

• More than 50% decrease in abandoned calls.

• Overall campaign Cost Per Acquisition decreased by 7%.

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Tactical Takeaways: Bridging the Online and Offline Attribution Gap.

Getting Started

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1.) Focus on the right keywords to drive calls.

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2.) Use call extensions or call only ads.

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3.) Use click to call buttons on mobile LPs.

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4.) A/B test call buttons and mobile LPs.

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5.) Listen to calls to measure call quality.

“Enterprise call analytics”

“Cell phone tracking”

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Getting Started- Tactical Takeaways Recap.

1. Focus on the right keywords.

2. Use call extensions or call only ads.

3. Use click to call on mobile LPs.

4. A/B test call buttons & mobile LPs.

5. Listen to calls to measure quality.

#BridgingTheGap

#SMX

QA

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