Call Tracking And Attribution Modelling In The Year Of the Mobile!

Speaker: Simon Pereira

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Simon Pereira has spent 6 years running his own business, nearly 10 years in media as a Group Sales Manager and Sales Director, and now in the IT and communications sector with a multinational company, AVANSER.

AVANSER is a call tracking solution with integration of call data into Google Analytics and AdWords as well as bid management tools (such as Double Click, award winning software Marin, Acquisio, Kenshoo), analytic platforms (such as Adobe and Piwik) as well as customer experience optimization solutions (Optimizely) gives you the ability to not only view calls along with other online conversions but also allows you to optimise your campaigns to call conversion.

AVANSER's call tracking solution is used by diverse range of business from local plumbers to some of the world’s largest companies through both direct and agency relationships with multiple routing and reporting services.

Topic: "Call Tracking and Attribution Modelling in the year of the Mobile"

Knowledge level: Professional-Advanced

Duration: 30-45 min + 15 for Q&A

The proliferation of smartphones has significantly impacted our purchase behaviour and the way we engage with businesses. Recent studies suggest that 88% of website visitors complete their purchase offline and Google suggests that 52% of all mobile ads result in a phone call.

In the same Google study, 61% of respondents say that the phone is the most important during the purchase stage of the decision making process, which supports earlier research that suggested that phone leads are 10-15 times more likely to convert than email leads.

Within the modern buying process, your customer will more than likely visit several different touch points, such as offline advertising, multiple digital marketing channels (PPC - AdWords, Social Media, Organic Traffic, etc), email, etc.

In 2013, it is also estimated that over 71% of Australian businesses have never run an online advertising campaign (source: mumbrella.com.au). Call tracking can also help bring to life the true value of campaigns, as it is often easier for businesses to assign value to phone leads as opposed to click through rates.

Understanding the effectiveness of your advertising has never been more important. Growing competition, media fragmentation, ever changing economic environment, as well as ever increasing pressure marketing managers and on businesses to optimise every dollar spent.

Most dedicated call tracking companies now offer simple and effective ways to track calls from your online marketing activities, especially keyword level attribution from paid search campaigns. Optimising digital campaigns without factoring the impact that calls can make means you are potentially missing a huge part of the conversion funnel.