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#InvocaSummit
CMO Workshop5 Ways to Drive Higher ROI through Call Intelligence
Finhas Jhaveri Director, Digital Marketing and eCommerce
Bhavna ShewakramaniMedia Director
Ryan GrierVP Marketing
Ari EchtSr. Marketing Automation Manager
The core ways to leverage call intelligence for growth.
Invoca Revenue Drivers
Revenue Drivers: Overview
AGENTCAMPAIGN LANDING PAGE
LIFECYCLE MARKETING EXPANSION
CALLxMEMORY PRO TIP
#InvocaSummit
Driver #1: CampaignCampaign and Media Optimization
Revenue Driver: Campaign
CALLx
Campaign and Media Optimization
Click to buy
CALL to buy
SOLVES FOR LOST REVENUE DUE TO: Campaigns and media channels not getting credit for calls that result in a conversion • “False negatives” driving faulty optimizations
Revenue Driver: Campaign
CALLx
Customer Strategy
Finhas Jhaveri Director, Digital Marketing and eCommerce
#InvocaSummit
• 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.
Streamline campaigns to be local agent focused.
CALLx
#InvocaSummit
• Previously was collecting campaign level data per caller.
• By using Invoca’s dynamic number insertion technology, able to capture session level data.
• Gave us more granular data about each caller.
Start collecting session level data per call.
CALLx
• 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.
• Ensure non-click through calls are included (click-to-call and call only campaigns)
Use click and call data to improve SEM campaign performance.
CALLx
#InvocaSummit
Driver #2: AGENTAgent and Call Treatment Optimization
Revenue Driver: Agent
CALLx
Agent and Call Treatment Optimization
SOLVES FOR LOST REVENUE DUE TO: Inefficiencies due to support calls or product/service calls outside of expertise • Lengthy IVRs or hold times causing drop-offs
VIP Agent
RegularAgent
Customer Support
Revenue Driver: Agent
CALLx
Customer Strategy
Finhas Jhaveri Director, Digital Marketing and eCommerce
• Shorten caller menu for paid search callers.
• Route callers to nearest local agent.
• Route to right language menu based on location.
Customize caller experience based on channel and community .
CALLx
• Agents were being distracted by fraudulent calls.
• Used Invoca’s Call Confidence Technology to block fraudulent calls.
• Saved time, money, and energy. Finhas Jhaveri
Director, Digital Marketing and eCommerce
Keep agents focused on serving real customers.
CALLx
#InvocaSummit
Driver #3: Landing Page
Revenue Driver: Landing Page
CALLx
Landing Page/Website Conversion Optimization
SOLVES FOR LOST REVENUE DUE TO: Landing/web pages not getting credit for calls that result in a conversion • “False negatives” driving faulty A/B testing optimizations
Revenue Driver: Landing Page
CALLx
Customer Strategy
Bhavna ShewakramaniMedia Director
Dynamic Individualized Content
Product-specific Content Testing Campaign Message Testing
+5% lift in calls +15% lift in calls
A/B Testing: Device, Source & Term
Conquesting Testing
Mobile Testing
+232% lift in conversions
+42% lift in impressions+209 % lift in clicksConversion data NA
#InvocaSummit
Driver #4: Lifecycle Marketing
Purchases Zulu Power Play Server
Revenue Driver: Lifecycle Marketing
CALLx
1:1 Customer Journey
SOLVES FOR LOST REVENUE DUE TO: Missed opportunities for upsell or cross-sell • Increases relevance to customers for higher conversion.
Revenue Driver: Lifecycle Marketing
CALLx
Customer Strategy
Ari EchtSr. Marketing Automation Manager
DataHigher
Relevance Higher Engagement Higher
ROI
Revenue Driver: Lifecycle MarketingThe path to higher ROI
Data from all interactionsAvailable in every platformIn real-time
#InvocaSummit
Data Flow
SalesforceMarketo
Invoca
Invoca Call DataInvoca Call Data
Invoca Call Data
Helping sales reps be relevant
NO COOKIES = ?
Helping marketing be more relevant
#InvocaSummit
Driver #5: Expansion
Revenue Driver: Expansion
CALLx
Affiliate Program Expansion
Get connected with thousands of partners already using Invoca.
SOLVES FOR LOST REVENUE DUE TO: Limited budget for lead generation • Lack of time and resources to scale new partnerships
Revenue Driver: Expansion
CALLx
Customer Strategy
Ryan GrierVP Marketing
Optimize your Publisher selection process.
CALLx
Time Warner Cable Use-Case• Advertisers informed CYH that their agents,
who only sell residential calls, were receiving inquires about business services.
• IVR asked caller to about sales andcustomer service
• We need to subdivide sales calls between residential and business without impactingROI and caller experience
• Tested 2 versions• Asking caller res/biz after press for sales• Adding a biz option to main greeting
CALLx
Optimizing our TWC Publishers 1. Planning – Had to find Biz Advertisers2. Selection – Had to make sure publishers creative, payout
conditions, and targeting were a fit for the Biz questions3. Execution – Set baselines ROI and conversion rates 4. Refinement – Removed Biz questions from campaigns with little to
no biz callers
• Applied new IVR to 32 campaigns & 18 vendors
Impact• Increased ROI• Decreased “non sales” calls and repeat callers• Increased total margin• Added additional pubs and advertisers to TWC channel
CALLx
#InvocaSummit
Conclusion
Revenue Drivers: Overview
AGENTCAMPAIGN LANDING PAGE
LIFECYCLE MARKETING EXPANSION
CALLxMEMORY PRO TIP
Key Takeaways Campaign - Capture session-level data (clicks + calls).
Agent - Improve the experience for callers & agents.
Landing Page - Use dynamic content and A/B testing.
Lifecycle - Build a complete customer view in all platforms.
Expansion - Plan, Select, Execute and Refine.
CALLx
#InvocaSummit
Q&A
Finhas Jhaveri Director, Digital Marketing and eCommerce
Bhavna ShewakramaniMedia Director
Ryan GrierVP Marketing
Ari EchtSr. Marketing Automation Manager
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