Download pptx - CMO Series: 5 Ways to Drive Higher ROI through Call Intelligence

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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

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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


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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.

Streamline campaigns to be local agent focused.

CALLx

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• 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

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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


• 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

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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


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

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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


DataHigher

Relevance Higher Engagement Higher

ROI

Revenue Driver: Lifecycle MarketingThe path to higher ROI

Data from all interactionsAvailable in every platformIn real-time

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Data Flow

SalesforceMarketo

Invoca

Invoca Call DataInvoca Call Data

Invoca Call Data

Helping sales reps be relevant

NO COOKIES = ?

Helping marketing be more relevant

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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


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

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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

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Q&A



