Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca Webinar

Unnecessarily Naked: The Digital Marketer’s New Clothes

Eric Holmen CMO, Invoca

Paul Wicker Director of Product, Kenshoo

Part of: Analytics & Optimization Summit

Guest Speakers:

Meet the Panelists

• 20+ years experience in SaaS Digital Marketing

• Former SVP of Marketing & Sales at Silverpop, President & CMO at SmartReply

• Multiple patent holder for

marketing processes and innovations

Eric Holmen CMO, Invoca

CONFIDENTIAL 2

Meet the Panelists

Paul Wicker Director of Product, Kenshoo

CONFIDENTIAL 3

• Building scalable Local advertising solutions since 2006

• Small business advocate and cheerleader. #GoLocal!

• Prolific speaker, blogger and conference junkie

“90% of consumers begin a task on one device then complete

it on another.” –Todd Rowe, Managing Director of SMB Global Sales, Google

A Marketer’s Multichannel Kingdom

CONFIDENTIAL 5

Call with basic information request Multichannel

marketing is all about consumer choice.

A Marketer’s Multichannel Kingdom

CONFIDENTIAL 6

Call with basic information request

Multi-channel marketing

Omni-channel strategy

Today’s Dress Code for Marketers

CONFIDENTIAL 7

Call with basic information request • Bid Management

• Tag Management • Google AdWords • Analytics • Marketing Automation • CRM

Track ONLINE touch points and conversions

Shifting landscape

| 9 | 9

| 10 | 10

50%

Mike Ghaffary, Yelp

$2.4 trillion Offline > $815 billion Online

Omni versus Store

Challenges

• How do you give the store credit for an assist? Pickup? • What if you purchase in store but ship inventory from

other store? • How do you connect and value offline conversion to

online activity? • Are “Store” campaigns the new “Brand” campaigns? • How do you set budgets and bids for stores versus

online?

Marketers may feel very well dressed with their SaaS toolkit, but they’re actually completely naked when it

comes to a critical conversion point…….

Marketing campaigns drive online conversions (clicks) and offline conversions (calls).

A Critical Conversion Point?

CONFIDENTIAL 16


33.6% 41.8%

64.3%

38.4%

38.7%

22.5%

28.0% 19.5%

13.2%

0%

20%

40%

60%

80%

100%

Calls Online Form SEM

Poor/Fair/NA Good Excellent

Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568

Quality Assessment of Lead Source

Phone calls close at a rate of 10-15% higher than online leads

Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center

CONFIDENTIAL

18


Not Just High Quality, High Volume

From 2011 to 2013, U.S. businesses have experienced a 133% increase in daily online-

derived phone calls

61% of all mobile searches result in an inbound call to a business

Google in Ingenuity Digital News

Without Call Data …

CONFIDENTIAL 20


• Inaccurate conversion data for high volume digital campaigns such as paid search and display

• Automating for destruction – automatic bidding on the

wrong terms • No insight on how to get more of your best quality leads

• Loss of marketing generated revenue


CONFIDENTIAL 21


???


CONFIDENTIAL 22


The Solution

You need an integrated call marketing solution.

Campaign ID

Referring URL

Keyword

An Integrated Marketing Solution

Campaign ID Referring URL

Keyword

Marketing program gets credited for the call. Resulting revenue from inbound call

is tracked.

$

Case Study: Major Auto Brand Time Period: 30 day (pre/post) Goals: – Drive qualified phone leads to dealerships – Optimize keywords that drive calls

Results: – Lead Volume: increased 13% - 75% – Conversion Rate: increased 28% – Cost Per Lead (CPL): decreased 27%

Case Study: Kenshoo Call Conversion Optimization

27

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Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value

• ROI lift of 17% • Spend increased 9% • Fully automated optimization

Best Practices

With Kenshoo and Invoca, you can optimize your budget and strategy planning. What % of my campaigns are driving calls, and how

many?

What higher conversion rates should expect?

How does this affect my lead volume forecasts?


Questions?

Paul Wicker Director of Product , Kenshoo [email protected] 415-230-2500

Eric Holmen CMO, Invoca [email protected] 877-708-7111

mailto:[email protected]



Get a demo: http://go.invoca.com/demo

[email protected] 877-708-7111

http://go.invoca.com/demo
