Telmetrics Outlines Call Attribution Best Practices

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Call Analytics Leader’s Tips Help Marketers Leverage Actionable Call Intelligence for Greater Lead Attribution

Telmetrics

Calls are a powerful piece of the offline attribution puzzle as rich call analytics can help marketers accurately identify the source of a lead and reveal purchase indicators.

As marketers seek clear attribution strategies to prove the offline lead generation impact of their ad programs, leading call measurement and analytics technology company Telmetrics recommends key call attribution best practices. Calls are a critical way to measure offline ad engagement and, for many categories, are a must-have part of the attribution toolkit.

“Most digital and mobile ad campaigns help drive offline purchases, making it critical for today’s marketers to ensure they have strong attribution programs in place to effectively prove the offline impact,” said Bill Dinan, president of Telmetrics, who recently spoke about mobile attribution at SMX East 2014. “Calls are a powerful piece of the offline attribution puzzle as rich call analytics can help marketers not only accurately identify the source of the lead but also reveal purchase indicators and conversions.”

Telmetrics offers the following call attribution best practices to help marketers gain actionable call intelligence and bridge the online-to-offline attribution gap.

1.    Include contact information up front – Clear contact information is one of consumers’ most sought-after mobile features and more than 60 percent of mobile consumers say it is very important to be able to call a business in the purchase phase. Featuring phone numbers prominently in direct response ads is essential to aiding attribution efforts.

2.    Go beyond the last click – Click to call or tap to call is commonly used to track how many consumers connect to the business they are searching, but attribution shouldn’t be based on clicks alone. Advertisers using this last-click approach lack visibility beyond the tap/click, including whether the call actually connected. Marketers should ensure they are using end-to-end call measurement technology to glean rich lead generation data and more accurately evaluate lead quality.

3.    Close the online-offline gap – Dynamic Number Insertion (DNI) seamlessly replaces phone numbers with call tracking numbers on an advertiser’s website or landing pages based on how the visitor arrived at the site or page. This practice allows marketers to tie calls back to the specific originating digital or mobile campaigns. Most of these ad programs are already generating calls but DNI makes total lead generation more transparent and provides attribution lift.

4.    Track calls for all digital programs, including display – Call attribution isn’t just for search programs. Attribution best practices should be used for display ad programs as well: 30 percent of display ad secondary actions are calls.

5.    Complete the purchase loop – Call attribution metrics can help optimize advertising programs in a number of ways. Marketers should measure and test campaigns using multiple variables, e.g., various display creative, ad networks, distribution partners, etc. Also, call analytics can be integrated into CRM systems to link back to purchase activity.

6.    Ensure quality calls are delivered – Spam and telemarketer calls, even wrong number calls are not only a nuisance but also can dilute advertiser call response data. A call-blocking feature is essential and marketers should test their provider’s success.

About Telmetrics, Inc.
Telmetrics is a leading call analytics and attribution technology company that powers digital marketers’ use of calls as a cross-media advertising performance metric. For nearly 25 years, Telmetrics has delivered scalable and quality call measurement innovations that reveal the lead generation impact of direct response ad programs. As a proven global technology partner, Telmetrics helps media publishers, agencies and the leading local, mobile and vertical search providers leverage calls to drive ad monetization opportunities. Telmetrics’ clients deliver ad solutions that help drive calls to millions of SMB and national franchise advertisers. For more information, please visit http://www.Telmetrics.com.

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Meggan Manson
Young & Associates
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