John Busby of Marchex is now up at C3 demonstrating Marchex Call Analytics:
65% of businesses rate calls as their most valuable source
Phone Calls result from:
- Funnel (process drives customer to call)
- Urgency (my car has a flat!)
- Pc to Phone (Not sure where to click so I’ll call)
- High Consideration (medical issues, expensive products)
If a biz gets 100 calls/week @ 3-4 minutes/call that generates around 2 million words/year.
Example of how to use call mining:
Marketers have accountability for calls, but not enough tools to figure out what’s going on.
Data Marchex can track:
- How long was call?
- Which Google keyword drove call?
- Caller profile
Showing an example of a hotel with 7,000 phone calls. You can see how often certain words are used, gender of the caller (picked up by tone of speaker’s voice), source of phone call (e.g. Facebook Page).
Case study – American Financial Network:
Most of their mortgage biz is done over the phone but marketing is expensive. Missed or mishandled calls for inbound leads have a significant bottom line impact.
AFN started listening to every phone call and tracking the location of the caller.
Mismatches in geotargeting were eliminated. Marketing spend was reallocated to high performing and underserved regions. All calls were listened to and responded to in a rapid fashion. 30% average increase in revenue per day.
Case Study: Fortune 500 Company:
Financial services co, receives tens of thousands of calls each month. They only had publisher level data for calls (e.g. this many came from Google, etc.). Desire to minimize existing customer calls.
Started tracking calls by keyword and used call mining. Tested IVR.
Company leveraged a specific phone number by keyword which led to a cost per call metric per keyword. They mined and sampled calls for new customer terms. Reduced spend on searches that produced calls from existing or lower-value customer.
There is a shift towards better linkages between offline & online
More info is being shared between marketing & customer service
When you are able to get into consumer intent in new ways you can be more creative with your marketing spend going forward.
Seems like if you can combine what Yext’s call qualifying does on the inbound side with what Marchex Call Analytics does on the backend and you’ve got a killer solution.