John Busby's Presentation from Digiday Data Marketing Summit at Laguna Beach, CA

1. WHY YOU SHOULD BUY CALLS ON A
PERFORMANCE BASIS IN MOBILE
John Busby, VP Marchex Institute
June 26th, 2012

2. Don’t Forget it’s a Phone
49% of businesses view calls as
65% of local searches result in
the #1 desired outcome of mobile
CALLS to a business*
campaigns**
1 2 3
Consumers conduct a mobile or Search results appear alongside Consumers click the icon and
voice search for a local business a click-to-call button instantly make a live
connection with a business
* Google, 2011
** Forrester, 2011
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3. BIA/Kesley forecasts 70 billion phone calls from
mobile in 2016
Internet Call Volumes by Channel (millions)
70000 Calls generated from paid search
60000 Calls generated from organic search
Calls from mobile search
50000
40000
30000
20000
10000
0
2010 2011 212e 2013e 20143 2014e 205e 206e
Source: BIA/Kelsey (2012)
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4. You Should Be A Call Advertiser If:
 You take appointments or reservations
 You address urgent needs
 You have a physical location
 You sell something expensive
 You sell a complex product
 Your product has multiple choices
 On the desktop, your prospective customers fill out forms
 Your customers want to know your hours or if products are
in stock.
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5. Not All Calls Are Created Equal
1
Data Corruption: All these show up as
performing calls without deeper inspection.
2
Negative ROI: Spam
and misdials generate
costs, call center costs.
25%
Spam &
misdials 3
CALLS 53% Deeper Targeting: A small
percentage of these will actually
convert. How do advertisers
Existing
reach the right ones?
customers
22%
Potential new
customer
High quality calls that are answered
and have the potential to convert.
SOURCE: Calls generated from Google Click-to-Call campaigns across multiple campaigns.
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6. Calls Are Happening Everywhere in Mobile
“49% of mobile and tablet
users reported using apps for
local business searches.”
* comScore, Localeze 2012
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7. Not Every Call is Created Equal…Far From It!
Many click-to-call campaigns treat all calls as having equal value or
potential to convert.
Media Budget Calls Received Cost Per Call
Mobile Search $276,498 24,179 $11.45
Mobile Affiliates $40,410 2,640 $15.30
* Marchex advertiser, May 2012
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8. Not Every Call is Created Equal…Far From It!
Tracking and measuring calls individually allows a truer measure of cost per QUALIFIED
call and provides opportunity for improving ad spends.
Bad calls / low conversion
SPAM/
Calls Repeat Service Short Quality Cost
Media Budget accidental
Received Calls Calls Calls Calls QUALIFIED Call
Calls
Mobile
$276,498 24,179 1,046 5,948 2,151 7,333 7,693 = $36/qualified call
Search
Mobile
$40,410 2,640 113 218 187 829 1,347 = $30/qualified call
Affiliates
Many of the keywords or publishers that drive the best CPC will have some of the worst
CPQC, and cause you to move your budget in exactly the wrong way.
* Marchex advertiser, May 2012
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9. Marchex Digital Call Marketplace
Reach - Calls Leading Performance
Mobile Callers Conversion
Connected Technology Pricing
Total Connected Mobile Calls from our Phone Calls Ending Clients pay one price
Lower quality calls that
Calls monthly Voice Search network In A Purchase or for quality calls
are blocked or not
Appointment connected across
billed to advertisers
media
100 70 50 25 PFC
MILLION
%
of voice search
calls mobile
of all calls
% %
Pay For Call
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10. Marchex Institute
 The Marchex Institute is an analytics and research group
that delivers custom analysis and reports to our key accounts.
 Provides deep understanding into digital call advertising campaigns, customer insights
and recommendations for campaign optimization.
 The Marchex Institute has analyzed tens of thousands and mined hundreds of
thousands of phone calls.
Increase Mobile Search Intelligence
 Call analytics and mining* efforts to understand which calls
generated from advertising best convert to sales
 Improve targeting of campaigns, competitive insight and
Sales performance
 Custom reports include:
– Demographic breakdown
– Top competitors mentioned
– Top features mentioned
– Top objections
– Recommendations of optimizing the call experience
 Study for financial services provider helped reduce the cost
per new customer acquisition by 50%
*Call Mining is a proprietary tool that transcribes call recordings and identifies key words and phrases that indicate purchases, complaints, features and other call metrics.
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11. Call Scoring and Call Mining
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12. Call Experience is Critically Important to Conversion
* Data is hold time (seconds) as measured by “time to first word” by caller
** Category data is based on average of hold times in 2011 for select Marchex advertisers.
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13. Understand the Call Experience
0:24 6:00
2 Steps IVR Company A 60%
Conversion
8 Steps IVR Company B 50%
Conversion
0:52 4:30
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14. Getting Started with Mobile Call Advertising
 Pay Per Qualified Calls with Marchex
 Only pay for calls you want – not for short calls, spam calls, repeat calls or customer
service calls.
 Access to all mobile advertising channels – search, SMS, directories, apps.
 Clean Call technology to block unwanted SPAM calls before they hit your business
 Full-service reporting and account management.
 Full-service call tracking and analytics.
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15. THANK YOU
John Busby
johnb@marchex.com
@JohnMBusby
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