营销策划

    今日:315| 主题:37645
收藏本版 (15)
网络、PC端、移动端的营销、策划实战和资讯。

[其他] Allstate: offline call data improved SEM performance and the customer experience

[复制链接]
目送妳旳愛※ 发表于 2016-10-3 22:23:21
200 11

立即注册CoLaBug.com会员,免费获得投稿人的专业资料,享用更多功能,玩转个人品牌!

您需要 登录 才可以下载或查看,没有帐号?立即注册

x

Allstate: offline call data improved SEM performance and the customer experience-1 (experience,marketers,presented,insurance,including)
  Call tracking, now generally rebranded as “call intelligence” or “call analytics,” went from being a novelty in the SEM world a few years ago to a perceived commodity today. However the benefits of using call analytics extend well beyond campaign optimization into operational and customer experience insights for brands and marketers.
   Allstate offers a case study, which was presented last week at SMX East. The company worked with Invoca on a paid-search campaign specifically for local insurance agents in multiple provinces in Canada, including French-speaking Quebec.
  As a basic matter, call data provides insight into what’s happening “offline.” As I’ve written multiple times before, this is now critical for all digital marketers (whether search or display).
  Using DoubleClick for search and Invoca, Allstate was able to combine click and call data for improved bidding and targeting. Allstate was able to identify the keywords that resulted in calls and then analyzed which of those calls generated quotes and later sales.

Allstate: offline call data improved SEM performance and the customer experience-2 (experience,marketers,presented,insurance,including)
  Allstate was also able to improve local agent productivity by using Invoca’s technology to block unwanted telemarketing in-bound spam calls to agents — a kind of mirror of the online click fraud problem. It also obtained considerable audience data based on the location of calls.
  The company found that most online quote requests came from the PC. The majority of calls were coming from mobile phones, which offered better leads. Allstate reported the following campaign results:
  
       
  • A 16 percent increase in calls year over year   
  • A more than 50 percent decrease in abandoned calls   
  • Decreased customer acquisition costs  
  Rather than optimizing against clicks and using lead-capture forms to determine efficacy, Allstate was able to optimize against real ROI metrics, using call analytics. Perhaps most interesting, however, was how Allstate moved beyond campaign optimization and was able to use call data to improve the customer experience.
  Allstate discovered that its previous IVR menu, which ran in excess of 60 seconds, was causing people to drop off calls in impatience or frustration. The company shortened the IVR message for paid-search callers and improved call routing. Accordingly, it was able to capture more high-intent leads.
  It was also able to do a better job, using location data, to route calls to local agents and the correct default language. Overall the call experience, where most sales happened, was improved and the company was able to close more business.
友荐云推荐




上一篇:7 Eye-Catching Headlines That Will Get Your Emails Opened
下一篇:A Quick and Dirty Guide to Amazon Native Shopping Ads
酷辣虫提示酷辣虫禁止发表任何与中华人民共和国法律有抵触的内容!所有内容由用户发布,并不代表酷辣虫的观点,酷辣虫无法对用户发布内容真实性提供任何的保证,请自行验证并承担风险与后果。如您有版权、违规等问题,请通过"联系我们"或"违规举报"告知我们处理。

西瓜荡秋千 发表于 2016-10-4 00:35:23
垃圾内容,路过为证。
回复 支持 反对

使用道具 举报

电商令狐冲 发表于 2016-10-4 01:08:45
收藏了,目送妳旳愛※加油!
回复 支持 反对

使用道具 举报

良民 发表于 2016-10-4 01:30:08
营销策划的帖子越来越有深度了!
回复 支持 反对

使用道具 举报

我绝版了 发表于 2016-10-4 02:13:19
来自水星的目送妳旳愛※
回复 支持 反对

使用道具 举报

pcl345 发表于 2016-10-4 02:41:05
支持你哈............
回复 支持 反对

使用道具 举报

灵薇 发表于 2016-10-4 05:58:00
看起来不错
回复 支持 反对

使用道具 举报

远古-罗慧 发表于 2016-10-22 11:42:21
如果你爱他,请你抓住他,如果你不爱他,请你放手,让他去爱别人
回复 支持 反对

使用道具 举报

雷双凤 发表于 2016-11-11 09:32:47
一天最高可刷99点经验的。把如下语句复制,粘帖即可。以前不懂看贴总是不回,一直没提升等级和增加经验现在我明白了反正回贴可以升级也可以赚经验而升级又需要经验我就把这句话复制下来
回复 支持 反对

使用道具 举报

65658804 发表于 2016-11-13 19:50:44
谢谢目送妳旳愛※分享好东西
回复 支持 反对

使用道具 举报

*滑动验证:
您需要登录后才可以回帖 登录 | 立即注册

本版积分规则

我要投稿

推荐阅读

扫码访问 @iTTTTT瑞翔 的微博
回页顶回复上一篇下一篇回列表手机版
手机版/CoLaBug.com ( 粤ICP备05003221号 | 文网文[2010]257号 )|网站地图 酷辣虫

© 2001-2016 Comsenz Inc. Design: Dean. DiscuzFans.

返回顶部 返回列表