Will Scully-Power

Google moves Beyond the Click with Call Metrics
November 3, 2010, 10:37 pm
Filed under: #mktgcloud, Call Centre Data, Datarati | Tags: ,

Google, an empire built on clicks, is slowly moving away from them as the only measure of success for ads. In the latest example, it’s bringing call metrics to its search ads.

Google AdWords advertisers will now be able to add a unique toll-free number to their ads and track the resulting calls, along with how long they last and where they originated. The company is using the technology behind Google Voice to power the feature. For now, advertisers won’t be charged for the calls, only clicks, but Google said it would consider such a setup down the road.



Phone Call Analytics – Video Demo

A great video demo from our friends over at Jet Interactive on call analytics.

Met with these guys the other day and they’re working on some cool integrations that would allow some pretty funky things for our customers.

Watch demo: http://www.jetinteractive.com.au/video-demonstration.html

What do the Datarati do… in 30 seconds?

Elevator Pitch


I got asked this morning at an Ad-tech event in Sydney what our company ‘Datarati’ does in 30 seconds or less so here goes the elevator pitch:

Datarati helps smart marketers unlock the value of digital behavioral data, by allowing them to execute more personalised and effective email marketing and web personalisation through the use of a marketing automation database (MAD).

Today’s smart data-driven marketers use a MAD to leverage the wealth of demographic/profile data and implicit/behavioural data that online visitors and customers generate as they react to a company’s digital marketing campaigns and interact with its landing pages, microsites and websites.

By centralising all this data into a MAD, marketers can now access and have full visibility into all multi-channel campaign data including:

– Email Marketing data
– Paid Search data
– Paid Display data
– Landing Page, Microsite, Website data
– Social Media data (twitter, facebook, linkedin)
– Telemarketing data (customer service + support)

Why is this so exciting for marketers?

Well today, marketers are living in Excel Hell! They try to collect and collate multiple data sets in Microsoft Excel which are delivered to them by their multiple rostered agencies and or vendors.

With all of these data silios created how can marketers know which channels are most effective in driving leads, opportunities and ultimate conversions/revenue for their organisations?

With a MAD all of this data is centralised into one database where the marketer can execute digital campaigns from end-to-end including:

– Data Segmentation aka List building (Demographic + Behavioural) data
– Email, Form + Landing page creation & execution
– Data Scoring
– Data Nurturing (Drip based Acquisition, Retention, Loyalty Campaigns Campaigns)
– Data Testing / Optimisation
– Reporting & Analytics
– Integration into their CRM database for closed loop ROI reporting & analysis e.g. Salesforce.com, Netsuite, Microsoft, Oracle, Siebel, SAP,  etc.

Oh and P.S you need no IT involvement or support as the MAD is delivered as Software as a Service (SaaS) over a web browser 🙂 and payable by the number of records you have in your database.

I speak quickly, so there goes my 30 seconds 🙂

Also, we are holding the “DATA”‘ event of the year for all Digital Marketers and their Digital Agencies in Sydney in a few weeks time.

Email me if you’re interested in attending!

More: http://www.datarati.com.au

Tracking Calls to Unique Sales Phone Numbers
February 22, 2009, 11:51 am
Filed under: Call Centre Data, Web Analytics | Tags: ,

Mongoose Metrics supplies toll free numbers in bulk for extremely cheap in case you’d like to use unique phone numbers to track campaigns or even different product orders.

Even better though, Mongoose has created a way to track these offline phone calls within Google Analytics.

You can see the phone number called, as well as the duration and date of the call. You can also integrate this with an email alerts system for sales management.

The service works by provisioning a trackable number and assigning that number to a hidden web page on your site containing your Google Analytics tracking code.

When a phone call to the tracking number is connected, the technology will place a web browser visit to your hidden tracking web page and in this way insert the phone call event back into your Google Analytics account.

Each phone call generates a unique visit which is clearly labeled inside of Analytics, as you can see in this screenshot:

More: http://analytics.blogspot.com/2009/02/two-cool-integrations-telephone-leads.html

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