Presentation from the April 17th webinar with Invoca CMO Eric Holmen and special guest Paul Wicker of Kenshoo, who discussed how to get a complete picture of cross channel conversions, to create a complete and accurate marketing budget and plan.

1. Unnecessarily Naked:
The Digital Marketer’s New Clothes
Eric Holmen
CMO, Invoca
Paul Wicker
Director of Product, Kenshoo
Part of:
Analytics & Optimization Summit
Guest Speakers:

2. Meet the Panelists
• 20+ years experience in SaaS Digital
Marketing
• Former SVP of Marketing & Sales at
Silverpop, President & CMO at
SmartReply
• Multiple patent holder for
marketing processes and
innovations
Eric Holmen
CMO, Invoca
CONFIDENTIAL
2

3. Meet the Panelists
Paul Wicker
Director of Product, Kenshoo
CONFIDENTIAL
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• Building scalable Local advertising
solutions since 2006
• Small business advocate and
cheerleader. #GoLocal!
• Prolific speaker, blogger and
conference junkie

4. “90%of consumers begin a task on one device then complete
it on another.” –Todd Rowe, Managing Director of SMB Global Sales,
Google

5. A Marketer’s Multichannel Kingdom
CONFIDENTIAL
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Call with basic
information requestMultichannel
marketing is all about
consumer choice.

6. A Marketer’s Multichannel Kingdom
CONFIDENTIAL
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Call with basic
information request
Multi-channel marketing
Omni-channel strategy

7. Today’s Dress Code for Marketers
CONFIDENTIAL
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Call with basic
information request• Bid Management
• Tag Management
• Google AdWords
• Analytics
• Marketing Automation
• CRM
Track ONLINE touch
points and conversions

8. Shifting landscape

9. | 9| 9

10. | 10| 10
50%

11. Mike Ghaffary, Yelp
$2.4 trillion Offline > $815 billion Online

12. Omni versus Store

13. Challenges
• How do you give the store credit for an assist? Pickup?
• What if you purchase in store but ship inventory from
other store?
• How do you connect and value offline conversion to
online activity?
• Are “Store” campaigns the new “Brand” campaigns?
• How do you set budgets and bids for stores versus
online?

14. Marketers may feel very well dressed with their SaaS
toolkit, but they’re actually completely naked when it
comes to a critical conversion point…….

15. Marketing campaigns drive online conversions
(clicks) and offline conversions (calls).

16. A Critical Conversion Point?
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information request
33.6%
41.8%
64.3%
38.4%
38.7%
22.5%
28.0%
19.5%
13.2%
0%
20%
40%
60%
80%
100%
Calls Online Form SEM
Poor/Fair/NA Good Excellent
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and
prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568
Quality Assessment of Lead Source

17. Phone calls close at a rate of 10-15%
higher than online leads
Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center

18. CONFIDENTIAL
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Not Just High Quality, High Volume
From 2011 to 2013, U.S. businesses have
experienced a 133% increase in daily online-
derived phone calls

19. 61% of all mobile searches result
in an inbound call to a business
Google in Ingenuity Digital News

20. Without Call Data …
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information request
• Inaccurate conversion data for high volume digital
campaigns such as paid search and display
• Automating for destruction – automatic bidding on the
wrong terms
• No insight on how to get more of your best quality leads
• Loss of marketing generated revenue

21. Without Call Data …
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information request
???

22. Without Call Data …
CONFIDENTIAL
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information request

23. The Solution
You need an integrated call marketing solution.
Campaign ID
Referring URL
Keyword

24. An Integrated Marketing Solution
Campaign ID
Referring URL
Keyword

25. Marketing program gets credited for the
call. Resulting revenue from inbound call
is tracked.
$

27. Case Study: Major Auto Brand
Time Period: 30 day (pre/post)
Goals:
– Drive qualified phone leads to dealerships
– Optimize keywords that drive calls
Results:
– Lead Volume: increased 13% - 75%
– Conversion Rate: increased 28%
– Cost Per Lead (CPL): decreased 27%
Case Study: Kenshoo Call Conversion Optimization
27

28. But we’re over simplifying…
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
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get the best deals on
the hottest shoes.
Looking for the perfect handbag to
match?
Find the hottest combos
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shoes.com

29. How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at Shoes.com and
get the best deals on
the hottest shoes.
17%
30%
43%
10%
shoes.com
$ $ $

30. How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at Shoes.com and
get the best deals on
the hottest shoes.
shoes.com
Looking for the perfect handbag to
match?
Find the hottest
combos on Shoes.com
$ $ $
4%
8%
18%
5%
65%
$ $ $

31. Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value
• ROI lift of 17% • Spend increased 9% • Fully automated optimization

32. Best Practices
With Kenshoo and Invoca, you can optimize your budget and
strategy planning.
 What % of my campaigns are driving calls, and how
many?
 What higher conversion rates should expect?
 How does this affect my lead volume forecasts?

33. Call with basic
information request
Questions?
Paul Wicker
Director of Product , Kenshoo
Paul.wicker@kenshoo.com
415-230-2500
Eric Holmen
CMO, Invoca
marketing@invoca.com
877-708-7111

34. Call with basic
information request
Get a demo:
http://go.invoca.com/demo
marketing@invoca.com
877-708-7111