Brady Corp has caught the elusive white whale we’ve all been chasing: true online-offline marketing ROI attribution.
Modern marketing is supposed to be this beautiful blend of science and art, data and creativity, left brains and right brains. The ugly truth is that we’re still struggling with the data part, specifically when it comes to measuring ROI.
But Brady Corp, a company that sells identification, safety, and material solutions, has achieved a whole new level of attribution with Invoca’s Call Intelligence. I had the chance to talk to Ujjwal Bhattarai, Brady Corp’s Senior Digital Marketing Technologist. It’s his job to test and implement marketing solutions and figure out their technical details as well as how they can contribute to their marketing strategy.
On using Invoca, Ujjwal explains,
[su_quote]Invoca is one of those examples of technological implementation where we have been able to bridge the gap between online and offline to achieve closed loop ROI attribution.[/su_quote]
Read the rest of the Q&A to see exactly how Brady Corp closed the loop and what they’re doing with this new information.
How important are phone calls in your customers’ paths to purchase?
Very important, mainly because calls convert at much higher rate than online with higher AOV (average order value).
The role phone calls play in the customer journey also depends on the product line. For example, within certain product lines which are highly customizable, customers often call because they find it easier to work with our sales/support team for complex customizations. In other cases, customers call more than they convert online because they have questions regarding the product details, pricing, discount, etc.
It’s worthwhile to note we are in a B2B environment.
How do you get closed loop revenue attribution with Invoca? Why is this so important?
First, we had to track call volume and the source of those calls. Invoca shows us exactly which marketing channels and campaigns, including paid search, email, and content marketing, are driving calls.
Next, we had to close the loop on revenue attribution by tying revenue back to those calls and the marketing sources that drove them. This data is as critical to digital marketers as radar is to pilots. Without this full visibility, many times, as digital marketers we felt we were throwing darts in dark.
Can you describe an instance when Invoca’s data shed light on an issue and helped you make a positive change?
Now that we’ve filled the online to offline ROI gap, we’re using Invoca on a whole new level for optimization. We’re leveraging call insights to improve our paid campaigns, increase new customers, and help our sales team with real-time call data.
I can think of a specific example with our paid search campaigns. Prior to Invoca, we couldn’t credit a campaign for a conversion that happened over the phone - it looked like a lost opportunity. Now we can use Invoca to prevent these “false negatives.”
With the full picture, we could finally see why reducing the budget of what seemed like an ineffective campaign, actually reduced overall revenue. Now we know what’s really working and can allocate our budget more wisely.
What specific call intelligence data points do you find most valuable?
This could be a blog post of its own, but overall, we use Invoca’s voice analytics and call insights to identify why someone has called, what happens on the phone and the pain points that resulted in an unconverted call.
For unconverted calls, we look at those calls and try to analyze where the problem lies and how we can improve upon it.
We also use call signals to track when callers mention a competitor or price so we know what’s really important to customers. When this data is segmented and married with product data, there are always those valuable “aha” moments.
What technologies do you integrate with Invoca?
To name a few – Analytics, AdWords, Salesforce CRM, and most recently we’re working to have Salesforce Marketing Cloud integrated with Invoca. By integrating Invoca’s call intelligence with these solutions we have the data where we need it to be the most effective. For example, having call data in Analytics/AdWords allows us to optimize our keywords based upon their online and call conversions. With a full view of the online to offline customer journey, all our technological solutions work better.
What advice do you have for marketers who are struggling with measuring ROI?
Historically, it hasn’t been easy for marketers to achieve offline revenue attribution from online initiatives. With technologies like Invoca, now it’s possible for digital marketers to capture the source of the phone call so now we know the real value of our online and offline campaigns in terms of real dollars. Marketers need to start with that closed-loop attribution.
Then, upon adding voice analytics and data segmentation, marketers can visualize not only the customer pain points, but also the new opportunities to drive more conversions both online and offline.
If you want to see more stories like Brady Corp, visit invoca.com/customers.