Today’s marketers are data driven; they use data to understand and react to “always-on” consumers in real time. For instance, top marketers continuously leverage available intent data from various consumer touchpoints to deliver highly relevant messages at the right place and time. In doing so, they accomplish various marketing goals from driving brand awareness and loyalty to converting an active shopper into a customer.
Data that details consumer interactions can be grouped into two basic buckets:
Online data
Website interactions where marketers target consumers using their browsing behavior. They use this data with social and programmatic tools to drive brand interaction.
Offline data
Customer relationship management (CRM) where marketers can expand their reach beyond website interactions by leveraging first-party data around past consumer interactions and/or purchases. CRM retargeting is helping marketers drive incremental leads. Understanding these actions is critical to marketers seeking a complete and accurate understanding of the customer journey and experience.
With the advent of mobile, there is another offline consumer interaction that has been growing – inbound phone calls. In industries such as auto, insurance, travel, cable and home services, consumers often express their intent to purchase over the phone. Google, with its search ad formats like click-to-call and call-only campaigns is making it easier for consumers to connect with brands over this channel.
Collecting and overlaying caller-intent data can greatly benefit marketers.
In fact, using this data is critical for a modern marketer for the following three reasons:
1. Incremental opportunity
Data marketer often ask, “Am I reaching these audiences already by targeting the website visitor?” Based on data we’ve seen at Marchex, there is only about a 10-15 percent overlap of callers to a brand with their web audiences. In other words, most callers are likely prospects that marketers are not reaching with their online targeting tactics. A key reason is that the click-to-call ad format and vanity toll free numbers bypass the entire web user experience.
2. High Intent
According to research by Forrester Consulting, callers to a brand convert faster, buy more, and churn less. By using look-alike modeling based on aggregated caller audiences, marketers can reach more prospects. For example, a home security service client worked with Marchex to create a look-alike audience segment based on their past callers. They drove better performance than any of their previous audience targeting tactics on Facebook. The reason was simple—caller-based audiences were a more homogeneous set of target consumers than their previous audiences, which better informed the Facebook look-alike models.
3. Technology maturity
With the help of speech analytics technology, caller speech can be analyzed and made available in real-time to use in targeting. With platforms like Facebook, Google, and Adobe now able to consume offline data via APIs, marketers can reach consumers at the right time with the right message, thereby driving incremental conversions. One of our Fortune 500 clients in the auto services vertical was able to re-target callers who abandoned an initial call to the brand and drive 35x ROI by re-targeting them on Facebook.
In short, leveraging caller intent data can greatly help data-driven marketers with customer acquisition and customer lifetime-value goals. The best customers are those who pick up the phone and call your brand. Caller-based audience targeting can help you convert more of these types of prospects.
To learn more, visit our audience targeting page.
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