For my Erie Blue data center marketing project I am evaluating the Grasshopper phone service. Grasshopper provides a simple to use and fast to start up virtualized phone system complete with greeting messages and inboxes. I added on top of Grasshopper phone call tracking solutions provided by Mongoose Metrics. With Data Center marketing, paid search keyword rates are quite commonly in the $7 to $18 per click range and organic keyword campaigns require incredible investments in copy-writing, SEO talent and link building. So integrating a phone call metrics system in order to fully measure offline keyword conversions and to monitor and evaluate your sales and marketing process are critical.
The ‘integration’ was actually quite simple. For flexibility, I use a WordPress platform along with Thesis theme for the Erie Blue site. In Thesis, there is a simple to use analytics tool that allows for the inclusion of javascript code across all pages of the site. I simply entered in the required Mongoose Metrics javascript code. Done. Total integration time was less than 60 seconds and I didn’t even need to open a file editor or FTP client. I was on sweet street for sure.
Now when a visitor enters the Erie Blue site through either organic search or paid search, a tracking number is dynamically assigned to the visitor session. Should the visitor call the tracking number, it will seamlessly connect to my Grasshopper virtualized phone service. Sales process improvement is important and with phone call recording I can listen to the caller navigate through the menu system and know if there is menu choice confusion and how often the caller connects with a live operator as opposed to leaving voicemail or worse – abandoning the call. But with Mongoose, if there is caller abandonment, I can always call them back or do a 411 look-up since I have already captured the incoming caller ID. It goes without saying that the call data is also pushed into Google Analytics through the Mongoose tools. Here’s a screenshot below of my test call appearing in Google Analytics which shows the keyword which drove the call.
The screenshot taken from the Mongoose Metrics reports show the keyword I used to enter the site from organic search and it shows the tracking number assigned. You'll notice in the screenshot below that the keyword is what's logged automatically in GA once I placed the phone call.
This is a screenshot within the campaign section of GA. The above keyword is the keyword I used to enter the site from organic search and it was associated with the tracking number assigned to the visitor session.
This screen shot is very small I know. It shows the call detail report in the Grasshopper reports. The log is showing the test call passed from Mongoose Metrics. For privacy, I have the Caller ID edited, but it shows the Caller ID from the orginating caller and not from the Mongoose Tracking number - very cool.
Only one thing left to do… push the call data into SalesForce which is next.
