Allstate: offline call data improved SEM performance and the customer experience


Call tracking, now frequently rebranded as “call intelligence” or “call analytics,” went from being a novelty in the SEM world a few years ago to a perceived commodity today. However the benefits of using call analytics extend well beyond campaign optimization into operational and customer experience insights for brands and marketers.

Allstate offers a case study, which was presented last week at SMX East. The company worked with Invoca on a paid-search campaign specifically for local insurance agents in multiple provinces in Canada, along with French-speaking Quebec.

As a basic matter, call data provides insight into what’s happening “offline.” As I’ve written multiple times before, this is now critical for all digital marketers (whether search or display).

Using DoubleClick for search and Invoca, Allstate was able to combine click and call data for improved bidding and targeting. Allstate was able to identify the keywords that resulted in calls and then analyzed which of those calls maked quotes and later sales.

Allstate Invoca

Allstate was also able to improve local agent productivity by using Invoca’s technology to block unwanted telemarketing in-bound spam calls to agents — a kind of mirror of the online click fraud problem. It also obtained considerable audience data based on the location of calls.

The company found that a great deal of online quote requests came from the PC. The majority of calls were coming from mobile phones, which offered better leads. Allstate reported the following campaign results:

  • A 16 percent increase in calls year over year
  • A more than 50 percent decrease in abandoned calls
  • Decreased customer acquisition costs

Rather than optimizing against clicks and using lead-capture forms to determine efficacy, Allstate was able to optimize against real ROI metrics, using call analytics. Perhaps a great deal of interesting, however, was how Allstate moved beyond campaign optimization and was able to use call data to improve the customer experience.

Allstate discovered that its previous IVR menu, which ran in excess of 60 seconds, was causing people to drop off calls in impatience or frustration. The company shortened the IVR message for paid-search callers and improved call routing. Accordingly, it was able to capture more high-intent leads.

It was also able to do a better job, using location data, to route calls to local agents and the correct default language. Overall the call experience, where a great deal of sales happened, was improved and the company was able to close more business.

The post Allstate: offline call data improved SEM performance and the customer experience appeared first on Search Engine Land.

Search Engine Land

Close Comments

Comments (3)

  1. Entrust Customized Essay Crafting to Experts
    Our provider regularly launches new products and services and improvements. We choose to keep up with times, so students would always choose us! Applying to every student will face an outstanding high quality, affordable prices, and increased solutions. The latest update was a dissertation literature examination that reveals all aspects on the excellent dissertation crafting.
    Applying to the professional essay composing support may seem to be the easiest way. It can also be the foremost reliable way to present you having a college paper in the outstanding superior quality. Our writers are the owners within the Ph.D. and MA certificates, which are supported by the substantial knowledge and vast adventure. We get the job done with professionals only to supply students with the finest custom made essay producing!
    An software technique is extremely rather simple. You only must know what kind of college paper on-line you must have. If necessary, our operators will contact you for any details. Furthermore, it is easy to contact our help team at any time.
    Choose a Primary Essay Producing Help
    Tailor made essay creating help is everything you should have if you ever are fed up with deadlines and stresses. For affordable price you will get the outstanding top notch from the most appropriate essay writers internet. Today’s electronic era delivers unbelievable opportunities for students and you must use them!
    All you want to get college essay help is to make a tiny software step. We made everything even extra reachable than ever to give you students with essay composing help with the most effective prices. When you would need level of quality, you may need our writers. Just get started with your journey to the academic success and you won’t agree to the ordinary products ever! Post your order right now!

Leave a Reply

Your email address will not be published. Required fields are marked *