Soapbox: Don’t kick SMBs to the curbside – for many, it’s their new lifeline
While technologies to enable curbside pick-up have been around for years, local business require solutions that work without IT support and infrastructure.
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Bill Dinan's latest articles
Post-Click Activity Offers Key Mobile Attribution Insights
I wanted to take a deeper dive into mobile this month. It’s a hot topic that’s here to stay, and leading mobile ad network xAd recently shared some interesting and relevant stats. xAd’s local mobile ad network generates, on average, a click-through rate (CTR) of 5% to 8%, compared to an average general mobile network […]
Mobile Takes Center Stage As Key Attribution Vehicle For Small Businesses
Talk about summer being over. September’s conference season has kicked into high gear. At SMX East last week, I discussed mobile search ads on a panel alongside thought leaders from Microsoft, Google and xAD. This week I flew west for a keynote on performance media at BIA/Kelsey’s DMS show in Denver. While SMX East is […]
8 Tips For Getting Dashboards Right With Cross-Channel Metrics
Measurement and attribution go hand in hand, and one of the most basic elements of a good attribution model is a solid dashboard with tangible metrics that are clear and easy to read. With the evolution and rise of digital advertising, dashboards have become increasingly popular and complex. While dashboards originated largely with clicks (and […]
Resolving The Online-Offline Attribution Challenge With DNI
It is a classic online attribution challenge: tracking offline leads driven by online sources. Interactive agencies and digital publishers are using SEM to drive leads for national and local advertisers but aren’t getting credit for the calls generated by the programs. The solution is DNI (dynamic number insertion) technology which enables a business’ phone number […]
Measuring & Monetizing The Instant Gratification Of Mobile Search
No matter where you are in your mobile marketing efforts – whether you are an advertiser still developing a mobile strategy or a growing mobile ad network selling to national advertisers – you should know how to effectively measure mobile and your measurement efforts should include call tracking and attribution metrics. Mobile attribution is key […]
4 Ways Post-Call Conversation Analytics Demonstrate Intent & Validate Conversions
Advertisers today should be leveraging new developments in voice recognition speech-to-text technologies to glean key insights and identify important trends across their inbound caller base. Post-call conversation analytics are most effective in determining which ads or SEM campaigns are driving quality inbound phone leads and drilling into key caller intelligence. When combined with pre-call analytics […]
Real-Time Call Data Yields Key Insights on Phone Leads
In my prior article, I focused on the value of pre-call analytics in determining which ads or SEM campaigns drove consumer calls, as well as identifying specific pre-call consumer behavior and engagement points. Now we’re moving into the second piece of the call measurement puzzle—capturing real-time insights from consumer calls. This step allows companies to […]
Searching For Answers To Phone Leads: What Channel Drove Calls?
When a business receives a call from a potential new customer, a slew of questions immediately pop up: How did they find us? Which search engine or ad drove the call? Did they visit our website first? Did they make a purchase as a result of the call? A business that can quickly answer […]
How To Reduce SEM Churn With Integrated Customer Intelligence
Turnover in the SEM world has been a long-standing challenge as annual churn estimates from Borrell Associates range from 50-70 percent. While every organization cites a slightly different number, the issue represents real revenue dollars as finding and onboarding a new client or a new SEM agency is no small endeavor. However, with new tools […]
Google Click-To-Call: Keeping It Simple
Google’s click-to-call offering has received a lot of attention over the past few months, and for good reason. There is great value in offering advertisers an option to track and monetize mobile Internet-driven phone leads. The model allows mobile consumers searching Google to click on the phone number in an ad to auto-dial the advertiser. […]
Attributing Value To Phone Calls: Dynamic Number Insertion Can Help
Dynamic Number Insertion (DNI) technology allows advertisers to track the specific search engine, web page or keyword that generated an inbound phone call using tracking numbers. Advertisers are using DNI to measure the performance of their online advertising campaigns and the impact on call volume. At the most basic level, DNI seamlessly replaces select contact […]