Callday: predictor in context
A new tool for working with contextual advertising “Automatic Forecaster” introduced Calltouch call-tracking service at the Callday call analytics conference . The event, held last weekend at the site Mail.ru Group, was attended by about 2,000 people, including by connecting to the online broadcast.
“Predictor” segments keywords into effective, moderately effective and ineffective based on statistics on the context and data of the Calltouch service for a specific client:
For example, if you need to increase the number of hits, the tool sets the optimal rate for effective phrases, which allows you to get the maximum of hits within the target cost. For ineffective keywords, bids are adjusted to achieve maximum conversion within the allowed CPA. Next, the tool generates a performance forecast: calculates the necessary budget for the growth in the number of requests. If the forecast suits you, the tool automatically adjusts the bids for each keyword to achieve a result.
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- The use of the “Prognosticator” eliminates the need for customers to independently calculate the effectiveness of the context and make recommendations to Yandex.Direct, everything happens automatically based on statistics collected at Calltouch about the company. We tested the tool on 28 advertising campaigns of various subjects and got an excellent result: on average, the cost of circulation decreased by 35%. However, given its technical complexity, the use of the “Predictor” can only be certified by Calltouch, ”said Alexey Avdeev, Calltouch Sales Director.
The main speakers of the conference were representatives of the leading Russian search engines Yandex, Google, and Mail.ru, who shared their own experience with call analytics. They all agreed that the proportion of call conversion in Russia is large, so it is important for marketers to track users, including offline. In particular, Mikhail Firulik, Head of Data Analysis at Mail.ru Group, showed how using new data about the calling audience and the Multiclass Look-Alike tool, you can find new, potential customers with similar interests. This information allows you to target ads to the audience of interest.
The results of the work of call tracking in various topics were demonstrated by representatives of Internet marketing agencies and their clients. For example, Anastasia Bulanova, director of key account management at ArrowMedia (Kokoc Group) and Lyalya Shovkrinskaya, marketing director of Panavto, told about how using the analytics of calls the company managed to win the status of “Dealer of the Year”. Oleg Rudakov, head of the web analytics department at AdLabs and Inga Skvortsova, director of development at CLIFF, presented a case study for optimizing advertising campaigns, competently setting up a CRM system, and improving business processes. Grigory Petrov, a technical evangelist of Voximplant, using the example of the Yulmart online store, showed how using call analytics and automating order confirmations, increase the average bill by 24% and reduce the cost of order confirmation by 3 times.
General partners: Mail.ru Group, AdLabs, Adventum, iConText.
Presentations of speakers can be downloaded here .
“Predictor” segments keywords into effective, moderately effective and ineffective based on statistics on the context and data of the Calltouch service for a specific client:
- - the number of ad impressions in special placement and guarantees for each keyword;
- - clickability of these ads;
- - the cost of attracting a call or online application (CPA);
- - conversion by conversion.
For example, if you need to increase the number of hits, the tool sets the optimal rate for effective phrases, which allows you to get the maximum of hits within the target cost. For ineffective keywords, bids are adjusted to achieve maximum conversion within the allowed CPA. Next, the tool generates a performance forecast: calculates the necessary budget for the growth in the number of requests. If the forecast suits you, the tool automatically adjusts the bids for each keyword to achieve a result.
')
- The use of the “Prognosticator” eliminates the need for customers to independently calculate the effectiveness of the context and make recommendations to Yandex.Direct, everything happens automatically based on statistics collected at Calltouch about the company. We tested the tool on 28 advertising campaigns of various subjects and got an excellent result: on average, the cost of circulation decreased by 35%. However, given its technical complexity, the use of the “Predictor” can only be certified by Calltouch, ”said Alexey Avdeev, Calltouch Sales Director.
The main speakers of the conference were representatives of the leading Russian search engines Yandex, Google, and Mail.ru, who shared their own experience with call analytics. They all agreed that the proportion of call conversion in Russia is large, so it is important for marketers to track users, including offline. In particular, Mikhail Firulik, Head of Data Analysis at Mail.ru Group, showed how using new data about the calling audience and the Multiclass Look-Alike tool, you can find new, potential customers with similar interests. This information allows you to target ads to the audience of interest.
The results of the work of call tracking in various topics were demonstrated by representatives of Internet marketing agencies and their clients. For example, Anastasia Bulanova, director of key account management at ArrowMedia (Kokoc Group) and Lyalya Shovkrinskaya, marketing director of Panavto, told about how using the analytics of calls the company managed to win the status of “Dealer of the Year”. Oleg Rudakov, head of the web analytics department at AdLabs and Inga Skvortsova, director of development at CLIFF, presented a case study for optimizing advertising campaigns, competently setting up a CRM system, and improving business processes. Grigory Petrov, a technical evangelist of Voximplant, using the example of the Yulmart online store, showed how using call analytics and automating order confirmations, increase the average bill by 24% and reduce the cost of order confirmation by 3 times.
General partners: Mail.ru Group, AdLabs, Adventum, iConText.
Presentations of speakers can be downloaded here .
Source: https://habr.com/ru/post/295106/
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