JIM: We are talking to BRETT Dansie today about Dynamic Number Insertion (DNI). He comes with a lot of knowledge and experience and we hope to know everything that is there to know about DNI visitor level tracking. And we know you are gonna have questions. At the end, you’ll get a chance to ask those questions. If we can’t get all the questions, we will be able to follow up with you afterward. This can be with a live a demo or whatever is best for you. For now, I will let BRETT Dansie take it away and tell you the 411 on DNI Convirza tells all.
BRETT: Thanks Jim, I appreciate the opportunity. This is a bit of introduction who I am. My role here at Convirza. is the Sales Manager. I’ve been with Convirza for about three and a half years now and so I’m hoping today we can run through some information that is useful to you and explain how you can use Dynamic Number Insertion in a way that maybe you haven’t been using it or in ways that you could further get more information out of the data that you’re you’re currently capturing. So, please do ask… post all your questions in the question box in your control panel as we go along. I wanna make sure that we answer things that we can. The interaction also helps me know how clear I’m being at presenting the topic. So, let me first go in and talk about the challenge. So, being on the sales team, I am in the front line of hearing what the challenges are that many people face. On a daily basis, I usually will hear things like:
How can I attribute all these inbound phone calls that are coming from people that are landing on my website or my landing pages?
Or how can I get a better tracking of the journey that someone takes before they make that phone call?
Or the question might be, how do I see the complete cycle from start to finish, from the first time they did a search to the first time they found this to the first time they called, when they actually called, and then they actually made an appointment and then we actually had a new customer… right?
I wanna see that completes funnel. That’s typically what I’m hearing on a daily basis. So it’s basically one of these two things…
I’ve got this budget I’m spending it but I want and need to be able to show the ROI. And I can’t see the ROI unless I know the complete journey of this customer that ends up making a phone call.
So today I hope to show you how it’s possible to solve this very problem. How you can close that loop so that you can have better accuracy on what you’re tracking or confidence that the data you’re getting is accurate. Did you get the complete picture of what’s happening with your customers along this journey before and even after they make a phone call? So, like I said there’s a lot of different challenges that we face as marketers. Some of it is, as you know, I need to reduce my cost of acquiring a customer. Sometimes they need proof from an agency. I need it through value right to what are the services that I’m providing… other times I just need to convert more of my web traffic and the phone calls seem to be what drives revenue for sure. So there are a lot of different things and challenges that we face in trying to look at this attribution problem and DNI visiting level tracking is one of the tools you can use in figuring out this attribution dilemma.
So, let’s go back to the beginning. Who is familiar with DNI, what it is and how we use it?
So one is Visitor Level Tracking which I’ll be specifically talking about Visitor Level today… kinda get you more details… The more common I can say that probably most people are familiar with is Source DNI and what Source DNI does is just assigning a specific unique number to a referring source. So Google organic traffic has a number or Facebook traffic has a unique number or Yelp or whatever it might be… whatever referring source you wanna track, you assign a unique number and track that and that’s the most common DNI… Source DNI and it’s pretty simple to implement. Like I said it’s just one single number for a specific source.
The other types that you can use and then they are out there are URL or link DNI. What that is just specific refine URL. You can assign a unique number to that. That’s often used in email marketing and display type campaigns. The other type you can use is what we call Session DNI. Session DNI is really good in the page search site. So you wanna look at specific numbers per session and so what happens, someone comes from like Google page… each session… each visitor that comes on gets a specific number and then if they call during that session, we can associate that back to that session id and then we can show you… Okay, this is the key words they typed in ended up calling. And a lot of people will we use the Session DNI for the key word level tracking with their paid search campaign.
Now this is the level tracking… is very similar to the session, the main difference being that on a Visitor Level what we do is when… instead of isolating just paid traffic, what we do at Visitor Level is we create a number port that will… that is large enough to service all traffic. And so doesn’t matter if they come from organic or they come from paid or they come from social… What we do is we assign each visitor a unique number. As we assign that, we also cookie that session so what that allows us to do then is give Visitor Level data on all traffic accounts and mix calls because we’re tracking it at a Visitor Level and also allows this not to be relying on last touch for attribution… right… So we can and at the Visitor Level can explain this further. We can give you the complete journey of that person… from the first time that they come to when they finally make that phone call. That’s because we’re capturing the Visitor id and we’re getting that Visitor Level tracking. Because of that… on the visitor side, this allows this to be much more accurate because we’re not relying again on last touch of attribution… right… We can do first touch attribution and capture the complete visitor journey.
So those are the four different types of DNI you can use and there are use cases… you know for all of these. Lots of the people that start in the sales process will start using this Source DNI because that’s just… you just need a basic thing setup… right… Visitor Level is typically a use case where people are visiting the site multiple times before they make an action like calling. Automotive is a famous one for Visitor Level because people tend to go to the dealership site and listing multiple times before they ever make a phone call. And so understanding all the different touch points attributed to that and action it’s really important. So there are use cases for all DNI types. It just depends on your industry, your campaigns that you’re running and the granularity of the data that you’re wanting to capture on the campaign.
So here’s… I have an example of three visitors on the site simultaneously. Each one has been served up their own unique phone number and now we can capture that. So on a Visitor Level if this was the first time that they’ve been assigned or visited then we would cookie this visit and this is the number the visitor would be assigned and it will continue to come back as they come back. If they’ve shown up the first time through organic search and then the next they come back direct, this is going to be assigned. It doesn’t matter how many times they come back, this is the phone number that’s been assigned to that specific session. Now if this was a Session Level, this would have been assigned and when they come back, it wouldn’t serve them up… so it depends on the type you do but this is the basic idea behind it. The script runs on the page, flips the phone number on the web page, on the landing page and now if they make a call we can attribute that back.
So why use Dynamic Number Insertion? So the main reason to use DNI is to solve this attribution dilemma that we often hear. Okay, we know that they’re going to multiple different steps where different touch points are on the way before they make the call… so why we wanna know? Not just the first touch… we don’t want to know just this… right… they can direct ‘now they call’… so we just assume all that is… we don’t give credit to all the other… admits because we just did the last touch here… we would assume that they just came directly to the web, that’s were giving credit to as far as the inbound call… right… whereas if we’re using DNI, we are using Visitor Level DNI specifically… what we will be able to see is that was if they originally came in from an Adwords ad… then they came in from a referral source… then they came back from organic search… and then the next day they came back direct and that’s when they made the phone call… right… so it… this is often most of our journeys if you think about it… Let’s say…
For example: one day, my wife and I were looking for a new dentist. So we did a Google search. We clicked on some ads of some dentists. Then we went back and we looked at reviews. When we came back days later through other ways we came back directly. We did multiple things and if that marketer is and if the marketer isn’t tracking all that, they’re gonna assume that I never saw the ad which was the original thing that drove me to make this phone call. So that’s the attribution dilemma that most of the time is the challenge that people are facing is how do I understand the complete customer journey that lead into this phone call attributed all the different sources that I’m doing because if I’m not what I’m doing is that I’m not in my Adwords band… I’m not attributing this call back to that. I’m sure changing this in my cost requisition and my week’s spend maybe I’m generating but I really don’t think I am just by that.
Here’s another example of journey. You click on a word to do a search down and now make a call. In order to capture that you got it… you know this… the entire journey if you wanna attribute all the subsequent visits and that’s the beauty of… what we call… first touch attribution verses last touch. That is the real power behind Visitor Level DNI is… it is that you’re able to capture that.
BRETT: Alright then here’s another example of the same idea of the different journey that we see. Here is what it looks like in real life. What we do with Convirza is that we captured this Visitor Level journey. We do this by capturing G-SUITE id and then we can push that data back in a GoogleAnalytics.com… back into your Adwords. When you look at a report, this is the specific Google Analytics screenshot. What you can see is that is that complete journey before they made the phone call. They can see here on this… you know the example that we have here… this one here… they went directly three times, they went organic, then went direct, they went social, they went direct and then they made the phone call… right… and here you got someone who went organic, then they went direct, then they went paid… They went organic… and then they went direct two times and then they called… right… and so what this allows them to do is now see the complete journey… right… this is a specific person that they’re spending… you know a significant amount on page search… right… and what they notice is you can see here that before the implemented Visitor Level DNI, a lot of times direct was getting credit for a lot of phone calls that were driven originally by a page search… right… and so when they implemented this, they’re able to see that okay I am able to attribute all these phone calls… Actually you know, they had a journey of multiple different touches along the way that allows. Now we can see the complete journey… right… we can attribute this phone call back to… as a result not only of the direct but as they went paid, they went organic… they went social and then they actually made a phone call. So we can see all those little things that we’re working on are affecting what people are doing and why we are having the phone call rain.
So what Convirza offers in this is a kind of specific through Convirza and how we deploy DNI visitor level tracking. The main reason… And we are the only ones that do Native Visitor Level integration with Google Analytics and with the events in the visitor accounts with G-Suite id which is really important. So that’s the key neck and gonna start the ball rolling. The next thing you wanna do is then create outcome based call actions… so automation is what we wanna do. So now we’ve got this data we can capture, we’ve got all this Visitor Level data, now it creates automation from right if this happens then do this… send an email, send a text message, sent a web hook… but yeah create an action that’s in real time of the data that we are clicking. So now we can not only just be analyzing the data post it happening… you know two three weeks down the road… but today the visitor comes on and something happens we can we can create automation to that. The other thing that I haven’t mentioned yet that is that really unique… when you were setting up DNI and specifically Visitor Level DNI one of the way that we captured all the data… we do on this visitor’s journey… like I mentioned before, we capture that G-Suite id, we can also capture the custom parameters that are part of that URL. Strange… so you can create… like if you wanna capture the keyword on the page, you can depend on the KW parameter and we can capture that… but any other unique parameter that you’re using in your campaign, we have the ability to be flexibile and fit into what you are doing… you know… and capture those unique parameters and that offers you again the ability to even get even deeper into that customer journey. The capturing more of those custom parameters that are important to you. And then the other thing that I think is really important is deploying DNI… no deployment is the same as the previous and what I found in the last three and a half years is, I’ve sold and helped implement a lot of these different DNI with live for campaigns. Everyone is uniquely different to the way that they need DNI to work and so having a flexible deployment of how we’re doing that is really important. So that’s what you wanna look for is when you think about deploying it you know what exactly do you want it… Capturing the data with the outcomes that you’re looking to get in and how do we… how we need to go about the plan is in a way that makes more sense and then from there, you can kind of make it work for your specific solution. And so what we found is you’re looking at different DNI providers and implementing DNI, make sure you’ve got flexibility in that deployment so that you really can kinda match what you’re currently doing and then add those changes. Best if you’re in an agency as yet different client… each one may require little different deployment and so you wanna be able to have flexibility in how you do that. If you want deeper insights into the different deployment options that we have and how do we implement all that… I won’t get into it here… but that’s something we could talk about further but that is really important in order to you know… have success.
Here are kind of what we offer the features… it is one of the main things that we’ve prior… so then I think is one of the biggest things that my customers see is that if you implement a Visitor Level type DNI what you’re gonna find is that you’re gonna capture… you know about thirty to forty percent more attribution… it should be more calls back than what you are currently doing. And that is huge when you’re looking to kinda show ROI on campaigns and cost per lead and all that kind of stuff. Getting accurate attribution to all those things and making sure that it’s a… you know you’re not missing or misinterpreting things is really important. So with a Visitor Level you get it… you know create… Visitor Level DNI has got options of you can… in your port numbers… you can have both local or toll-free numbers… you get very geocentric data from the visitor because of the data we’re capturing… that URL will stream right… DNI works with all your quick call campaigns. You can track you know first and last page visits on all of your Session stuff… so that’s when I say first and the last page so when we have the data you’re gonna get specific landing page. So they went on the website and they search different pages and land on another, you know, sub page… We can show you what URLs they all visited before they made that call. Like I said before you can deploy DNI tag manager to use a tag manager and simple… typically if you’re in agency that’s really important, we can send all the data into Google Analytics and that’s to put their review using another you know web tracking tool. We typically integrate with most of those also but Google Analytics seems to be the most popular. So that’s kind of all the main features that are included with DNI visitor level tracking. There’s lots of stuff here like the custom parameters in those type of things that they go part of that flexible deployment. So like I said when you’re looking at implementing DNI campaigns and are looking at presenting it to it a client or something like that really… first thing you wanna do is to scope out you know the type of campaign it is an app… that what type of DNI works best for this solution… right… is it we want to know if we’re spending enough on the Visitor Level is really what we need… because we wanna be able to attribute everything accurately or is it so basic that in the budget so small that just Source base DNI would work… right… if at all possible and the budget is available we would always recommend Visitor Level DNI. If at all possible just because the amount of data that you’re gonna get from us… that we will be able to you know provide back to you is ten times more if we’ve got that Visitor Level journey but sometimes it doesn’t always match up to what you’re doing but that’s gonna be… you know if you wanna separate yourself from what others are doing, the Visitor Level does make a huge difference in accuracy and attributing back and you know just understanding the complete journey that your customer goes on before making that phone call. The key benefits like I said before… the average that we see in attribution is about 33%. So you’ll see you know your attribution back to calls go up thirty-three percent which is huge in most of the campaigns and that’s the main… you know the reason why we see most people use like Visitor Level. To track in is just to get more accurate attribution and what they’re currently experiencing.
Other key benefits – Being able to optimize your campaign spend. That’s probably the one we hear the most… especially on the page search side… be able to understand that it should be calls back to keywords that we’re bidding on another order to know what to keywords to bid up on, what bid down on… its huge benefit if you’re driving a lot of inbound calls from your marketing campaigns… optimizing off to that is a no-brainer thing… you know when I talk with a lot of people about… they don’t realize is that your inbound calls and maybe everyone here understand this clearly. It clears the most say that we’ve done… They converted ten times the rate to sell it than any other type of lead… right… so if you’re driving form village or any other type of leads and you look at those compared to your inbound calls, your email ’cause you gonna convert you know ten times than it did… and so attributing and optimizing for those leads that are by far your best performers is a no brainer… so and then like I said, understanding and visualizing that customer journey is paramount understanding how all the different things that you’re working on as a marketer and understanding you got your hand in multiple different things and SEO and social and SCM and retargeting all that has been able to see that the complete journey of what that person is going to before they make that call and it did and then they end up converting so high… we wanna make sure you understand that you can be optimized for all of that shows of them… the main benefits that you’re gonna get by implementing something like DNI with that being said… that kind of wraps up everything that I have said as far as what DNI is, why you should use it and how you could go about doing it… open it up for questions now… if anyone has any questions, go ahead and type those in… and I can answer any questions that you might have and if I can answer… and I’ll get that there is someone smarter than me but go ahead and open it up for questions Jim… Are there any questions?
Being able to optimize your campaign spend. That’s probably the one we hear the most… especially on the page search side… be able to understand that it should be called back to keywords that we’re bidding on another order to know what to keywords to bid up on, what bid down on… its huge benefit if you’re driving a lot of inbound calls from your marketing campaigns… optimizing off to that is a no-brainer thing… you know when I talk with a lot of people about… they don’t realize is that your inbound calls and maybe everyone here understand this clearly. It clears the most say that we’ve done… They converted ten times the rate to sell it than any other type of lead… right… so if you’re driving from the village or any other type of leads and you look at those compared to your inbound calls, your email ’cause you gonna convert you know ten times than it did… and so attributing and optimizing for those leads that are by far your best performers is a no brainer… so and then like I said, understanding and visualizing that customer journey is paramount understanding how all the different things that you’re working on as a marketer and understanding you got your hand in multiple different things and SEO and social and SCM and retargeting all that has been able to see that the complete journey of what that person is going to before they make that call and it did and then they end up converting so high… we wanna make sure you understand that you can be optimized for all of that shows of them… the main benefits that you’re gonna get by implementing something like DNI with that being said… that kind of wraps up everything that I have said as far as what DNI visitor level tracking is, why you should use it and how you could go about doing it… open it up for questions now… if anyone has any questions, go ahead and type those in… and I can answer any questions that you might have and if I can answer… and I’ll get that there is someone smarter than me but go ahead and open it up for questions Jim… Are there any questions?
JIM: Yeah… Not seen any questions… Have been watching, nothing’s been entered in… so I… No questions right now.
BRETT: Right… okay… well if there isn’t any questions from any one, we will just go ahead and wrap up. Like JIM said in the beginning, we record the sessions… I will post those on our YouTube channel and so those will be available for you today to go back through if you have any questions and then most will reach out to you and see if you have any. Their interest in learning more about DNI if you do… We can set up a time to answer those questions individually for you. So I thank everyone for joining us and if there are any other questions we’ll go ahead and in the session…
JIM: Okay thanks for joining. You will get an email with that information back over to the recording and have a great day… Thanks …