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posts by Brian Tomasette

  • 15 FEB 2011

    RingRevenue and DoublePositive Join Forces to Make Your Phone Ring

    categorized as: Call Centers, Hot Transfers, Internet/Online, Lead Generation, Marketing, Technology

    Post By
    Brian Tomasette

    Press release on RingRevenue’s site

    Partnership allows lead buyers to generate more voice leads, minimize consumer contact time, maximize consumer contact, and improve ROI.

    Santa Barbara, CA (February 15, 2011) – Today, RingRevenue, the leader in call performance marketing and DoublePositive Marketing Group, specializing in LIVE Hot Transfers, formally announced their partnership to deliver high-quality, live voice leads to national lead buyers in higher education, insurance and financial services. Since launching a series of call performance marketing campaigns with selected customers in late 2010, the partnership has already generated thousands of inbound live voice leads.

    “We know the most valuable scenario is having the consumer on the phone from the start when their interest level is the highest and they are the most likely to convert to a paying customer,” says Brian Tomasette, Vice President of Media Products for DoublePositive. “Our partnership with RingRevenue allows us to deliver even more value to our customers by increasing the return on their advertising spend. Using RingRevenue, we’re able to include unique phone numbers in every advertisement. By doing so we are able to more accurately measure the effectiveness of those ad placements and we consistently see contact and conversion rate improvements on those ads and lead forms that include phone numbers.”

    While marketers pay millions of dollars each year for leads and lead generation form completions, what they really want is customers. “The inherent challenge with lead forms is that consumers are at their peak interest level when they fill out the form, but the minute they hit the submit button they are on to something else and their interest level begins to decline,” adds Tomasette. The combination of inbound and outbound hot transfers allows a lead buyer to drastically minimize consumer contact time and maximize contact percentage, one of top metrics in lead value.

    With RingRevenue’s call performance marketing solution, DoublePositive leverages strategic media placements and partnerships with publishers to drive inbound phone calls to unique toll-free phone numbers that connect consumers to agents in DoublePositive’s call center. The combination of RingRevenue’s call quality filtering technology and DoublePositive’s live agents qualifies the caller, confirms their interest and connects them live to the advertiser’s sales representatives.

    “DoublePositive, like RingRevenue, is built on the premise that having the consumer directly on the phone is of great value to the advertiser,” says Jason Spievak, CEO of RingRevenue. “The combination of our technology and their call center’s qualification and live transfer process ensures that advertisers are delivered a high volume of quality voice leads that are ready to become customers.”

    “We looked at a lot of call tracking vendors in our search to find the right partner. RingRevenue has a leadership team with a proven track record in both telephony and performance marketing, which is very important to us,” says Tomasette. “Off the shelf, the RingRevenue platform comes fully equipped with all of the lead generation tools we need: call ROI by keyword search tracking, instant access to promotional phone numbers, advanced call routing, creative services, great real time reporting and more. We knew we could easily get up and running right away and stay focused on delivering value to our clients. Our advertisers are already seeing the benefit in the form of new customers, increases in quality leads and expanded distribution.”

    Both companies will be attending LeadsCon Las Vegas 2011 March 1-2, the premier conference for the online lead generation industry. DoublePositive is a Gold Sponsor of the event and can be heard talking about the power of phone calls in the panel session: All About The Call – From Speed to Lead to Call Center Effectiveness, on March 1.

    About RingRevenue

    RingRevenue improves every marketing campaign with better quality leads, higher conversions and increased ROI. By tapping the power of the phone, RingRevenue’s patent-pending call performance marketing platform captures and converts more high-value customers. RingRevenue’s comprehensive tracking and analytics consistently increase revenues from mobile, print and other “offline” media while also improving the performance of online campaigns such as search, email and display. RingRevenue powers many of the leading performance marketing networks and agencies. To learn more about RingRevenue or to request a demo, please visit ringrevenue.com or call 866-943-6426.

    About DoublePositive

    DoublePositive Marketing Group, Inc. bridges the “last mile” of converting traditional (data-only) leads into sales. DoublePositive has evolved the model of lead generation to provide sales professionals with a live, qualified, and interested consumer, along with the consumer’s data, all in real time. DoublePositive primarily serves clients and lead providers in the mortgage leads, online education enrollment leads, and insurance leads industries. To learn more visit: www.doublepositive.com.

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  • 23 DEC 2010

    How Important is Giving Credit?

    categorized as: Marketing, Technology

    Post By
    Brian Tomasette
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    Image via Wikipedia

    So I have been hard at work at my new job here at Double Positive and we should be publicly launching a new product in the next month or two.  This post is not about taking credit for that product or giving others credit for building it (that said they do deserve it, as I work with some incredible people here and they are building some amazing things).  It’s about tracking online advertising and the obsession of getting credit for conversions and giving credit for conversions.

    Some quick definitions:

    Last Click – The ad that is the last to be clicked on before a user converts within a certain window of time (typically 30 days) is the one who gets credit for driving that conversion.

    Last View – The ad that is the last to be viewed before a user converts within a certain window of time (default in most adservers is 14 days but people adjust this one a lot more) is the one who gets credit for driving that conversion.

    Last Click Trumps Last View – In this model if there are no clicks prior to a conversion the last ad viewed wins the conversion but if there are any clicks prior to the conversion the views are disregarded and the last click wins the conversion.

    These are the most classic conversion models.  Last view seemed to be sweeping the marketplace a couple years back but I see a lot of big brands going back to the tried and true last click model.

    The truth is that everyone knows that it’s a combination of ads that typically drive a consumer to convert but the problem is most adservers these days can’t handle a multiple ad attribution model.  The other thing that gets in the way is that a lot of affiliates and ad networks want to offer a CPA model and make some margin for their hard work (which is totally deserved) and the Advertiser and the Affiliate/Network need to have a rock solid audit-able method of tracking this so as to not over-pay for sales.

    Given some of the research we have been doing over the past couple months we have found that there might be an opportunity to have your cake and eat it too.  That said with all reward comes risk with it.  We’ve been messing around with different methods of statistical significance using Tagman and some home-grown tools and of course a lot of excel sheets to determine if a model can be built that will evolve with the campaign.

    This is predicated on a couple things:

    1. You can track all conversions that are going through an advertiser’s site. [mandatory]

    2. You can track all clicks and natural traffic that are going to the advertiser’s site. [mandatory]

    3. You can track all ads purchased to drive users to an advertiser’s site. [optional]

    4. You can throttle ads up and down by channel. [optional but possibly mandatory]

    Number 1 is mandatory because you need one (and only one) count of all the sales coming in to the site and a user id that you can match upstream to the clicks.

    Number 2 is mandatory because you need to know how and when users arrive on your site.  The how is not as important as the when.  The idea here is if a user sees a display ad and then types in the advertisers url, you can link those three events if they are in a chronological time series and then by the user id from the adserver.

    Number 3 is optional because first off, there’s no way Google will let you get a cookie dropped on search ad views and what you are really looking for is statistical significance in a chronological time series of advertising, click/type-in to site, and then conversion so tracking all ad views isn’t critical but tracking as much as you can without breaking the bank in adserving fees definitely helps.

    Number 4 is optional/mandatory because in a perfect world all ads are RTB enabled and you can write a computer program to do a time series of cascading ad bursts and then track statistical significance of when a particular ad channel is increased and decreased and watch conversions spike and trough and then you can build your model out as to which ones actually drive sales.  The fact is that the world isn’t perfect so some ads need to be bought in bulk (homepages), others need to be reserved, and others need to be bidded up and down and hope that the volume of ad impressions follow.   So just like #3, do your best but don’t worry about being too much of a perfectionist.

    Now that you have all of that set up, the goal will be to make changes over specific periods of time with each channel of your advertising and identify key pathways and then assign a coefficient of statistical significance to the incremental conversion boost you get (or don’t get) and adjust your budget and price (or bid) you are willing to pay for that channel of ads moving forward.

    This should help you develop a model for buying advertising based more on throttling price and budget based on what is driving incrementality rather than obsessing about ‘giving credit’.

    Read more: http://mobtownlabs.com/#ixzz18wkGHLhm
    Under Creative Commons License: Attribution

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