Mongoose MetricsConversion & Call Tracking Blog

This example illustrates how Mongoose Metrics can be used as a new vehicle for monetizing Internet leads.

In any industry where search engine optimization (SEO) tools or search engine marketing (SEM) tools can develop leads, the Mongoose Metrics system can be layered on top of existing lead monetization to turn some web-based leads into phone leads.

In many industries, phone leads are preferable and more valuable than Internet leads. Industries that work with short decision time or prone to ample customer research benefit greatly by phone leads because they increase close percentages. These industries are generally traditional, non Internet-centric businesses.

If a SEO is currently selling Internet leads via email to these businesses, he or she should expect a 10-20x upsell on any phone leads delivered.

Some examples of SEO concentrations that can benefit greatly from the Mongoose Metrics Call Converter SEO tool are; Mortgage SEO; Legal SEO; Home Improvement or Repair (Plumbing SEO, Landscaping SEO, Fencing SEO, Siding SEO, Roofing SEO, Flooring SEO); Mattress SEO; Car Repair SEO; Heating and Cooling SEO; and, Auto Repair SEO.

An advertising agency uses Mongoose Metrics reports and tools to demonstrate campaign effectiveness, advertising return on investment (ROI), and marketing ROI to their clients.

An advertising agency with multiple middle-market clients is being pushed to demonstrate that they deserve a substantial portion of their clients’ marketing budgets. On the next quarter’s campaigns, the agency offers Mongoose Metrics Call Analyzer with Caller Identification as a value-add.

For one specific client, the agency recommends a combination of radio, print, television, and internet advertising. The advertising agency obtains 10 Mongoose Metrics numbers corresponding to each piece of media. Using these phone numbers, the advertising agency is able to show to the customer CMO or VP of Marketing clear marketing metrics that demonstrate the results generated from particular creative and media strategies. This enables the client CMO to evaluate the campaign ROI through existing web analytics and make informed decisions on targeted marketing spending. This accountability for marketing spend also improves the relationship between agency and client.

Additionally, the agency used the Caller Identification feature to produce a daily report for their client showing the contact information for each of the callers on the Mongoose Metrics numbers. The client is then able to follow up with additional touches in order to cement the new relationship.

Through the Mongoose Metrics management portal, the agency is able to create and manage hundreds of campaigns across multiple clients.

This example shows how Mongoose Metrics enables advertisers to create new demand for their inventory simply by changing the method of reimbursement to a cost per acquisition model.

A media conglomerate with radio stations in five cities is having a tough time selling advertising during the 12am to 5am programming window. With inventory in need of buyers, the radio station decides to use Mongoose Metrics to enable a trackable CPA program for potential advertisers.

Advertisers wishing to promote their products during this time are given a station controlled phone number. These advertisers are billed a cost per call by the radio station for any dials to the station controlled phone numbers.

This is a win-win for the radio station and the advertiser. The station is able to fill surplus inventory and the advertiser is able to guarantee a fixed cost for measured results. The station also has access to the CDR records to monitor the performance of the advertising and can shift advertising spots to those advertisers generating more lucrative calls.

This example illustrates how an SEO (Search Engine Optimizer), providing online leads to the mortgage industry, can use Mongoose Metrics services to sell much more profitable phone call leads over plain email leads.

Currently, a search engine optimizer (SEO) focusing on mortgage leads is the top Google result for San Francisco, California and Seattle, Washington. The mortgage lead website asks users to type in their information online before sending the data as an e-mail lead to mortgage broker ABC.

This SEO establishes a Mongoose Metrics account and chooses phone numbers in the 415 (San Francisco) and 425 (Seattle) area codes. The SEO then points those numbers to the mortgage broker’s sales line. Once the service has been activated through the Mongoose Metrics portal, the SEO agent adds the new tracking phone number to its web pages pertaining to Seattle and San Francisco Mortgages. This offers visitors browsing the site the ability to contact a mortgage broker directly.

The SEO is able to negotiate a ten-fold increase in payment on any leads converted to phone calls. The SEO has also found that the Mongoose Metrics solution offers an upsell in its lead generation revenue by converting a percentage of its lower-value email leads into high-value phone calls. The SEO is free to change the mapping of their phone numbers to a different mortgage broker or choose new numbers to assign to different mortgage brokers in the target markets.

• Do you want clearly defined metrics linking marketing dollars to new sales?
• Do you want to know how to best allocate your marketing dollar to generate sales?
• Are you wondering, Is that phonebook advertisement worth your invesment?
• Do you feel that marketing expenditures need to be more accountable to hard sales facts?

We provide the answers to all of these questions and MORE at Mongoose Metrics

If you are a CEO, CMO, CFO, or Sales and Marketing manager, you understand that company expenditures must generate a tangible and speedy return on investment (ROI). Mongoose Metrics provides you with the tools to track every advertisement you run with fine-tuned granularity, allowing the tracking by market, media type, creative, or any combination therein.

Creating value with Mongoose Metrics is simple

1. Create a Mongoose Metrics account

2. Allocate phone numbers for your marketing campaigns through our portal

3. Direct these numbers through our management portal to your sales line

Those three steps can be completed in minutes. Once finished, you are ready to start tracking calls and evaluating ROI! You can also add or return phone numbers instantly at any time depending on your internal marketing requirements.