Analyzing Marketing ROI

Transcription

1 Analyzing Marketing ROI A Retreaver Training Services Guidebook Document Version 1.0 May 19, 2017

2 Before You Begin Retreaver Marketer helps companies gain insight into which online and offline campaigns are driving calls, and which of those calls are converting to sales, happy customers and positive business outcomes. Insights that help you focus your investments on the channels, partners and efforts that are driving meaningful outcomes for your business. This guide will walk you through, step-by-step, how to setup marketing campaigns and the ROI tracking of those campaigns in Retreaver. Table Of Contents Before You Begin Terminology Concepts Gathering Relevant Information PART I: Getting Started With Basic Call Tracking Step 1: Add Call Sources Step 2: Add Call Handlers Step 3: Create A Call Campaign Step 4: Add Phone Number(s) To The Campaign Step 5: Test Your Campaign Reporting Campaign Results PART II: Adding More Data To Tracked Calls Step 1: Create Data Tags for Tracking Step 2: Adding Data to Inbound Phone Calls Step 3: Analyze Calls With Tags PART III: Improving Marketing ROI Technique 1: Measure & Adjust The Marketing Mix Technique 2: Provide Call Handlers With More Information To Help Convert Calls Technique 3: Prioritize Call Routing To Higher Yielding Handlers Technique 4: Introduce Questions to Disqualify Leads Technique 5: Add Automated Post-Call Re-marketing Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 2 of 36

3 Terminology The following terms are used throughout this Guidebook, the Retreaver Knowledge Base, and Retreaver documentation. Recognizing each of our customer s businesses are different we ve highlighted commonly used and similar terms for reference: Contact Sources: The partners, people, and channels that you need to track as the sources of inbound calls. Also referred to as - Publishers, Sources, Affiliates, Channels. Payout : Amount you pay for each converted lead. For internal campaigns, it may be the average cost of ad placement, for partners the amount you pay them for the lead. Contact Handlers. The call centers, partners, people or agent who will be receiving calls coming in from your Contact Sources. Also referred to as - Call Handlers, Call Endpoints, Agents, Call Buyers. Revenue. Amount you earn for each converted lead. Whether this is the sale value or LTV of a new customer, or the revenue you earn from a buyer paying you for leads. Numbers: Static local phone numbers, toll-free phone numbers or SIP addresses from where a call may come. Port in existing numbers or purchase new Numbers directly within your Retreaver account. Number Pools: A set of Numbers used to capture dynamic/ real-time information from mobile or other digital landing pages. A temporary number is presented and tagged for callers like a session cookie so you can know more about who is calling and what they are calling about. Campaigns : These are the configured business rules, workflows, that are applied when a Caller dials a Number that is presented by a Contact Source in order to get them to the best Contact Handler to take their call. You can create as many campaigns in Retreaver as you like. Tags. Tags are data points that are attached to calls and used in reporting, routing and identifying the best Contact Handler to answer the call. Knowledge Base. Also referenced as KB. The support portal for Retreaver Customers contains a number of articles and instructions for completing various tasks in Retreaver. Tip: If you are a performance marketer using the nomenclature of Publishers and Buyers, go to the upper right or your screen and click the shopping cart icon. Then switch the toggle to turn on Performance Marketing Edition. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 3 of 36

4 Concepts Retreaver is designed to efficiently route callers to the person (Call Handler) most likely to convert them with a positive outcome. The following illustrates how the components of a call flow fit together with Retreaver. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 4 of 36

5 Gathering Relevant Information To help prepare for the configuration of a campaign by gathering the relevant information. The following is an example of the type of information to collect. Information Type Campaign Description Example for this guide In this example campaign, we ve sent out direct mailers to Toronto and Hamilton (two cities in Ontario). We have also sent out an offer to our newsletter subscribers living in those geographies and have run some targeted adwords trying to get people to visit our landing page where they can assess then call us about our June Free Trial Offer. We also contracted an agency to try and see what traffic and leads they can deliver to us. Campaign Goals Call Sources and Cost Assumptions Campaign Name Our goal is to figure out over a two week period which sources are delivering conversions on the free trial, so that we can roll this campaign out to other cities in July. Direct Mailer - cost is $1 per mailer Offer - cost is $0.01 per Landing Page - n/a Adwords Campaign - cost is $2 per click Agency Partner - cost is $10 per converted lead based on 90 sec connected call June Free Trial Offer Call Handlers Agent A - Sam Jones extension 1 Agent B - Sue Smith extension 2 Overflow Call Center * Note we re using the Retreaver general phone number for all our sample call handlers. Normally you would use the agent s unique phone number and/or extension. Revenue Assumptions A successful sign up to the free trial is worth $25 to us. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 5 of 36

6 PART I: Getting Started With Basic Call Tracking We begin by setting up a basic campaign to track calls. The goal of PART I is to successfully dial a tracked Number, have it connect to a Call Handler and record the call. We will also view the reports and evaluate the data that is captured on the call. How to add detailed data and routes to calls is introduced in Parts II & III. Step 1: Add Call Sources Sources are channels, partners, publishers or ads that drive calls to your business and that you want to track. In our example the sources being tracked are Direct Mailer, , Landing Page, Adwords and the Agency Partner. In the Retreaver menu click Sources from within Contact Sources dropdown, then click the + New Source button (note: If you have switched to Performance Marketing Edition this will say + New Publisher) Add the following Source Properties : Source ID: (Required) If you are using other systems to track your sources, make this ID match the ID used in your other systems. Otherwise, can be whatever you like. First name. (Recommended) If a person or partner use this field to provide their first name. Otherwise, use it to name the Source for quick reference in Retreaver. Company Name: (Recommended) Use this to name your partner company or mark as an internal marketing channel. When you re done this, click Create Source. Repeat the steps for each of your Contact Sources. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 6 of 36

7 Step 2: Add Call Handlers The people who answer the calls are your Contact (Call) Handlers. They are added next to be available for use in Campaigns. In the example these are Agent A, Agent B and the Overflow Center. Remember you can update your Call Handlers at any time, so for now let s configure the basics. In the Retreaver menu select Call Endpoints from within the Contact Handlers dropdown. Then select + New Contact Handler (note: If you switch to Performance Marketing Edition this will say + New Buyer) Enter in the following Call Endpoint Properties for your first Call Handler. Number: (Required) Enter the phone number or SIP address of the Handler receiving calls. Name. (Recommended) For reference in Retreaver to know who this Handler is. Use call center name if needed for call center endpoints. Send Digits: (Optional) When the handler has an extension (in our example) then you can enter instructions to bypass the IVR. Use w to wait 0.5 seconds before pressing the digits. Click Create Call Endpoint. Repeat the steps for each Call Handler. For more information about using SIP addresses for your call handlers please see: Routing to SIP and using SIP Headers Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 7 of 36

8 Step 3: Create A Call Campaign Now that we have call Sources to track and Call Handlers to answer calls, we need to link the two together using a Campaign. Campaigns apply business rules/ logic to route Callers to the best Handler and to provide the analytics and data needed to improve your marketing performance. In the Retreaver menu select Campaigns then click + New Campaign. Name the campaign and provide a campaign ID. Tip: If you are using a lead or campaign tracking software such as CAKE, Voluum or HasOffers, it is recommended you set this campaign ID to the same ID in your other system. It will make sharing data between systems much easier. Apply the Routing Settings, the instructions for Retreaver on how to handle an incoming call. Set the first instruction to When nothing is pressed dial In the dial box, add the agents a caller could be sent to. Type their name or Number to start Click the green circle to add another two instructions. Select no handler answered for the first and select end the call for the action Select all handlers closed for the last and select end the call for the action This simple set of instructions will handles the 3 most common scenarios; when a call comes in find an agent, when no one is available end the call, if no one answers end the call. Who will receive the call? Retreaver dynamically distributes calls to the Handlers based on priority & weight. More on this in PART II Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 8 of 36

9 Add the appropriate Prompts for callers to hear when they are routed per scenario. To add a prompt, select the routing scenario from the drop down and click the green circle. Add a greeting for each prompt type added. Retreaver allows text-to-speech and custom recorded audio for prompts. For more on prompts & audio please read: IVR Prompts Add conversion criteria - i.e. how is a successful call indicated in this campaign? Retreaver provides the ability to convert a call based on : Attempt - A call is converted when the Number is dialed and connects to the campaign. Good for counting calls placed to the campaign. Timer - When a call is connected and lasts a specific length of time, the call will be considered converted. Good for counting calls of a minimum duration. Postback - When conversions are recorded in another system, this setting allows the conversion information to be matched back to the call via postback. For more information please see this article : Receiving Postback Data from Third Party Systems Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 9 of 36

10 Optional : Add different conversion criteria to a campaign based on the data tags associated with the incoming call. For example, calls from one channel may cost you more per lead that another channel or calls about Product A may lead to more revenue than calls about Product B. Use more detailed conversion tracking to get more accurate ROI calculations for your call campaigns. Read more about Custom conversion criteria in the KB article: Adding Buyers to an Existing Campaign Click Create Campaign Your campaign is now set-up to receive calls and route the callers to your Call Handlers. All that s left is to link a phone number to the campaign so people can call in. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 10 of 36

11 Step 4: Add Phone Number(s) To The Campaign The campaign is now configured, next add phone numbers for callers to call into. Retreaver allows the procurement of Numbers directly within your account to be applied immediately to a campaign. Note: If you have existing phone numbers you would like to track, they can be ported into your Retreaver account. Refer to this knowledge base article: How do I port a number? or contact support@retreaver.com for assistance.. Adding Numbers Add New Numbers for your campaign via one of two places : In the Campaign summary view Click Numbers from the menu (and select a campaign) Select attributes for the new number : Toll-free or Local number Country and prefix - use the refresh icon to get a new set of numbers if you re look for a specific combination Source - Optional: Used to dedicate the number to a specific Contact Source. When applied, all calls on the Number will be attributed to the indicated Source. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 11 of 36

12 Add a number for each source you want to track in this campaign : Retreaver allows the creation of 1 or more unique numbers for each source & data tags (see PART II). Making it possible to track as many sources as needed. Tip: Extend Numbers with Extensions. Extensions are a virtual way to get more trackable numbers for your campaigns without procuring more Numbers. Especially valuable for mobile-based campaigns where users are able to Tap to Call, or for offline campaigns as coupon or offer codes. Add extensions from a Number s summary page. Click on Numbers in the menu, then on the specific number click the New Extension button Enter the extension number you d like to make available. Up to 6 digits may be used. Optional. Extensions may be individually associated with Sources and Tags and assigned different data to each extension. Make extensions for specific Call Handlers by tagging the extension with their system_handler_id. Read more about Extensions in th KB article: Extensions by Retreaver Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 12 of 36

13 Step 5: Test Your Campaign With numbers now available for the campaign, run a test by calling the numbers. Place the call and check for the following : Are you successfully connected to a Call Handler? Is it the Call Handler you expected? Was the correct Prompt played? Go into your Call Handlers list and Pause the Call Handler. Call the number again. Are you routed to the next Call Handler you expect to receive call? If all handlers are paused, do you hear the All Call Handlers Closed prompt played? Does the call end? Click on Call Log under Reports in the menu to open a list of recent calls. Find the test calls in the Call Log. Review the Tags assigned to the calls. Confirm they are correct. Click the UUID to view the history of the call. See the routing decisions made by Retreaver to connect the caller to the Call Handler. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 13 of 36

14 Reporting Campaign Results Congratulations! Your campaign is now ready for calls. Start your marketing, and when it s time to analyze which call sources and agents are delivering the best results, use Retreaver s built-in reports. Expand Reports in the Retreaver menu to access different report types. The Contact Source, Contact Handler, Campaign & Number reports show : Total Revenue - Related to conversion criteria set in your campaigns Total Payout - Related to conversion criteria set in your campaigns Total Cost - Direct Retreaver costs assigned to the calls Total Profit - Calculated from Revenue less Payout less Cost Earnings Per Call Cost Per Call Total Calls - Number of calls placed from the source, to the handler, in the campaign or to the specific number. Unique Calls - Removes duplicate callers to provide a unique caller count. Conversions - Count of calls that converted per conversion criteria set in your campaigns Average Duration of Calls Results By Contact Source The Contact Source report lists call results by different sources across all the different campaigns. Use the filters to refine data results. For example, select a specific campaign to view how each Contact Source performed for a specific campaign. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 14 of 36

15 Results by Contact Handler, by Campaign and by Number Similarly, view call performance by other dimensions. For example; By Contact Handler is shown below. Remember to use filters to drill down by Campaign, Source & Tag. Exporting Report Data To access call data in other formats or to organize it differently, Retreaver provides the ability to export call data into Excel or CSV files as custom reports. Under Reports go to Generate Report in the menu, then click New Report. Select Scheduled or One-time. Select the range of dates. Then add the report properties to filter the data. Click Create Report Once Retreaver finishes creating the report, download the file under the column Format Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 15 of 36

16 PART II: Adding More Data To Tracked Calls Retreaver is designed around the use of call data in form of Tags. Tags define sets of data that are associated with calls. Tags may be : Date Date-time Numeric - Integer type data such as age, counts, etc Text - String type data such as name, , interest, etc. There are also 3 special Tag type in Retreaver: Geo - Caller location. Retreaver presents zip codes, state/province, country as a Geo tag set. Call Source - Tags that identify the specific source associated with the call as they are defined in the list of Call Sources. This tag refers to the internal Call Source ID. Call Endpoint - Tags that identify the specific Call Handler by ID who s associated with the call. Retreaver also includes the pre-built tags listed in the KB Article : Tag Types and Operators Technically speaking, an unlimited number of tags may be associated with a call. Practically, Retreaver recommends focusing data collection on the information required to make the best possible business decisions. Read more about tags in the KB article How a Call gets Tagged. Step 1: Create Data Tags for Tracking Open the New Tag Wizard to add your new tag. Select Text for your first tag. Click on the square. Enter in a name for the tag in the Key field. We recommend using all lowercase for consistency and should you use your tags later in scripting later on. Click to disable the Prompt. Click Create Text Tag. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 16 of 36

17 Step 2: Adding Data to Inbound Phone Calls Now that Tags have been defined let s add that data to a phone call, a.k.a. Tag the call. This may be done programmatically, implicitly from URLs, or by associating tags directly to specific phone numbers. Assign Tags to Phone Numbers Directly The simplest way to Tag a call is to tag each phone number directly with the data that represents context for the phone number being used: Edit the Number you want to tag. In the field Tag List, enter in the tags in a key:value format. Or click the Wizard button to select tags from the available options. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 17 of 36

18 Once all the tags have been added click Update Number to save the changes. Tip: Use colors to group your tags. For example, you might make all profile related data orange, all geo data grey, all product interest data purple, etc. If you create a tag on-the-fly in the Tag list of a number, you can register it in your Tags by creating a new tag via the Retreaver menu with the same key. The new color will be applied to your previously created/ applied tags. Remember to use the same capitalization on your Tag key. Assign Tags from URL Parameters When marketing efforts are focused on driving leads to a landing page, attribute those efforts to the resulting phone calls and phone call outcomes. Consider the following workflow : Ad 1 or Ad 2 > Landing Page w/ Number > Call Placed > Call Converts Typically which ad drove the lead to the landing page is tracked as a URL Parameter. When the lead calls from that landing page, you want to pass that same parameter value to Retreaver so the correct ad is attributed the conversion. To accomplish this tracking : Open the campaign. Click Retreaver JS Settings, then click the </> Code tab. Copy the Retreaver.js code by clicking the copy icon. Then add it to your landing page. This code needs to be placed between the <head> tags of your landing page. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 18 of 36

19 Next open the Parameter Mappers tab, and click the green edit button to open the mapping tool. Enter the URL parameters to be tracked in Retreaver as a Tag. The URL Parameter needs to match exactly the parameter on your landing page URL, the Tag Key should match the Tags in your Retreaver account (note - you can create new tags here as well and update them later in the Tag manager). In the example above, if a caller has visited the following URL : yourdomain.com/landing_page1?age=32&tag1=some%20information Then Retreaver will add the following tags to the call: age:32 new_tag:some Information Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 19 of 36

20 Go to the Number Replacement tab. Tell Retreaver where to insert the Retreaver Phone Numbers from the campaign. Click the green plus button to add new number replacements. The replacement looks for an exact match of numbers and format. We recommend adding a number replacement for the displayed number and any tel: links that have numbers underlying in the href. Typical formats considered unique Number Replacements : (866) ** for this one be sure to check the spaces (866) ** not the same as previous bullet Adding Tags Programmatically via Retreaver.js & Number Pools Add data to your calls by using simple scripting on your mobile and web landing pages. Add tags about anything related to your caller s journey to call you. Add Retreaver JS to your landing page similarly to how you added the code in the last section. Expand the Advanced section to reveal the custom Retreaver JS code. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 20 of 36

21 Copy the code by clicking the copy icon. Add this code to the <head> section of the landing page. Customize the code to add the tags to be tracked. For example consider replacing the //Your code goes here section with the following : // Your code goes here! var campaign = new Retreaver.Campaign({campaign_key: '...your key... '}); campaign.auto_replace_numbers(function (number) { number.add_tags({calling_about: 'sales'}); $('.widget').on('mouseover', function () { number.remove_tags_by_keys(['product_interest']); number.add_tags({product_interest: $(this).data('product')}); }); }); // End your code... In this example jquery is used to update the tag product_interest with data values of a moused over widget on the page. For the full set of Retreaver.js functions please refer to these online documents. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 21 of 36

22 Complete the Number Replacement. Add a New Number Pool. Be sure to set the following properties: Campaign - Required. The script uses the campaign key to match the page to the campaign. Max Pool Size - Required. Once live, make sure this is scaled to match need. Per-visitor Numbers - Check this box. Select the type of phone numbers for the Number Pool. Retreaver automatically creates numbers for the Number Pool that reflect your selected properties. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 22 of 36

23 Check the landing page. When you refresh the page in different browsers, a new number should be presented for each session. Call a number then check the Call Log for it s logged record and history. Step 3: Analyze Calls With Tags With the data collected, it s now time to use it. Open the Call Log to view recent calls and the related tags assigned to each call. Use filters to drill into the Tags (i.e. below drills into tag Age ) Expand the graph to see the per tag value results View the call log records to review details of the calls in the data set Download the filtered list to Excel for deeper analysis. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 23 of 36

24 Click on a call s UUID to access the full details including the call flow & routing history. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 24 of 36

25 PART III: Improving Marketing ROI With more data now being added to calls and tracking of sources and campaigns that are driving the best call results implemented, in this PART III we explore opportunities to improve marketing ROI using techniques designed to convert more calls. Technique 1: Measure & Adjust The Marketing Mix Analyzing Call Outcomes by Campaign Using Retreaver s pre-built reports, quickly review performance of different marketing initiatives. One example approach : Track calls for campaigns through Retreaver from original ad (online or offline) A/B test ads by providing each with different tracked numbers Analyze the performance of each Call Source and for each campaign Pause underperforming channels as needed. Quickly add more Numbers or re-assign Numbers to better performing ads & channels. Why measure conversions over calls? Consider this scenario. You run two Ads that are each driving calls : Ad A results in 2000 impressions leading to 200 calls and 50 sales of $30 Ad B results in 1000 impressions leading to 100 calls and 50 sales of $25 Now ask, which campaign was more successful? Which should be re-run with more investment? Analysis Each Ad had the same 10% click/call rate Ad A converted 25% of the calls for a Total Revenue of $1500 Ad B converted 50% of the calls for a Total Revenue of $1250 In Retreaver use the Report by Call Source to compare ad performance : To analyze number of calls look at Total Calls or Unique Calls To analyze the conversion rates look at the Conversions To analyze the revenue look at the Revenue or EPC (Earnings Per Call) column. Use this technique to similarly track calls by keyword, channel, campaign, or offer to optimize results and improve the return on marketing spend. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 25 of 36

26 Technique 2: Provide Call Handlers With More Information To Help Convert Calls Another opportunity for improving ROI is to help the people answering the phone be more successful. Retreaver can provide Call Handlers with more information about who is calling so they can better address a caller s needs and more effectively close sales. Present caller information by way of audio prompt or by pushing information into agent desktop tools. Whisper Caller Information To Call Handlers Help Call Handlers by whispering (audio prompting) them with information about incoming calls. When they answer the phone, the Whisper plays a dynamic message before connecting the caller. Open the campaign in edit mode. Scroll down to Prompts and select Whisper from the drop down. Use the text-to-speech mode to craft the message and data about the call. Click the Token button to view the available tags that may be inserted into the message dynamically. Click the tags to insert them into the message. A simple example of a useful whisper might be: Incoming call from [caller_city] about [product]. To the Call Handler, this would sound as follows: Incoming call from Toronto about Retreaver Marketer Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 26 of 36

27 Push caller information to agent tools If you are using an Agent Interface service like Five9 that allows live information to be passed into it via API, configure Retreaver to push information to your agent s live tools. Edit the campaign and scroll down to Tracking URLs section Add a new tracking URL Select the Bridged Ping option in the drop down Pass the call information per their Webhook instructions. Now test a call. As the call comes in, Retreaver fires the tracking pixel to pass the information to the agent tool; providing as much or as little information as you decide to send to the agent. For more information about pushing call information to your agents, please contact our team at support@retreaver.com. Supplement calls with data from 3rd party systems With the ability to prompt an agent with information about the call through a whisper or otherwise. Retreaver allows more information about your caller to be attached to calls. Included in Retreaver is a Bridged Ping capability that allows interfacing with 3rd party systems. Bridged Pings make it possible to update external reporting systems and agent interfaces with call daa, and to retrieving supplemental data about callers from a contact database or CRM. To add data to a call send a request out to the 3rd party system, then receive a response with the supplemental data. Open the campaign in edit mode. Scroll down to the Tracking URLs and click the green circle with a plus to add a new tracked URL. Set up the tracking url to send a request for data out In the dropdown select Bridged - When buyer answers call or Start. Give the tracking url/ connection a name. Select POST and add the webhook to your external system. Add the URL. For example, the team at Retreaver uses Zapier as a way to interface with over 700 different software applications. Here is a sample POST: r_presented]&interest=[interest]&uuid=[call_uuid]&call_key=[call_key]&phone=[caller_id]&co mpany=[organization ] Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 27 of 36

28 Add call data to the POST using the available Tokens. Note : When sending data out remember to include the [call_uuid] and the [call_key]. These two values need to be referenced in the response from the 3rd party system. In this example - the returned PUT from the 3rd party service (Zapier) is as follows: value]&tag2=[tag2_value] When Retreaver receives this response the tag and tag2 values are added as tags on the call. For more information about using Bridged Pings in Retreaver please see the Knowledge Base articles : Using a Call Bridged Ping Receiving Postback Data from Third Party Systems Retreaver API Documentation Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 28 of 36

29 Technique 3: Prioritize Call Routing To Higher Yielding Handlers Sometimes certain agents are more natural closers, or customers will pay more for quality phone leads. Another way to improve ROI is to make sure these people are receiving calls first and/or more often. Retreaver allows prioritizing Call Handlers, and the distribution of calls based on a specified weighting. View Call Results by Call Handler First, identify which Call Handlers are the most effective. Go to Reports and select the view Calls by Contact handler Adjust Call Handler Priority and Weight Once it is identified who should receive more calls, apply a priority & weight to the Call Handlers. Go to Click on Edit for the Call Handler you want to update. Scroll to the section called Priority Adjust the Priority of the Call Handlers. Priority determines who receives the call first when a call comes in. If Agent A is priority 1 and Agent B is priority 2. Then Agent A will always receive the call first unless they are closed or do not answer the call when it comes in. If Agent A and Agent B are priority 1 then they will be distributed calls according to their assigned weight. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 29 of 36

30 Adjust the Weight of the Call Handlers: Weight determines the allocation of calls within a priority level. If Agent A has a weight of 2 and Agent B has a weight of 1. Then Agent A will receive 2 out of every 3 calls. Tip: Why would a Priority 1 Call Handler not receive a call? There are a few reasons that could cause a call handler to not receive a call which leads to Retreaver looking to the next Call Handler as part of the continuous ringing capability: They are on a call and have a concurrency cap - this means they are on a call and unavailable so Retreaver will look to the next available call handler. Their office hours are closed - Retreaver uses the Business hours on their profile to determine if the Call Handler is available or not. They are paused - Retreaver allows you (and Call Handlers) to put their account on hold. Good for vacation, days off, or being generally out of the office. This way you can ensure the caller goes to the next available person in the pool of Call Handlers. Setup Continuous Ringing When a large group of Call Handlers is added to a campaign, Retreaver may be configured to keep trying new people until one answers the call - ensuring that the caller always gets a live person to speak with, and increasing the likelihood of conversion. Set the Timeout on Call Handlers to be long enough to give agents a chance to answer, and short enough to move onto the next call handler in a reasonable amount of time. For a specific order of calling, set the Call Handlers with sequential Priorities. Optional. Create a Handler Group with Behaviour set to the default Dial Handlers Separately. When a call comes in, Retreaver tries the first priority Call Handler(s), and if timed out, Retreaver moves onto the next Call Handler on the campaign. This continues automatically until an available agent is found. Optional. Add a Music-on-hold prompt which will play music for your caller while Retreaver cycles through agents looking for someone to answer the call. Tip: Prefer to send a call to the first person who is able to pick up? It s called Simuldial in Retreaver. Create a Handler Group. Add the Call Handlers to the Group Select the Behaviour for the group of Simuldial Handlers Use the group in the campaign in lieu of the individual Call Handlers Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 30 of 36

31 Consider Same Caller Routing Retreaver has a built in capability for companies that want to send callers back to the same Handler they previously spoke with. This helps establish and grow relationships between your customers and your business. In the Campaign summary, click Toggles Activate the toggle for Previous Handler. Retreaver automatically saves this setting. You re all set! Now when a Call Handler with whom a caller last spoke is available, the caller will be sent to them automatically. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 31 of 36

32 Technique 4: Introduce Questions to Disqualify Leads Retreaver allows the use of as many qualifying questions as needed (and that s practical for callers). Questions are set up as tags and applied when Call Handlers require that a tag s value be resolved. Consider the following scenario : There are two agents; Agent A wants Sales calls, Agent B wants Support calls. Only callers who live in Houses should be put through, with other sent elsewhere. Add Pre-qualification Questions Add prompt-enabled Tags to request data from callers when information is needed by the campaign. Retreaver will ask questions as a Dynamic IVR, asking callers questions only when necessary. Create a text Tag called calling_about Add a Prompt Press 1 for Sales, Press 2 for Support, Press 3 for all other Services Inquiries Add Prompt Options: When 1 set value to Sales When 2 set value to Support When 3 set value to Services Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 32 of 36

33 Create another text Tag called housing Add a Prompt If you life in an apartment press 1, a house press 2 Add Prompt Options: When 1 set value to Apartment When 2 set value to House Tip: The concept in Retreaver of Resolved versus Unresolved tags. When tags are not provided, Retreaver plays the prompt to the caller so they can provide the information. If the tag was already added to the call on the Phone Number or via Retreaver JS; Retreaver will not ask a caller to provide this information. Route Your Callers Based On Pre-qualification Responses When a call comes in, Retreaver looks to send callers to the best matched Call Handler. When adding Tags to Call Handlers in a campaign, Retreaver looks to resolve the Tags of the Call Handlers. If a Tag key has no value on the call, Retreaver will ask the Tag Prompt or Qualification Question. Once the caller answers the questions, Retreaver then has the information to find the best Call Handler. In our example the goals is to route callers looking for Sales to Agent A and for Support to Agent B and to only send people who live in houses. To configure this logic do the following : Edit Agent A and add Tags calling_about:sales housing:house Edit Agent B and add Tags calling_about:support housing:house Now in the campaign, these Call handlers will have been updated automatically. If the Tag calling_about and/or the tag housing is not present on the call, then Retreaver will play the prompt asking the caller to press 1, press 2, etc in order to get that information. Recommended. Edit the campaign and add a Routing Setting for When no handler matched. This indicates what to do should a caller select criteria that is not matched to either Agent. For example if a caller indicates Condo. You can then configure Retreaer to re-route the caller, end the call or otherwise. Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 33 of 36

34 Suppression Lists When a caller does not matched any of the Call Handler criteria, the option exists to add that caller to a suppression list. Then if they call back in the future, the caller will be automatically treated as a disqualified lead or blocked caller. This has the benefit of ensuring resources are not being used on callers who has identified they are a poor match for your business, and allowing call handlers to focus on qualified leads. Add Routing Setting for When No Call Handler Matches and then select to add caller to Suppression List and hang up Remember to add a Prompt to handle blocked callers. This is the message when a suppressed caller tries to call back into the campaign. For more information about routing callers based on tags read the article: Filter Calls to Buyers Based on Tags For more information about Suppression Lists read the article: How do I block callers? Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 34 of 36

35 Technique 5: Add Automated Post-Call Re-marketing Triggering marketing actions at the end calls Retreaver provides the option to send data about calls and call outcomes directly to marketing automation tools in order to trigger follow on marketing actions. Add a new Tracking URL to the campaign Select the trigger type that will initiate the web hook / pixel fire If call reached a handler - This will fire the pixel when the call is connected to the Call Handler no matter the outcome of the call. If call converted - when the call ends the pixel will fire if it has converted per the campaign conversion criteria. If timer based, then once that timer is reached. If postback based, then once that post-back is received and indicates a successful conversion. If call didn t convert - when the call ends and has not been converted the pixel will fire. Add the webhook URL to update the marketing application. Click Tokens to view and access the Tags available to include as data in your URL parameters Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 35 of 36

36 Some Tips for Updating Marketing Tools: To send a contact record or contact data (i.e. to a CRM) be sure to add name, and other related information as tags to the call from the marketing landing pages and/or at call initiation. To send a SMS or add the caller to a sales call back list as a follow up activity, be sure to pass the tag [caller_id] as part of the URL parameters so that the marketing automation system can use this to message the contact. Note : If a call has no value assigned to any specific tag, it will simply render as blank. So be sure the 3rd party marketing tools will also handle these situations. For more on using tracking URLs please visit - How do I configure my tracking URLs? Send call data to other systems In the same way Retreaver allows you to interface with marketing automation tools, send call data to any number of other systems. Examples of great use cases for sending call data with other systems includes : Campaign Tracking such as Cake, Voluum and HasOffers Customer Relationship Management solutions Reporting tools Marketing automation software API platforms like Zapier Have questions about how to use Retreaver with your other platforms and tools? Give us a call Copyright 2017 Retreaver. v1.0 May 19, 2017 Page 36 of 36