How two brothers built a marketing agency for 100-million dollar companies using CallRailʼs Call Tracking API
公司规模
11-200
地区
- America
国家
- United States
产品
- CallRail's Call Tracking API
- CallRail's Dynamic Number Insertion
技术栈
- Google AppScript
- Node.js
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 实时分析
- 应用基础设施与中间件 - API 集成与管理
适用功能
- 销售与市场营销
用例
- 实时定位系统 (RTLS)
- 资产跟踪
服务
- 数据科学服务
- 软件设计与工程服务
关于客户
All Points Digital is a digital marketing agency founded by brothers Jamie and Jason Mazur. Both brothers have a background in computer science, which they credit for their proficiency in 'nerd stuff' like paid media, search engine advertising, and strategic content marketing. Jamie spent 15 years as a software developer and architect, working for companies that built commercial data integration products. Jason, on the other hand, began his career on the marketing side. Their combined expertise in tech and marketing led to the creation of All Points Digital. The agency works with clients to bring together different data points, turning collections of previously isolated data into actionable information. One of their clients is Eliminate 'Em, a pest control company serving most of the northeast U.S.
挑战
All Points Digital, a digital marketing agency founded by brothers Jamie and Jason Mazur, faced the challenge of effectively tracking and attributing phone calls to marketing campaigns. They found it particularly difficult to connect the results of long sales processes back to the contributing marketing initiatives. The simplistic call tracking solutions they initially used, like forwarding numbers, only told their clients whether a lead came from the website or an individual source. They needed a more robust solution that could provide detailed insights into call attribution and help them demonstrate a hard return on investment for their clients' spend on Google Ads campaigns and other types of paid initiatives.
解决方案
The solution came in the form of CallRail and its robust API. CallRail's Dynamic Number Insertion, which was easier to implement than Google's solution, transformed All Points Digital's attribution reporting capabilities. This technique inserts a different phone number into a website or landing page depending on how a visitor got to the site. Unique numbers are displayed for each different referrer, organic Google search, or click-through on a Google Ad, allowing All Points Digital to see not only that a caller's source was Ads, but also which campaign or specific creative inspired the lead to pick up the phone. To connect customer lifetime value to ad spend, All Points Digital used the natural keys that exist in their clients' CRMs, like the lead's phone number or email address, which are also captured in CallRail if the lead came from a phone call or form submission. They developed a custom integration using Google AppScript or Node.js for each client, depending on what CRM or data warehousing solution they were using.
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