I’m very interested in what Santa Barbara startup Ring Revenue is building.
We all have an opportunity to hear from CEO Jason Spievak, at the upcoming meeting of the MIT Enterprise Forum of the Central Coast.
As an online marketer, I’ve managed very complex portfolios of ad campaigns, mostly pay per click search campaigns. The key to both manageability and profitability is always analytics. Metrics. Data. Lots of data.
And from the data comes a story that is actionable in some form: pay more for certain ads to get more traffic, pay less for certain ads to combat low ROI, change your site to convert better, etc.
When you pair up promotions like PPC advertising with a visit to a site and a purchase on that site, everything is trackable. It’s possible to look at all actions that a visitor takes–how many pages viewed, what percentage converted to a sale, how much did they spend on average, and much more–and link these actions and their values directly back to the promotion event and its cost: the paid click on the Google ad, the commission paid to an affiliate for sending the traffic.
And from this, you can measure ROI.
It’s data geek heaven out there. Super crunchers dominate. Data-driven marketing is king.
BUT….what happens when you can’t track the purchase back to the cost of promotion? In my work, this has only been a challenge when the purchase doesn’t actually happen on the site.
It happens when the customer goes to your site, then calls your 800 # and makes a purchase over the phone. Suddenly, they’re off the radar. You lose the data path. And with this loss, you lose the ability to track and improve ROI.
What then? Well, as I understand it, this is what Ring Revenue is solving.
So then: go see Jason Spievak, CEO of Ring Revenue, present and discuss on this fascinating topic.
The MIT Enterprise Forum of the Central Coast Presents:
Track Calls Like Clicks
A Case Presentation by RingRevenue
Program Description:
While people may research products they want to buy online, in many cases, the purchase is made offline by phone, especially for high priced items. How do you tie a customers’ online research session with the phone call they made to buy the product? Enter RingRevenue, a local startup that has developed a pay-per-call platform that enables affiliate networks and advertising agencies to track purchases made by phone. Join us on Wednesday, November 18 when Jason Spievak, CEO and co-founder of RingRevenue, discusses the company’s business model and how it is impacting the affiliate marketing world. As an experienced entrepreneur, Jason will also share his insights on building a successful startup and raising capital in this economic climate. A panel discussion will follow with affiliate marketing experts and serial entrepreneurs who will not only address the challenges facing RingRevenue as the company moves forward, but also share their past experiences building and raising capital for their own early-stage companies
November 18, 2009, 5:00 PM – 8:00 PM
Cabrillo Pavilion Arts Center, 1118 E. Cabrillo Boulevard, Santa Barbara, CA
Panelists:
William A. Benjamin, Founder, The Benjamin Group and Author, Successful Startups
Lex Sisney, Co-founder, Current Analytics
Register: http://www.mitcentralcoast.com/
I hope to see you there. Please say hello so we know who our 1 site hit came from.
