It’s 2010 and that old warhorse of a quote attributed to John Wanamaker, who died in 1922, is still apt, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  The reality is that a deep recession, coupled with a reduction in consumer response to ads, have conspired to put even more pressure on marketing executives to deliver ROI.

One way that marketers can create accountability for their advertising campaigns is to use highly memorable toll-free numbers.  Take loan advertising as but one example.  Loans are a product that most everyone is in the market for at a given time – they just might not be in the market at the point they hear your advertisement.  There are essentially three types of occurrences where a consumer will call:

1. Immediately:  A direct response to your ad.
2. Delayed:  For example the consumer heard your ad on a.m. drive time radio and call later that day.
3. Long-term: heard today and call next week or months from now.

By using a highly memorable number such as 1-800-BANK LOAN, 1-800-280-LEND or 1-800-940-0000 a marketer can gain benefit no matter when the consumer calls because you’ve made it easy for them recall your number and respond.  Even if they aren’t currently in the market for your product or service, the number will be easy to rememberwhen they are ready to buy.

Take Southern California mattress retailer Sit ‘n Sleep and their ubiquitous 1-800-FREEEEE. It matches their famous tagline “We’ll beat anyone’s advertised price OR your mattress is FREEEEEEE.   Like loans, not everyone is in the marketplace for a new mattress every day, let alone every year.  But by consistently ADVERTISING 1-800-FREEEEEE, owner and CEO Larry Miller has created an indelible impression in consumer’s minds. Learn more about how toll free numbers work.

Similarly, loan advertisers can use combinations of numbers that spell out key words such as LOAN, LEND, or even complete phrases such as 1-800-BANKLOAN or 1-800-ANY-RATE (as in, we’ll beat anyone’s rate).  There’s a reason Lending Tree uses the toll-free number 1-800-555-TREE – it’s consumer friendly.

A strategy the includes several highly memorable numbers, as opposed to just one, enables marketers to track which ads are working best and gives the consumer an easily memorable number to call.  If you are using a high profile number like 1-800-FLOWERS there is even a way to track the effectiveness of different media buys using geo-routing and other sourcing toll-free numbers. You can contact us for further explanation.

Leveraging memorable toll-free numbers may sound simple, but then to reference another quote – this one from no less a Renaissance Man than Leonardo da Vinci, “Simplicity is the ultimate sophistication.”

Adding a toll-free number to your website is a great way to increase leads and conversion. Now, with dynamic number insertion, call trackingcan be used to pinpoint the online source of leads by toll-free number, much like marketers with dedicated toll-free numbers do in a broadcast environment.

Here’s how dynamic number insertion works:

Let’s say a consumer would prefer to talk to a real person versus filling out an online form. It happens far more often than you might imagine and can boost leads by a significant double-digit margin.

So you give the consumer that opportunity by adding a toll-free number to your website. Except here is the wrinkle: depending upon the referring site, that number changes so that you can track the source of each lead. That’s dynamic number insertion.

Using dynamic number insertion, a marketer will know exactly which referring site a lead came from (e.g., Google, Yahoo, etc.), whether the search was organic or paid, as well as campaign information such as ad group and ad text. Each user will automatically see a number to match the source they came in on. Now you’ll know which of your ads, including ad text, and sources are most effectively generating leads.

Additionally, dynamic number insertion enables you to track which keywords the callers originally entered when they were searching for your company.

The flow of information is tracked using the following hierarchy:

1. Which search engine or referring site generated the lead.
2. The keywords that were used to find the site.
3. Whether it was organic or paid.
4. If the lead originated through PPC (Pay Per Click) such as Google Adwords or Microsoft adCenter, the ad group and ad text that brought the lead there is identified.
5. Which ad group, such as Google Adwords, was responsible for originating the lead.

Dynamic number insertion requires dozens of toll-free numbers in some cases so that each of these variables can be tracked to a finite point. Each unique toll-free number is embedded in a referring string that is also unique. Therefore working with a partner who can provide you with the required volume of memorable toll-free numbers, and who can furnish the analytics required to help you optimize is crucial.

But imagine the advantages to a marketer! Now you can determine where your online phone leads are coming from both in terms of ads and keywords and optimize accordingly, increasing your lead flow and revenues.

The recent announcement by the Federal Communications Commission that it will open up a new toll-free prefix, 855, on October 1 has caused some to suggest a land-rush mentality. But if history teaches marketers anything, it is this: they should proceed with caution and not get caught up in the hype. Why? Because the only prefix a direct marketer should be using is 800.  Here's why.

800, the original toll-free prefix, has been around since 1967 and had a 26-year head start on the next toll-free prefixes to be introduced, 888 and 887 in 1996 and 1998, respectively. As a result, the prefix “eight-hundred” has become synonymous to toll-free in the minds of many consumers. The analogy is dot-com. While many other Internet URL extensions have been introduced such as dot-net and dot-tv, the only extension that really counts for marketers interested in capturing the greatest number of consumers is dot-com. The 800 prefix enjoys a similar dominance in the mind of many consumers.

The proof? Within our bank of toll-free numbers, Dial 800 has the 800-version of toll-free numbers that are advertised with other prefixes such as 866 and 877. Thousands of misdials have been tracked where consumers’ go on autopilot when they hear “call toll-free” and dial "eight-hundred". This phenomenon can be explained in part by chunking theory. Chunking theory relates to how consumers recall “chunks” of information. For example, “eight-hundred” is one chunk of information whereas “Eight, Five-Five” is two. Learn more in our previous blog about toll-free number memory theoryand how itrelates to inbound call volume.

Even when non-800 numbers such as 866 or 877 are used online or in print advertising and the number is right in front of the consumer’s eyes, our research shows that the misdials still persist! All of which leads to the conclusion: if you’re going to direct market to consumers, work with a party that can give you access to memorable toll-free numbers that begin with 800. Don’t let the frenzy surrounding the release of the 855 area code derail your plans for success.

Should Local Businesses Use A Local Or A Toll-Free Number?

Is a business better off using a local prefix or a toll-free number? Those who argue in favor of local prefix numbers defend the practice based on the argument that many people want to do business locally. However, the world has changed a great deal from the days when you were on a first name basis with your local merchant, so evaluating the pros and cons of this mindset is a worthwhile exercise for businesses of all stripes and sizes.

Area Code Proliferation

In 1947 there were 86 local area codes with most U.S. states having only one or two codes.

Today there are over 275 and it seems at times as if they are multiplying like rabbits.

New York isn’t just 212 anymore; it’s been cleaved to include 718, 347, 917, 212, 516 and 914. The point is: sometimes it’s difficult to remember what exactly is a local prefix, and what isn’t.

Area code confusion
In addition to adding new prefixes, consumer confusion is further exacerbated by the way area codes are added. There are two ways this occurs:

1. Area code splits, where the cities are divided along seemingly arbitrary lines that only the phone company understands the logic of and

2. Area Code Overlays, where BOTH area codes share the same geographic area, but now, instead of one area code there are two. In Los Angeles both 310 and 424 share the exact same geography, as does 718, 347 and 917 in New York.

Appearance Counts
This phenomenon isn’t the only thing that has changed in recent years. With the advent of toll-free and now the Internet, local businesses – even those of the mom and pop variety – are operating beyond what were previous local borders. The flip side of appearing “local” is that a business that uses a local prefix can also appear to be small or, worse, fly-by-night. Furthermore, the Internet’s impact on commerce has conditioned consumers to be used to dealing with businesses far and wide, not just those that are local.  If a local business only conducts walk-in business – say a dry cleaner, for example – then a local prefix may make sense. Nonetheless, the overwhelming majority of businesses would actually benefit from a toll-free number. If a local feel is important, the business should simply state they are local and identify a landmark they are near in their advertising. For instance, an advertiser might say, “Call 1-800-277-5800 or visit us at the corner of Pico and Rexford, across from the Hillcrest Country Club.”

Can’t Block Caller ID to a Toll-Free Number
Furthermore, for marketers interested in data mining, there are other significant disadvantages to using a local number versus a toll-free one. Consumers can easily block their local number, making it impossible to monitor your inbound leads. Hence a local marketer may not be able to determine the demographics of their inbound leads or remarket to such callers unless they capture all of their contact information over the phone.

In contrast, toll-free numbers reveal almost 100% of all callers numbers (even if they have caller ID blocked). With a toll-free number the marketer can see the data on every caller by appending their inbound home telephone number and cross-referencing it against available consumer data such as home ownership, age, gender and income data, etc. On the other hand, such data is limited for inbound calls from cell phones, though that is changing. But, once a marketer does have the inbound lead’s contact information, even if the caller doesn't buy, the marketer can strike while the iron is hot and direct mail such consumers an offer, knowing that, unlike random direct mail, the consumer has expressed an interest in their product.

More Calls More Sales
Finally, toll-free numbers that are exceptionally memorable are available to marketers. In contrast, it is difficult to get enough memorable local numbers to effectively track advertising.

Research shows that 800-prefix numbers that have easy-to-recall sequences such as “one-thousand” or repeat digits such as “5555” can generate 20 to 60 percent more inbound leads. Even web-based marketers can benefit from including a toll-free number as many consumers are simply more comfortable speaking with a live human being as opposed to conducting business virtually.

Add it up and it’s clear that, save for the local business relying on its location to generate walk-in business, the number to dial in to create the greatest volume of business isn’t a local one: it’s toll-free.

If you’re a business owner, you’ve no doubt considered whether a toll-free number would benefit your business. And you may have heard that all of the 800-prefix toll-free numbers are spoken for or that you have to pay an exorbitant amount for a good one. The key is to know which toll-free numbers will serve your needs best and how you can gain access to them at a cost that makes sound business sense. The following article will address some common concerns and give you the facts.

The Service Management System, commonly known as SMS/800, provides the oversight of all toll-free numbers in North America. Companies that have access to SMS/800 are known as RespOrgs, a portmanteau of “Responsible + Organization”. SMS/800 was created as a result of a 1991 FCC ruling that allows companies to port their toll-free numbers from one RespOrg to another starting in 1993, much like you can now move your cellular telephone number from one carrier to another. According to Wikipedia: “Every individual ten-digit toll-free telephone number is managed by a RespOrg. A RespOrg can be a long distance company, reseller, end user or an independent that offers an outsourced service. There are approximately 350 RespOrg service providers, and range in size from huge to companies that control only a few numbers.”

While it is true that all of the 800-prefix toll-free numbers are taken, there are numbers available with the prefixes that were introduced later, including a limited amount of 866, 877 and 888 as evidenced by the statistics below:

Source: SMS/800â: Bulletin Number NUM-10-26 dated June 28, 2010.

The problem for direct marketers, however, is that 800-prefix numbers deliver significantly higher numbers of inbound leads, even when compared to the other prefixes, not just on TV and radio, but in print and on the Internet. Studies have shown that the difference can be 20, 30, even 40 percent or more. There are several factors that may contribute to this phenomenon that include:

· The fact that the 800-prefix, introduced in 1967, had a 26-year head start on the next prefix, 888, which was introduced in 1993.

· Consumers show evidence of equating the term “toll-free” with “1-800-“ and misdial the other prefixes with alarming frequency.

· Based upon the principle of memory theory known as “chunking”, the term “Eight-hundred”, represents a single block of information, whereas the other toll-free prefixes such as “Eight-seven-seven” are longer and may require more than one chunk of memory.

Businesses can still take advantage of 800-prefix toll-free numbers by working with a RespOrg such as Dial 800 that provide toll-free numbers with the 800-prefix. The cost of such a service, of course, only makes sense if the incremental lead count and commensurate sales are significant enough to warrant the expense. However, more memorable toll-free numbers, when combined with intelligent call routing and other optimization tools that today’s savvy direct marketer can avail themselves of are changing the way that toll-free numbers are being employed to gain marketplace advantage.

1)    Plenty of Toll-Free Numbers for tracking purposes

2)    An easy to use toll-free call tracking system. Tracking your calls will show you the effectiveness of your campaign

3)    Detailed call filters to separate the buyers.  Two such filter that few companies have you should ask about are

a.     A "New Calls" filter – This will remove anyone that has called you in the past so you don't send out the same card to existing customers.

b.     A "Unique Callers" filter – This filter will remove a repeat caller and ensure they only gets one postcard, instead of ten if they called ten times.

4)    A system that allows you to reverse append the caller's phone number and identify their full address to mail them a card.

5)    Real people that can help you design the offer and the creative as well as setting up a/b splits to test different offers and creative approaches.

6)    An integrated system with an on-demand printing company that sends the appended address information with your creative and prints everyday.

1)    Speed – The consumer must get the postcard fast, usually within three to four days of calling.

2)  Special Offer – You have to have a special enticement to motivate the consumer to respond to the postcard offer..

3)    Test – Changing the offer and creative can have a big effect on ASSP, as it does with all advertising.   

Not all toll free numbers are created equal because the ability for consumers to recall individual numbers depends upon such variables as their numerical sequence, how they are called out, and the ease with which they are remembered. Short-term working memory has specific attributes. Most consumers, for example, can hold small amounts of information in their memory if they are in an active, readily available state – in other words, paying attention, for example, to a commercial for a short period of time. In such scenarios, the opportunity to rehearse for the purposes of memorization is absent. This would of course be the case with a short-form television or radio spot where the information is coming at the consumer rapidly. In fact, research[1] suggests that the average person can store a memory loop that lasts approximately two seconds – not a lot of time to recall a sequence of 10 digits, the number of digits in a seven digit number combined with its three digit prefix.

Yet recent research shows that so-called numerically memorable numbers, that is, those that contain numbers that can be grouped together such as “one thousand” or “three-three-three” outperform random sequences of numbers by 20, 30, even 50 percent or more.  The explanation for this can be found in the concept of chunking theory. According to Wikipedia, "in cognitive psychology and mnemonics, chunking refers to a strategy for making more efficient use of short-term memory by recoding information."  In a famous paper on the subject entitled The Magical Number Seven, Plus or Minus Two: Some Limits on our Capacity for Processing Information published in 1956, author George A. Miller theorized that individuals can recall more information on a short-term basis when it is grouped or "chunked."  Miller theorized that the ideal number of objects a human is able to hold in working memory is seven, plus or minus two.

Dr. Nelson Cowan, Professor of Psychology at the University of Missouri refined Miller’s research further in an article that appeared in Current Directions of Psychological Science (2009). Cowan posited that the actual number of objects a human can hold in working memory is actually three or four. This explains in part why certain toll free numbers are more effective: they are chunked into groups that are easy to assimilate and recall. For example, in the comparison below, the RapidRecall number on the left contains three chunks compared to the random number on the right, which has six:

Recent head-to-head tests of memorable toll free numbers have garnered inbound response increases of 25 to 69 percent from short-form television and radio direct marketing campaigns; a remarkable uptick owing to the ease with which such numbers can be recalled by consumers.  By applying memory theory to the use of memorable toll free numbers, coupled with the voice over reads optimized for memorableness, direct marketers and their agencies can sieze an enormous advantage with very little additional effort or expense.

[1] Malcolm Gladwell, “Rice Paddies and Math Tests”; http://www.gladwell.com/outliers/outliers_excerpt3.html

Smart call tracking software can help marketers separate truth from fiction when it comes to inbound calls.  Here’s a case in point: a national advertiser for a very successful entertainment franchise had an extraordinary percentage of incomplete calls.

By conducting an analysis of the calls using call tracking software, an account manager identified that over 50% of the calls were coming from cellular telephones and that, further, they were commonly less than 30 seconds in length.  What consumers were doing was in fact bookmarking the toll free number by entering it into their mobile phone and dialing it as way of capturing the telephone number for later reference.  Hence, in today’s day and age, the cell phone has replaced the paper and pen as a way to “jot” a number down.

How do we know this?  Because with smart call tracking software, a marketer can see how many of those phone numbers called back, and the duration of those calls.  In this instance, over 50% of the incompletes were coming from six states, with the majority occurring in non-business hours and on the weekends. 

By divining these insights using smart call tracking software, the analyst was able to recommend that the marketer’s IVR move to a more location based directory, giving consumers the satisfaction of access to the information they want quicker and the marketer a better shot at closing the sale.

By filtering out the “bookmarking” calls, overall completes were IN REALITY 11%, not 18%, revealing a much truer picture of what was really going on with the consumer.  SMART call tracking software enables marketers to efficiently optimize their advertising campaigns.  Smart Call tracking software removes the “white noise” that comes from raw, unfiltered data. Smart call tracking leads to smart decisions, not misguided conclusions.  Hence, one more weak link in the chain of the marketers information was strengthened thanks to the power of smart call tracking.

Advertisers who rely on the Internet to process transactions virtually may not think they also need a toll-free number (TFN), but one recent story illustrates how such bias may be a liability.

In this instance, a company that specializes in payday loans, which are short-term loans or cash advances, was steadfast in their belief that they did not need a toll-free number.  However, they agreed to test a TFN that ended in the word CASH.  The result?  They are now receiving literally thousands of calls per week, leads they might not have received otherwise. 

When combined with enhanced call routing, the inbound leads are sent to multiple locations based upon their capacity, where capable loan consultants can evaluate the individual needs of each consumer and prescribe a solution. 

It just goes to prove that some product or service categories can benefit from a higher touch approach that cannot be replicated with a web-only interface.  And even though this particular advertiser relies on a familiar and credible celebrity endorser to engender trust with the consumer, it is the ability to pick up the phone and talk to a real person that is allowing this financial marketer to cash in on an entirely new stream of revenue.

Memorable Toll-Free Numbers Deliver 25 to 69% Better Response for Direct Marketers

Three independent tests conducted by leading direct response advertising agencies prove that memorable toll-free numbers generate substantially more inbound leads and revenue for direct marketers.

The resulting case study, unveiled at the recent Response Expo, is the first known to examine the impact of such numbers. Its findings created a buzz among Expo attendees.

The tests were conducted between Q4 of 2009 through Q2 of 2010 and used 800-prefix numbers with memorable digit patterns that are easy for consumers to recall.

"Most advertisers and agencies would be delighted with a 10 or 20% increase in response," commented Dial800 CEO Scott Richards, "but this data shows that memorable toll-free numbers are an effortless way for marketers to achieve enormous gains by making it easier for buyers to reach them."

View the full test on toll free numbers.

As the Great Recession plods on, with occasional signs of recovery, many businesses have had to make difficult cuts in their expenses to survive and even mildly prosper.  The challenge is that for many advertisers, even in the age of so-called Internet accountability, they may be scratching their head as they echo the oft-quoted comment of John Wanamaker, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."  That's why marketers need the right tools to help them discern what advertising is actually working, so that they're cutting waste out, instead of the right arm that provides new leads and sales off.

One of the keys to understanding how to optimize advertising is to profile what the consumer who is buying looks like and one of the easiest ways to do this is with accurate call tracking, call recording and caller demographics.  With state of the art call tracking, a marketer can drill down and determine how many unique inbound calls they are receiving and then separate buyers from inquiries that lasted long enough to be genuine prospects.  Then, with the right software, a marketer can literally listen to each and every call -- from buyers as well as non-buyers -- to figure out vital information which includes the most common objections that non-buyers have for not buying.  Is there something about the product that is not clearly understood that could perhaps be easily addressed by fixing the creative messaging?  Is there a disconnect between price and value?  Is the consumer looking to buy the product at bricks and mortar retail?  Unlike focus group research, which can cost tens of thousands of dollars, such call recording can provide powerful qualitative and quantitative insight for a fraction of the cost.  Lastly, the right call tracking software can even do a reverse append against the caller's phone number and basic household demographic information such as household make-up, income, home ownership and the like can be obtained to give a marketer a sense of who their primary buyer is.  This data can be vital for media planning purposes so that future advertising is targeted toward similar groups of prospects.

Leveraging such marketing optimization tools can help marketers save money on less effective advertising, and increase leads and sales.  But gaining such insight requires not only the right tools, but a commitment to utilizing them.  Fortunately, the best software available today is intuitive and only requires the briefest of learning curve.  The rewards to be reaped by the right call tracking and call recording tools are another matter; however, for they can provide benefits that are ever-lasting.

If you're in the market for call tracking, make sure you understand exactly what it is you are buying. Many service providers will lure you in with cheap pricing, but there's a hitch, sometimes several. These marketers will use the Internet and the seemingly "easy" sign up for an account process to pull a classic bait and switch.

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Before you choose a call tracking provider, there are four critical areas you should evaluate.

1.   Reliability.  One of the fundamental mistakes that many marketers make when looking for call tracking is that they look at features versus the integrity of the company actually providing those features.  It is vital that you understand what sort of redundancies your call tracking and call routing carrier maintains in terms of power grid and data centers in the event of a natural disaster or emergency.  For example, it is alleged that one of the leading telemarketers that services the direct marketing industry recently lost power due to a plane crash taking out the power grid in their area.  Their redundancies failed and marketers were left with their calls going… nowhere.  This caused precious leads and sales to be lost, perhaps forever.  Voice Over Internet Protocol or VOIP is typically not as reliable as landlines, so be aware of exactly what it is you are buying!

2.   Value Add.  Does your call tracking service provider simply track calls or do they also help you attain more customers?  One key in answering this question is to understand how long they’ve been in business.  Do they possess the depth of knowledge that can only be attained from years of experience?  A good call tracking service provider will act proactively and consultatively, giving you, for example, better toll-free numbers that will generate a higher volume of inbound leads that then translate into sales.  Your call tracking supplier should also be ready to provide you with value add in the form of programs such as save the sale direct mail and other solutions that have evolved from years in the trenches.

3.  Are You In Good Company?  Review the customer list of any prospective call tracking service provider to see if you recognize their clients.  Successful marquee clients are a great indicator of how effective the services being provided are.  Feel free to ask for references and do your due diligence.

4. What Happens After You Buy?  When calling references, ask about customer service.  While there is a tendency to automate many processes in the era of the Internet, there is no substitute for person-to-person interaction to identify needs and prescribe solutions.  Your call tracking vendor should make access to your account representative easy and swift.

When a true emergency arises, having a memorable number can be critical to saving lives.  So when Hatzolah, an all-volunteer emergency medical services organization staffed by Jewish Orthodox Emergency medical technicians, needed help with their Los Angeles chapter, Dial 800 was happy to assist.  The Dial 800 team researched and came up with the number 800-613-1-911, with the intention of replacing a local number with a much more memorable number.  For the Jewish community using this service, all of these digits are significant.  The number 613 is the number of commandments in the Torah, 1 represents one higher power or the one to call, and 911 obviously equals “emergency.”

However, a new challenge developed for Hatzolah: the local telephone carrier had a delay in forwarding the numbers to the dispatcher.  As soon as the Dial 800 team became aware of the problem, they undertook a deep investigation over the weekend and determined that the issues originated with the local telephone company and their forwarding capabilities.  Dial 800 was able to remedy the problems by rerouting the calls, and expediting them so that several seconds were saved as well as at least one ring on inbound calls.  According to volunteer Ari Friedman, “These few seconds make a critical difference, so Dial 800’s help is really appreciated.  As an example, just this Saturday morning we received a call for a child not breathing, a scenario where obviously every moment is vital.”

No matter what the nature of your calls, Dial 800’s optimization tools, systems and toll-free numbers can help expedite inbound traffic.  And when a problem arises, Dial 800 is ready 24/7 to resolve it.  Since a business or service can never really predict the sense of urgency attached to an inbound inquiry, having the edge provided by Dial 800’s tool suite can save decisive seconds.  In the case of the essential work that Hatzolah is performing, it might even help save a life.

Many advertisers may look at per inquiry or cost-per-action (CPA) advertising as a marginal opportunity.  However, its power should not be underestimated.  Since advertisers pay a fixed cost for each inbound inquiry or sale, CPA advertising is essentially risk-free to the advertiser.  However, there is tremendous competition for such unsold inventory, so advertisers who want to make the most of it need to give themselves every possible advantage.  Simply put, the stations and networks who have unsold inventory and are willing to run ads on a CPA basis – and there are literally hundreds upon hundreds of them – are going to run the programs that have the best chance of making them real money.

One of the most basic things an advertiser can do is to ensure they have a memorable toll-free number (TFN).  The reason is fundamental: an easy-to-recall number will generate more inquiries and hence more sales.  First, the advertiser needs to employ an 800-prefix TFN because consumers are pre-conditioned to call 8-0-0 when they hear the term “toll-free.”  The proof?  A survey of Dial800’s bank of toll-free numbers, RapidRecall, shows as many as 12,000 misdials a month to the 800-prefix version of a TFN when the 888- 887- or 866-prefix version of that TFN is advertised!

The second key for success is to ensure that the TFN is easy to recall.  Some examples include repeater digits (e.g., 5555) or a one thousand series (e.g., 1000).  Native English speakers can recall a numerical sequence of about two seconds reports Professor Stainslas Dehaene, a research scientist who specializes in numerical cognition in his book “The Number Sense.”  In fact research shows that direct marketers can generate 20 to 70 percent more inbound inquiries from a numerically sequenced memorable number than a random one.

For cost per action advertisers what could be more critical?  It stands to reason: if you generate more quality inbound inquiries at a fixed cost, you’re going to produce more profitable sales.  And that means you'll obtain more clearance than your competition for cost per action airtime because you are making your station or network partner more money.

As Joseph Gray, the Chairman and Founder of CPA advertising giant REVShare comments, “In the competitive landscape which faces all CPA advertisers, optimization in all categories is critical -- from tracking airings in order to optimize CPA placements to use of only bona fide 800 numbers.   Repeating digits and a memorable website address are all ways of increasing response rates which on a CPA basis translates into better performance for the media and more volume for the advertiser.”

Many direct marketers believe that they’re safe using a non-800 toll free number prefix on their websites and in print ads or direct mail pieces.  Hence many employ newer prefixes such as 888, 877, or 866, because, after all, since the number is right in front of the consumer, how could they possibly get it wrong?  But here’s more evidence that proves that even when such toll free numbers are right under the nose of a prospect, they can indeed get it wrong.

“We started out using 888 numbers because they were easier to get and cheaper,” remarks the president and CEO of a major direct mail powerhouse who wishes to remain anonymous.  When the owners of the 800 versions of toll free numbers he was using in his campaigns began to complain of misdials, the adman had an epiphany, “Many people saw ‘toll free’ and they automatically dialed the 8-0-0 version of our numbers.  We were losing out on invaluable leads and realized we needed to go exclusively to 800-prefix toll free numbers.”

Dial 800’s bank of 800-prefix toll free numbers, RapidRecall, was the answer.  The agency leader remarks, “We love Dial 800 because we discovered it didn’t cost that much more for us to be able to use 800-prefix numbers exclusively.  The increase in response makes it most definitely worth it.”

Perhaps it’s the 20-year lead that the 800 prefix had on the others that came much later, but this is yet another example of consumers’ automated predilection for dialing 8-0-0.  In a marketplace as competitive as the current one, having the edge of three simple, easy-to-recall digits is an advantage no direct marketer can afford to be without.

Dial 800 puts an extraordinary emphasis on customer relationships.  In a recent conversation with the company’s Director of Concierge, Sandy Roessler, and her team, we asked some questions to get a sense of what makes Dial 800’s customer service group different.

Q:  Most organizations have client services groups.  How is Dial 800's Concierge team different?

A:  We assign one concierge specialist to be the exclusive point of contact for each account.  This structure allows our Concierge specialist to take ownership of their accounts for the entire lifecycle.  They really get to understand the client’s business deeply and to nurture an enduring relationship built upon mutual trust and collaboration. Our goal is to be the human extension of our software as a service, apart from business development, allowing us to focus on optimizing each client’s marketing.

Q:  Give us some examples of ways that Concierge’s proactive efforts have resulted in wins for clients.

A:  When clients first come to us to use our call routing software, IntelliRoute, we diagnose their specific needs and then strategize the best way to set up their call routing structure to get the most benefit.  However, business is dynamic, so we are constantly striving to ensure we are taking any changes in the client’s business priorities into consideration and amending the call routing programs accordingly.  We also monitor our call tracking software, CallView 360°, and proactively make recommendations for service additions or changes, even if, in some instances, it means less short-term revenue for the company, but is in the best interests of the client.

Let me cite some more specific examples of how Concierge’ proactive actions have helped clients.  We have a debt relief client and 25 percent of their calls were under 30 seconds.  We changed their Intelligent Voice Response (IVR) scripting and revised it to more of an educational message versus a hard sale on the transfer.  The result is that we decreased their short calls by 50 percent!

Another client had a long message with a menu of too many options.  Consequently, their total incompletes was very high.  We changed the menu so that it was based on geography.  The number of options a caller had to go through was significantly reduced and, as a result, the client’s incomplete rate dropped significantly. These are just two examples of how Concierge is continually looking for inefficiencies in routing design and call center setup so that caller wait time can be shortened and the consumer’s experience is improved. 

Q: What sorts of characteristics make a good Concierge?

A: A great Concierge has excellent listening skills, a refined sense of urgency, and possesses a warm professional demeanor, as well as a strong affinity for and enjoyment of analysis, and a buttoned-down ability to follow through.

Q: How do you think this effort dovetails with the Dial 800 culture?

A: The bedrock of Dial 800’s success has been lasting, mutually beneficial relationships versus transactions.  Like many service-based companies, we’ve evolved from an execution-based culture to one rigorously committed to proactive, strategic thinking.  This metamorphosis is a direct response to listening to our clients, divining their needs, and aligning our efforts with our client’s needs.  Our job in Concierge is to anticipate our client’s needs and delight them with exemplary customer service that exceeds their expectations.

The Direct Response Academy, one of the industry's leading authority's on direct response marketing, recently pointed out that more companies fail after successful project launches because no one is micro-managing.  Their #1 "Brutal Fact" involved Call Centers, where, they point out, campaign revenues and expense are greatly affected by three major variables:

1. Call Center Conversion
2. Average Revenue Per Order
3. Abandon Rates

These variables often fluctuate, which is why many marketers use multiple call centers to ensure they are keeping their centers on their toes.  In the simplest terms, such competition creates a Darwinian affect that is good for the marketers' business.  However, in order to use multiple centers and take advantage of those that are performing best against the metrics listed above, you need the ability to accurately and effectively route your calls to multiple locations and you need to be able to do it in real time.  Software such as Dial 800's CallView 360° allows you to do that and more.  In this case, that includes call recording and the ability to listen to any call from the convenience of your computer.  Hence, you can monitor how one call center is handling your inbound phone calls versus another.  You can even get demographic information by household to help validate your target consumer and segment it.  And should an emergency arise where one of your call centers shuts down completely, as had been widely rumored recently, you have the ability to instantly route calls to other service providers capable of taking your precious inbound leads.

The Direct Response Academy's next DRTV Management Boot Camp with Advanced Media & Logistics will take place in New York City on March 31-April 2.  We agree with the Academy that it is often the "nitty-gritty" of a campaign that separates success from also-rans.  It is to that end that Dial 800 has developed and continues to refine its marketing optimization tool set.

Dial 800, the leaders in marketing optimization will be attending the International Housewares Show in Chicago, March 14-15, to demonstrate the latest release of its call tracking, call recording and call routing software, CallView 360° and IntelliRoute.  Recent data suggests that direct marketers can increase inbound responseby taking advantage of Dial 800's bank of numerically memorable numbers, RapidRecall by as much as 20, 30, even 50 percent or more.  In addition, Dial 800's save the sale automated direct mail engineBoomerang will be showcased.  COO James Diorio along with CMO Rick Petry will be present and also attending the Direct Response Marketing Alliance and Electronic Retailing Association networking events while in the Windy City on Monday evening, March 15th.

In the world of broadcast direct marketing, when a commercial airs, it's imperative that the call center be ready to receive the inbound inquiries. After all, such consumer calls represent a finite opportunity that occurs in real time. If things go awry, those inbound calls can evaporate in the blink of an eye. But disasters occur, natural and otherwise, that can disable a call center. That's why at Dial 800 we strongly advocate that direct marketers consider not putting all of their eggs in one basket, and that they also consider the benefits of call routing services. Effective call routing services allows a marketer to distribute inbound call allocations to multiple destinations and to do it immediately, on the fly, in the event of an emergency or other change in circumstances.


While call centers are suppose to maintain redundancies such as back up energy sources, even these are subject to failure in the wake of a disaster, so it is imperative that the marketer control the ability to route calls to other places that are unaffected. Call routing software such as Dial 800's AccuRoute enables a marketer to route their calls to multiple destinations from their computer using the Internet at anytime and anywhere, and take their destiny -- literally -- into their own hands. When you combine this powerful tool with other components such as call tracking and call recording, the marketer gains enormous advantages that can help optimize a direct marketing campaign. But if the call is lost in the ether due to unexpected circumstances, it is all for nought; hence, call routing should be an imperative part of every direct marketing campaign.

As a service provider that controls tens of thousands of toll free numbers through our RapidRecall service, at Dial 800 we make it our business to understand the important nuances that are going to give direct marketers the very best results.  Well here is the 411 on toll free numbers (TFNs): not all TFNs are created equal!  Even though 888, 877, and 866 prefixes have now been around for years, consumers are still programmed to dial 800 first.

The proof?  Just last week 2,652 people accidentally dialed our number 1-800-XXX-CELL instead of 1-877-XXX-CELL in an attempt to reach a low coast cellular service provider.  And that was just in one week! Imagine how many lost opportunities that represents over the course of a campaign and/or business' life -- literally tens of thousands, perhaps even hundreds of thousands of missed sales!

Many marketers and their agencies are under the misperception that 800 numbers are simply unavailable.  Not true!  Service providers like Dial 800 allow marketers to lease numbers, often at a cost of what adds up to a nominal cost per lead, that can have a marked impact on results.  A good quality 800 TFN may cost a few hundred dollars per month, but let's break down the math.  If the marketer cited above lost 10,000 leads due to misdials and each inbound lead was worth a conservative $5, that's $50,000 worth of leads lost in a single month.  The monthly cost to lease the 800 version of their number and gain the advantages of Dial 800's call tracking, call routing and call recording software?  About 38 cents per lead.  Calculate average closure rates and revenue and the cost versus the ROI is obviously through the roof!

An article I wrote in Response magazine recently examined the marked advantages of 800 toll free numbers over other prefixes that were introduced to the marketplace years later. In response to the article, entitled “The Right Numbers Add Up to Increased Profitability”, a senior media director contacted me expressing his surprise, “I would have thought the market is knowledgeable enough to recognize 888, etc. by now.”

Yet the evidence that consumers are pre-conditioned to dial the 800 prefix first continues to pile up. Businesses using non-800 prefix toll free numbers such as 888 and 877 are missing hundreds if not thousands of leads due to misdials. Here’s a case in point:

I went on the agency’s website, found their client, an animal humane society, was using an 888 prefix number on their website for animal poison control. Next, I phoned the 800 version of the same number where I encountered an exasperated small business owner who explained that the misdials were literally ruining her life. Hundreds of misdials occurred every year from panicked pet owners who had called her business by mistake, even though the number is right in front of those dialing in black and white. Worse, the business owner has the calls roll over to her home number and is frequently woken in the night by the distressed, creating even more stress!

This is just one illustration of why it is imperative that any direct marketer using a toll free number use an 800 number, particularly in broadcast advertising. But, as our media director observed, “The problem I found is that there are no 800#’s with good repeaters left.” While it’s true that virtually all 800 numbers are spoken for, there are services such as Dial 800’s RapidRecall that make numbers available on a lease basis. When combined with powerful call tracking, call routing and call recording software the incremental cost of having access to the right toll free number can have an exponential impact on the bottom line of a campaign. Given how hard it is to generate a lead and then close a sale, capturing hundreds if not thousands of additional consumer inquiries keen on your offer is absolutely critical.

Dial800 had a tremendously successful Great Ideas Summit in New Orleans February 1-3. Presented by the Electronic Retailing Association, of which Dial800 is a Platinum Member, the direct marketing summit set a new record for attendance. Here Dial800 COO James Diorio (front left) and BJ Global's BJ Fazeli (front right) enjoy the company of industry colleagues at SF Video's blowout 20th Anniversary party at the House of Blues. Dial 800's latest research, which shows the power of toll free repeater numbers, was met with tremendous reception at the conference as was its call routing, call tracking and call recording software, CallView 360. Dial800 has signed several new accounts as a result of the show.

Using multiple call centers can be enormously advantageous to direct marketers for a number of reasons. You’ll be able to increase sales and profitability by leveraging these attributes:

1. The ability to use more boutique call centers that specialize in order making versus order taking who can deliver higher closure rates and a higher average ticket, yet because of their specialized nature may have capacity issues.
2. Using our call tracking system, you can monitor the performance of multiple telemarketers from your computer anytime and anywhere. Based on how they deliver, you can then allocate the lion’s share of leads to your best performing center, which can greatly affect a campaign’s overall profitability.
3. Keep vendors on their toes. Often suppliers get complacent over time. Using more than one telemarketer will help keep them hungry and competitive.

Dial 800’s optimization tool set is designed to empower the marketer, giving you more control and the ability to route calls on the fly using our call routing tool, AccuRoute. When used in combination with our bank of memorable toll-free repeater numbers, RapidRecall, you can increase your inbound calls by as much as 20, 35, even 50 percent or more and send them to a center capable of closing.

The Optimizer is an ongoing informational video series containing tricks and secrets to optimize your marketing. In this segment The Optimizer explains the basics of marketing optimization, and what it involves.

Transcript:

I’m Scott Richards, “the Optimizer”, here to show you how to generate more sales from your direct response radio and television campaign. At Dial 800 we’re in the business of Marketing Optimization – but what is Marketing Optimization? Let’s talk about what it is we do and how it can help your campaign.

First of all, Marketing Optimization involves call tracking – that’s tracking all the inbound calls, all the caller details, at the switch level. It also involves call recording – that is, having all calls – regardless of which call center those calls go to – recorded so you can listen to them. We strongly recommend that you listen to them on a weekly basis. Have your sales team or operators listen to how they’re selling, ensure they’re pronouncing company names and products correctly and examine how effectively they are up-selling and cross-selling. What could be more important!

Marketing Optimization also involves demographics. Call centers have the calls going to them, but what does the quality of the caller look like? How much money do these households make? What kind of occupations do they have? Do they own or rent a home? Our software, CallView 360°, does a deep demographic dive that shows you not only the quantity of calls, but also the quality of the callers. And that information can be critical in letting you know if your advertising is attracting the right people.

Next is Call Routing. Call Routing allows you to send calls to multiple call centers on a percentage allocation basis. You can do that on the fly, from your computer anywhere. Send one call center more or less calls, depending upon how well they’re closing deals for you.

At Dial 800 we also have the largest bank of memorable toll free numbers available anywhere. With memorable toll free numbers – repeater numbers in particular that have lots of digits that repeat over and over again, you can actually increase your sales by as much as 50 percent. We’ve tested this with our clients and if you try it for yourself with an A/B split, which is the best way to test it yourself, you’ll see for first-hand how a memorable, repeater toll free number can help optimize your campaign.

Finally we have what we call Save the Sale. A lot of consumers raise their hand by calling in, but unfortunately a lot of people don’t buy. At Dial 800 we have perfected an automated postcard fulfillment service that appends the caller’s phone number to a name and address so that you can send a postcard in the mail within 24 hours. As a result, people who didn’t buy but were interested in your offer, receive another timely, relevant piece of communication that can help you close more sales.

How would you like to see your short-form direct marketing results potentially increase by as much as 40, 50, 60 percent or more? The key may very well lie in something as simple as the quality of the toll free number you are using to drive inbound calls. That’s right – not all toll-free numbers are created equal.  Repeater numbers that employ repetitive digits are easy for consumers to remember and can increase your inbound call volume and resulting sales by such significant margins.

 In a head-to-head television test for a product in the health and fitness category, the memorable toll free number 1-800-940-0000 ran against the randomized number 1-800-850-6457.  The memorable number delivered staggeringly better results including:

• A 69 percent increase in overall call volume.
• A 68 percent increase in total gross revenue.
• And, after declines, holds and cancellations, a 63 percent increase in net sales.

The reason for the difference is relatively easy to explain.  As New Yorker journalist Malcolm Gladwell writes in his latest bestseller Outliers, human beings store numbers in a memory loop that lasts about two seconds.  Hence, you can appreciate what an advantage it is to have a number such as 1-800-940-0000 that is so much easier for a consumer to recall – particularly in a short-form spot – than a randomly sequenced number.

It all sounds simple enough, but invites the question: Just how do you get the good numbers?  The answer is RapidRecall, the largest bank of numerically memorable 800 prefix toll free numbers available anywhere exclusively through Dial 800.  For mere pennies on the dollar, marketers can now realize such exponential gains in their campaign results.  To learn more, click here to fill out a brief request form and an optimization specialist from Dial 800 will contact you shortly.

 ______________________________________________

 By Scott “the Optimizer” Richards, CEO, Dial 800

 It was none other than Jack Welch, the revolutionary GE CEO who suggested the watchwords that comprise our second resolution for direct marketers.  But if you think about it, it is direct marketers such as Beachbody, Guthy-Renker, and Murad who have not only relied on their expert supply chain partners to succeed, but who have also largely assumed responsibility for shaping their own destiny, that have succeeded in the long haul over the past two decades of tumult and change.

 The truth is, trying to figure out how to make a direct marketing campaign work effectively is tough work.  It requires uncommon perseverance and pluck – not to mention financial resources – and a willingness to test again and again.  But to make sound decisions, you need sound data on which to base those decisions and the fact is, the closer a marketer is to controlling that flow of data, the more they are in command of their fate.

 Here’s a simple illustration: if you’re not getting call count information at the switch level, then you most likely do not have a clear picture of your inbound call dispositions.  As a result, basic information such as total calls received that are used to calculate the effectiveness of your call centers, may be skewed by disparate definitions of what comprises an answered, short, incomplete, and no answer call, etc.  This information is fundamental to making decisions about the effectiveness of not only your call center, but of individual media airings.

 One solution to this conundrum is to use toll free numbers where you can get access to switch-level data.  With Dial 800’s RapidRecall bank of memorable toll free numbers, for example, you see all of your data at the switch level.  These telephone numbers can be deployed with any call center and you can move them from place to place.  Since you control the numbers, you also do not have to send out separate dubs to stations and networks if you decide to move from one call center to another.

 This is what we mean by controlling your fate.  If you’d like to read more, check out my article in Direct Avenue’s most recent Direct Connect Quarterly Newsletter, “Control Your Telemarketing Data to Control Your Fate.” At Dial 800 we are committed to giving marketers the tools they need to optimize their campaigns by obtaining insight that reveals the truth – truth that sows the path to success.

 ______________________________________________

 By Scott “the Optimizer” Richards, CEO, Dial 800

It's the beginning of a new year, a new decade and a cyclical upswing in our stagnant economy.  Therefore, it's the perfect time for marketers to take stock and to resolve to make their direct marketing campaigns work smarter.  Here, with resolute humbleness, is the first of some suggestions for direct marketers to consider as they compile their resolutions for 2010:

1.    Listen to the Consumer.  Peter M. Leschak once commented, “All of us are watchers – of television, of time clocks, or traffic on the freeway – but few are observers.  Everyone is looking, not many are seeing.”

While we all know that the balance of power shifted from the marketer to the consumer with the advent of the Internet years ago, what are we really doing to listen to our consumer?  Certainly online marketing affects the ability to track their navigational behavior and the ability to divine a sense of what messages are driving click through and sales, but what’s missing in such analytics is perhaps the most important thing: the consumer’s voice.

For marketers using inbound telemarketing, call tracking and recording such as that provided by Dial 800’s CallView 360° can provide one cost-effective solution.  Imagine having the ability to listen to every single one of your inbound consumer inquiries to cull insight that helps you proactively address objections, optimize your sales message, and close more sales?

While focus groups have been the preferred avenue for gaining such insight, they are often cost prohibitive and, while capable of giving a marketer solid qualitative acuity, are typically limited quantitatively by the number of participants due to their cost.  In other words, while you may hear from a dozen or two consumers in a typical focus group endeavor, imagine if you could scale that up to a critical mass number that is statistically sound – say hundreds of consumer voices – for a fraction of the cost of focus groups?  With unlimited call recording, a marketer can obtain both powerful qualitative and quantitative data.  Your laboratory isn’t a shadowy room with a one-way mirror and too many gut-busting snacks, it’s as mobile and convenient as your laptop computer which enables you to access the data anywhere and anytime that works for you.

Think of call tracking and recording as field research where the field is brought to you.  Your task becomes listening, a skill that has become lost amid our cacophony of information overload, but one that can serve as a potent instrument when wielded by a marketer willing to invest their time and intelligence; a tool to mark a new era of prosperity as you embark on a new year.

 ______________________________________________

 By Scott “the Optimizer” Richards, CEO, Dial 800

All of our services including  call tracking, vanity numbers, call routing and direct mail, are now officially available to agencies and affiliates for white labeling.

Read the full white label press release.

Dial 800 recently concluded a very successful DMA09 Conference &  
Exhibition where the company's call tracking and analytics  
optimization tool set was met with great enthusiasm by the direct  
marketing community.  Among the networking festivities was a  
reception held by the Electronic Retailing Association at San  
Diego's Stingaree.  Dial 800 CEO Scott Richards is seen below with  
Matthew Bock, Vice President of Business Development, for Triton  
Technologies at the party.  Dial 800's call routing service  
IntelliRoute allows direct marketers to route calls to multiple call  
centers such as Triton that specialize in more consultative sales,  
creating a win-win for performance-based telemarketers and their  
clients.

 Dial 800 is proud to be an inaugural sponsor of the DRMA Marketer of the Year.  The Marketer of the Year award will recognize excellence in direct marketing amid the chic splendor of The Palm Casino’s Moon Nightclub on the evening of Monday, September 14^th from 9-12 p.m. in Las Vegas.

Scott Richards, Dial 800’s CEO, commented: “Entrepreneurship is the life’s blood of the direct marketing industry, so we wanted to be first in line to help support these brilliant marketers.  We’ve enjoyed a great response from this community to our suite of optimization tools, and this is our way of saying, 'Thank you!’  If you are interested in attending this not-to-be-missed event, contact Scott at 1-800-DIAL-800.

The ways are innumerous, both for business and personal reasons.

In business, haven't we always heard the old adage 'the customer is always right'?  Well, the customer has to first be able to be heard before a company can benefit from his or her point of view, correct?   If that important call is recorded, companies can make sure that customers' concerns are addressed and not accidentally overlooked.

Call recording can improve customer satisfaction immensely also because follow-up calls can be made to customers needing further assistance.   Additionally, employees can be evaluated and trained accordingly on what has been shown to work best.   An excellent call can be used to train new employees on the 'do's and don'ts' of their service. 

Call tracking and recording can improve security by helping to track down any breaches in confidential information.  Also, in this day and age, lawsuits are becoming more and more commonplace.   A company can protect itself by helping with fact-finding and data verification should it have the unfortunate experience of being sued.

Recording and tracking calls can be beneficial for individuals on a personal level as well.   For example, suppose Grandpa (who lives in Russia no less) just recounted the entire family history during a poignant hour and a half long phone call.   The whole family should have the benefit of being able to hear his story in his own words! Perhaps one day, people will keep CD's of conversations like these in the same way that they save scrapbooks and photo albums.

Students may want to record important calls with their professors.  People interviewing with a company may want to record their phone interviews in order to hone their interview skills.  Bloggers may want to turn their blogs into podcasts, which would require recording the different podcast elements.

Call recording is definitely the (phone) wave of the future, that's for sure!

The answer to this question largely depends on which medium you are advertising in.  In print ads, the vanity number should be large and bolded with its numerical equivalent accompanying it in very small type.  With television, radio and billboard ads, you should ONLY use the vanity number since you only have a few seconds to make a lasting impression on potential customers.  With online advertising, vanity numbers shouldn't be used at all.

You might argue that not using the digits at all will frustrate PDA users who don't have actual digits on their BlackBerries or Treos.   Perhaps people might get frustrated figuring out how to dial a vanity number, but they WILL remember your number.  They'll actually probably even remember your number better than they would have otherwise.  Why?

Think about it.  If you're looking into getting hardwood floors for your home and hear a great 1-800-HARDWOOD ad on the radio, will you not call simply because you have a PDA?   Of course not.  You'll figure it out.  

In fact, you will probably mention your frustration to several of your friends and explain how you figured it out.    They in turn might discuss your story with their friends and create more business for your company. Perhaps they'll even call 1-800-HARDWOOD as well or go online to figure out how to dial a vanity number on a Blackberry. Wow, what wonderful viral marketing!

By the way you can dial a vanity number on a BlackBerry simply by holding down the "ALT" key while using the keypad to type the name in the vanity number you're trying to dial.  The BlackBerry automatically sends the right tone to match what you've typed.    Pretty easy, eh?  

So as it turns out, vanity numbers can increase your sales in ways you perhaps never even imagined! 

Although it might surprise some, the answer is actually NO.   Vanity numbers are an excellent marketing optimization tool to be used in virtually all off-line advertising mediums.  When it comes to the Internet, however, using a vanity number online provides very little added benefit to your company.  The potential customer looking at your website already has all the necessary information should he or she decide to either make a purchase or call you directly.

Online, using tracking numbers is really the way to go.   As a matter of fact, Dial800 can provide dynamically inserted toll-free tracking numbers into a website, thereby enabling the company to know exactly which search engine the call came from and which keyword the user entered. 

Used correctly, this information is marketing gold for an online marketer.  Why?  Well, if you know where your new customers are coming from, (as well as what they're looking for from the keywords they use), then you can market to other people just like them.  You'll save a lot of money in your advertising efforts by NOT going after the wrong people or using the wrong terms. 

For instance, if you sell hardwood floors, and learn from your tracking number data that most people calling you from your Google Adwords account are searching for "great floors" rather than "hardwood floors", you can optimize your advertising efforts by using "great floors" in your ads and increase your sales as well!

When it comes to online marketing, the best thing advertisers can do is really try to get into the mindset of their customers and find out what they're looking for.  Using tracking numbers accomplishes these goals and more.  So remember, use vanity numbers for all other mediums, but online, tracking numbers are the ticket to seeing increased sales.