{"id":12257,"date":"2021-12-19T10:21:56","date_gmt":"2021-12-19T07:21:56","guid":{"rendered":"https:\/\/zdmaa.com\/call-tracking-helps-reduce-that-uneasy-vegas-feeling\/"},"modified":"2021-12-28T14:22:14","modified_gmt":"2021-12-28T11:22:14","slug":"call-tracking-helps-reduce-that-uneasy-vegas-feeling","status":"publish","type":"post","link":"https:\/\/zdmaa.com\/tr\/call-tracking-helps-reduce-that-uneasy-vegas-feeling\/","title":{"rendered":"\u00c7a\u011fr\u0131 izleme, bu sinir bozucu Vegas hissini azaltmaya yard\u0131mc\u0131 olur"},"content":{"rendered":"

\u00c7a\u011fr\u0131 izleme, bu sinir bozucu Vegas hissini azaltmaya yard\u0131mc\u0131 olur<\/span><\/span><\/span><\/span><\/p>\n

\n

19. y\u00fczy\u0131l\u0131n perakende \u00f6nc\u00fcs\u00fc John Wanamaker’\u0131n “Reklamlar\u0131m\u0131n %50’sinin kayboldu\u011funu biliyorum. Benim sorunum mu? <\/span><\/span><\/span>Hangi <\/span><\/span><\/span> yar\u0131s\u0131n\u0131n <\/span><\/span><\/span>i\u015fe yarad\u0131\u011f\u0131n\u0131 <\/span><\/span>bilmiyorum” dedi\u011fi s\u00f6yleniyor <\/span><\/span><\/span>.<\/span><\/span><\/span><\/p>\n

 <\/p>\n

Reklam b\u00fct\u00e7enizi kontrol etmek, Wanamaker’\u0131n olas\u0131 sat\u0131\u015f yaratma ve sat\u0131\u015f i\u00e7in hangi reklam ve pazarlama programlar\u0131n\u0131n kredi almas\u0131 gerekti\u011fi konusundaki netlik eksikli\u011finden dolay\u0131 hayal k\u0131r\u0131kl\u0131\u011f\u0131 ifade etti\u011fini hissetmenize neden oluyorsa, yaln\u0131z de\u011filsiniz. <\/span><\/span><\/span><\/p>\n

Jeff K\u00e4rcher’\u0131n <\/span><\/span><\/span>pazarlama harcamalar\u0131n\u0131zla kumar oynamaktan ka\u00e7\u0131nma <\/span><\/span><\/span>mesaj\u0131n\u0131 yakalayarak <\/span><\/span><\/span>, \u015fanslar\u0131 lehinize \u00e7evirmenize yard\u0131mc\u0131 olmak i\u00e7in telefonla y\u00f6nlendirme kullan\u0131m\u0131n\u0131 tan\u0131tmak istiyorum.<\/span><\/span><\/span><\/p>\n

\u00a0<\/span><\/p>\n

K\u00e4rcher Group <\/span><\/span><\/span>Trafik M\u00fcd\u00fcr\u00fc Lianne Weeks <\/span><\/span><\/span>, bir <\/span><\/span><\/span>arama izleme yaz\u0131l\u0131m paketi olan <\/span><\/span><\/span>CallTrackingMetrics’in <\/span><\/span>, tam olarak hangi reklamlar\u0131n telefon aramalar\u0131na yol a\u00e7t\u0131\u011f\u0131n\u0131 kullanarak, ekibimizin ve m\u00fc\u015fterilerimizin ba\u015far\u0131 ve ba\u015far\u0131s\u0131zl\u0131\u011f\u0131 daha iyi ili\u015fkilendirmesine <\/span><\/span>nas\u0131l yard\u0131mc\u0131 oldu\u011funu a\u00e7\u0131kl\u0131yor <\/span><\/span><\/span>.<\/span><\/span><\/span><\/p>\n

“TKG’deki en \u00f6nemli becerilerden biri, m\u00fc\u015fterilerimiz i\u00e7in yapt\u0131\u011f\u0131m\u0131z i\u015fin ba\u015far\u0131s\u0131n\u0131 takip etme yetene\u011fidir. Artan trafik \u00f6nemli bir g\u00f6stergedir ve sonunda, “Bir m\u00fc\u015fteri i\u00e7in i\u015fleri art\u0131rd\u0131k m\u0131?” Sorusuna geliyor. ?\u201d Bir e-ticaret sitesinde \u00f6l\u00e7mek kolayd\u0131r.Sat\u0131\u015flara bakabiliriz.Ancak web sitesi olmayanlar i\u00e7in i\u015fimiz potansiyel m\u00fc\u015fteriler yaratmakt\u0131r. <\/span><\/span><\/span><\/p>\n

Web sitelerinde formlar\u0131 doldurmak, potansiyel m\u00fc\u015fteri olu\u015fturmaya yard\u0131mc\u0131 olmam\u0131z\u0131n bir yoludur, ancak telefon g\u00f6r\u00fc\u015fmeleri de \u00f6nemlidir. <\/span><\/span><\/span>\u0130ster inan\u0131n ister inanmay\u0131n, insanlar hala telefona bak\u0131yor!! <\/span><\/span><\/span><\/i><\/strong>\u00c7evrimi\u00e7i sipari\u015f sunan siteler bile, genellikle do\u011frudan sat\u0131\u015f veya gelen telefon aramalar\u0131 yoluyla sat\u0131\u015f yard\u0131m\u0131 gibi g\u00fc\u00e7l\u00fc bir bile\u015fene sahiptir.<\/span><\/span><\/span><\/p>\n

\u00c7a\u011fr\u0131 izleme, bize tavsiye edilen pazarlama bulmacas\u0131n\u0131n daha \u00f6nce eksik olan o par\u00e7as\u0131n\u0131 veriyor.\u201d<\/span><\/span><\/span><\/p>\n

Telefon g\u00f6r\u00fc\u015fmelerinin \u00f6nemini anlay\u0131n<\/span><\/span><\/span><\/strong><\/h4>\n

Y\u0131llar i\u00e7inde, <\/span><\/span><\/span>Google Analytics arac\u0131l\u0131\u011f\u0131yla \u00e7evrimi\u00e7i sat\u0131\u015flara ve modele dayal\u0131 olas\u0131 sat\u0131\u015flara katk\u0131da bulunan kanallar\u0131 izlemeleri ve insanlara telefonda i\u015flerini nas\u0131l ke\u015ffettiklerini sormalar\u0131 konusunda m\u00fc\u015fterileri te\u015fvik eden ve onlara yard\u0131mc\u0131 <\/span><\/span><\/span>olan bir dijital pazarlama ajans\u0131m\u0131z oldu <\/span><\/span><\/span>. <\/span>\u00c7a\u011fr\u0131 y\u00f6nlendirme analiti\u011finin kullan\u0131lmas\u0131, <\/span><\/span><\/span>imalat \u015firketlerine pazarlama hizmetleri <\/span><\/span><\/span>sa\u011flarken <\/span><\/span>, baz\u0131 m\u00fc\u015fterilerin gelen potansiyel m\u00fc\u015fterilerinin yar\u0131s\u0131ndan fazlas\u0131n\u0131n telefonla gelmesi <\/span><\/span>ger\u00e7e\u011finden kaynaklanmaktad\u0131r <\/span><\/span><\/span>.<\/span><\/span><\/span><\/p>\n

Strateji oturumu s\u0131ras\u0131nda bir m\u00fc\u015fteri, “M\u00fc\u015fterilerimizin neredeyse yar\u0131s\u0131 \u00fcretim sa\u011flama s\u00fcrelerini kontrol etmek i\u00e7in telefonda,” dedi ve ekledi: “Bir\u00e7ok \u00e7a\u011fr\u0131, ki\u015fiselle\u015ftirme bilgileri i\u00e7in ve ard\u0131ndan \u00e7evrimi\u00e7i olarak bir teklif talebi g\u00f6nderiyor.” <\/span><\/span><\/span><\/p>\n

TKG, hangi reklam kanallar\u0131n\u0131n – Facebook’tan Google’a, Bing’den ThomasNet’e – en fazla telefon d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc ve dolay\u0131s\u0131yla en y\u00fcksek yat\u0131r\u0131m getirisini sundu\u011funu \u00f6\u011frenmek istedi. <\/span>Birden fazla kanalda farkl\u0131 kampanyalara atad\u0131klar\u0131 d\u00fczinelerce numaray\u0131 ba\u011flayarak, m\u00fc\u015fterilerimizin telefon aramalar\u0131na ve d\u00f6n\u00fc\u015f\u00fcmlerine hangi kaynaklar\u0131n ve bu kaynaklardan belirli kampanyalar\u0131n katk\u0131da bulundu\u011funu takip edebiliyoruz.<\/span><\/span><\/span><\/p>\n

Y\u00f6nlendiren telefon g\u00f6r\u00fc\u015fmeleri, insanlar\u0131 telefonla aramay\u0131 tercih eden kaynaklar hakk\u0131nda farkl\u0131 bir hikaye anlat\u0131r. <\/span><\/span><\/span>\u00dcreticiler <\/span><\/span><\/span>ve \u00f6zel hizmet sa\u011flay\u0131c\u0131lar <\/span><\/span>i\u00e7in <\/span><\/span>“canl\u0131 sohbet” <\/span><\/span>profillerinin kullan\u0131m\u0131na benzer \u015fekilde, <\/span><\/span><\/span>bir \u00e7a\u011fr\u0131 kayna\u011f\u0131n\u0131n y\u00f6nlendirilmesi, m\u00fc\u015fterilerin reklam\u0131n\u0131n nas\u0131l yap\u0131ld\u0131\u011f\u0131n\u0131 ve fonlar\u0131n nas\u0131l tahsis edildi\u011fini de\u011fi\u015ftirme konusunda fikir sa\u011flamaya yard\u0131mc\u0131 olur.<\/span><\/span><\/span><\/p>\n

Dinamik numara giri\u015fi<\/span><\/span><\/span><\/strong><\/h4>\n

Bir \u00e7evrimi\u00e7i sat\u0131\u015f\u0131 tamamlayan veya bir form dolduran web sitesi ziyaret\u00e7ilerini filtrelemeye benzer \u015fekilde, \u00e7a\u011fr\u0131 izleme analiti\u011fi, pazarlama kampanyas\u0131 verilerinizde \u00f6zellikle web sitesine yap\u0131lan t\u00fcm ziyaretlere odaklanmamas\u0131n\u0131, yaln\u0131zca bir telefon g\u00f6r\u00fc\u015fmesine yol a\u00e7anlar\u0131 ay\u0131rmas\u0131n\u0131 ister. <\/span><\/span><\/span><\/p>\n

Pazarlama i\u00e7in \u00e7a\u011fr\u0131 izleme, bir\u00e7ok potansiyel reklam kayna\u011f\u0131na ger\u00e7ek zamanl\u0131 y\u00f6nlendirme sa\u011flar – arama motorlar\u0131ndaki organik listeler, PPC (t\u0131klama ba\u015f\u0131na \u00f6deme reklamc\u0131l\u0131\u011f\u0131), ortak web sitelerinden y\u00f6nlendirme, sosyal medya ve do\u011frudan m\u00fc\u015fteri kaynaklar\u0131 (ba\u015fl\u0131k URL’si olan kartpostallar\u0131 d\u00fc\u015f\u00fcn\u00fcn) : exampleSite.com\/\u00f6zel-teklif). <\/span><\/span><\/span><\/p>\n

Reklam ve y\u00f6nlendirme kayna\u011f\u0131 takibini tart\u0131\u015f\u0131rken ald\u0131\u011f\u0131m\u0131z en yayg\u0131n sorulardan biri \u015fudur: “Say\u0131lar nas\u0131l de\u011fi\u015fiyor?”<\/span><\/span><\/span><\/p>\n

Her biri farkl\u0131 bir reklam ortam\u0131na atfedilen bir dizi telefon numaras\u0131, web sitenizde g\u00f6r\u00fcnt\u00fclenebilir. <\/span>Y\u00f6nlendirme ile t\u00fcm aramalar do\u011frudan m\u00fc\u015fteri firmalar\u0131m\u0131z\u0131n telefon hatlar\u0131na y\u00f6nlendirilir; <\/span>\u0130\u015fin s\u0131rr\u0131, sitedeki t\u00fcm sayfalar\u0131n kodunda k\u00fc\u00e7\u00fck bir komut dosyas\u0131 kullanmakt\u0131r.<\/span><\/span><\/span><\/p>\n

Web sitesi ziyaret\u00e7isinin web sitesine ilk olarak nas\u0131l ba\u011fland\u0131\u011f\u0131na ba\u011fl\u0131 olarak, t\u00fcm ziyaret\u00e7i oturumu boyunca site genelinde farkl\u0131 bir telefon numaras\u0131 g\u00f6r\u00fcnt\u00fclenir. <\/span>Dinamik numara ekleme, bir telefon aramas\u0131n\u0131 orijinal kayna\u011f\u0131yla e\u015fle\u015ftirir – kanallar\u0131, kampanyalar\u0131 ve hatta nitelikli olas\u0131 sat\u0131\u015flar\u0131 \u00e7eken ve sat\u0131\u015flar\u0131 d\u00f6n\u00fc\u015ft\u00fcren anahtar kelimeleri g\u00f6sterir.<\/span><\/span><\/span><\/p>\n

M\u00fc\u015fteri memnuniyeti ve \u00e7a\u011fr\u0131 merkezi e\u011fitimi<\/span><\/span><\/span><\/strong><\/h4>\n

“Bu g\u00f6r\u00fc\u015fme e\u011fitim ve kalite ama\u00e7l\u0131 olarak kaydedilebilir.” <\/span>Bir arama yaparken hepimiz bu a\u00e7\u0131l\u0131\u015f hatt\u0131na a\u015fina olduk. <\/span>Orijinal medya kayna\u011f\u0131n\u0131 tan\u0131mlaman\u0131n yan\u0131 s\u0131ra, \u00e7a\u011fr\u0131 analizi ara\u00e7 tak\u0131mlar\u0131, gelen telefon \u00e7a\u011fr\u0131lar\u0131n\u0131 da kaydedebilir.<\/span><\/span><\/span><\/p>\n

\u00c7a\u011fr\u0131 izleme analiti\u011fi, hangi ba\u015far\u0131l\u0131 kampanyalar\u0131n sat\u0131\u015f getiren telefon aramalar\u0131na yol a\u00e7t\u0131\u011f\u0131n\u0131 daha iyi anlamam\u0131z\u0131 sa\u011flar; <\/span>Kaydedilen aramalar\u0131n dinlenmesini dinlemek, y\u00f6netim ekibinize, sat\u0131\u015flar\u0131 kapsayan reklamc\u0131l\u0131\u011f\u0131n \u00f6tesinde i\u015finizi geli\u015ftirmenize ve iyile\u015ftirmenize yard\u0131mc\u0131 olacak de\u011ferli veri noktalar\u0131 sa\u011flayabilir.<\/span><\/span><\/span><\/p>\n

Sat\u0131\u015f departman\u0131n\u0131n kay\u0131tl\u0131 aramalar\u0131 dinledi\u011fi durumlarda, konu\u015fman\u0131n her iki taraf\u0131 i\u00e7in de faydal\u0131 bilgiler sa\u011flar – m\u00fc\u015fterilerinizin ilgi\/niyet seviyeleri ve sat\u0131\u015f g\u00f6revlilerinin gelen aramalar\u0131 nas\u0131l ele ald\u0131\u011f\u0131. <\/span><\/span><\/span><\/p>\n

Telefon sat\u0131\u015f temsilcilerinizle yap\u0131lan aramalar\u0131n kalitesini art\u0131rmak i\u00e7in kay\u0131tl\u0131 aramalar\u0131 kullanmak, istenilirken izlendiklerini hissetmekten endi\u015fe duyan \u00e7a\u011fr\u0131 merkezi \u00e7al\u0131\u015fanlar\u0131n\u0131n direni\u015fiyle kar\u015f\u0131la\u015fabilir. <\/span>CallTrackingMetrics blogu, gelen aramalar\u0131 alan herhangi bir \u015firket i\u00e7in faydal\u0131 olabilecek bir \u00f6rnek olay incelemesi i\u00e7eriyor.<\/span><\/span><\/span><\/p>\n

Makale <\/span><\/span><\/span>, ba\u015flang\u0131\u00e7ta telefonlara cevap veren ekibinin \u00e7ok ba\u011f\u0131ms\u0131z hissetmekten \u015fimdi izleniyor hissine ge\u00e7ti\u011fi bir sat\u0131\u015f m\u00fcd\u00fcr\u00fcnden al\u0131nt\u0131 yap\u0131yor.<\/span><\/span><\/span><\/p>\n

\u00d6rnek olay incelemesinde ayr\u0131nt\u0131l\u0131 olarak a\u00e7\u0131klanan \u00e7\u00f6z\u00fcm\u00fc, telefon arac\u0131lar\u0131n\u0131n her g\u00fcn yaln\u0131zca iki kay\u0131t g\u00f6ndermesini zorunlu k\u0131lmakt\u0131: 1 y\u0131ld\u0131zl\u0131 arama ve 5 y\u0131ld\u0131zl\u0131 arama. <\/span>Tek y\u0131ld\u0131zl\u0131 aramalar, temsilcinin daha iyi ara\u00e7lara, daha fazla g\u00fcce vb. sahip olsayd\u0131 daha iyi performans g\u00f6sterebilece\u011fini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fc aramalard\u0131; <\/span>\u0130yi giden 5 y\u0131ld\u0131zl\u0131 bir g\u00f6r\u00fc\u015fmeydi.<\/span><\/span><\/span><\/p>\n

“Ba\u015fka hi\u00e7bir \u015feyi dinlemeyece\u011fimi payla\u015ft\u0131m ve bu onlar\u0131 \u00e7ok rahatlatt\u0131 ve arama kayd\u0131n\u0131n de\u011ferini g\u00f6rmeye ba\u015flad\u0131lar. Art\u0131k ne \u00fczerinde e\u011fitim almalar\u0131 gerekti\u011fine dair bir vizyonum vard\u0131 ve bulabilece\u011fim bir \u015fey vard\u0131. %25’lik bir d\u00f6n\u00fc\u015f\u00fcm oran\u0131ndan, %50’lik bir d\u00f6n\u00fc\u015f\u00fcm oran\u0131 nihai hedefiyle %35’lik bir d\u00f6n\u00fc\u015f\u00fcm oran\u0131na ge\u00e7mek i\u00e7in birlikte \u00e7al\u0131\u015ft\u0131\u011f\u0131m\u0131z i\u00e7in.\u201d<\/span><\/span><\/span><\/p>\n

\u00c7a\u011fr\u0131 analizi yaz\u0131l\u0131m\u0131, daha fazla de\u011ferlendirme i\u00e7in belirli konu\u015fmalar\u0131 izole etmeye yard\u0131mc\u0131 olmak i\u00e7in kay\u0131tlar\u0131 da kullanabilir. <\/span>\u00c7a\u011fr\u0131lar, belirtilen belirli \u00fcr\u00fcnlere veya arayan ki\u015finin “fiyatland\u0131rma ihtiyac\u0131” veya “fiyat teklifi al” gibi ifadeleri kullanmas\u0131na g\u00f6re sistemde i\u015faretlenebilir.<\/span><\/span><\/span><\/p>\n

Buradaki kilit nokta, telefon temsilcileriyle \u015firketin gelecekte yeni \u00e7al\u0131\u015fanlar\u0131 i\u015fe al\u0131rken bu aramalar\u0131 ba\u015fka bir ama\u00e7la kullanabilecekleri konusunda kar\u015f\u0131l\u0131kl\u0131 bir anlay\u0131\u015f geli\u015ftirmektir.<\/span><\/span><\/span><\/p>\n

50\/50 veya 80\/20?<\/span><\/span><\/span><\/strong><\/h4>\n

En iyi yat\u0131r\u0131m getirisinin, olas\u0131 sat\u0131\u015flar\u0131 ve sat\u0131\u015flar\u0131 \u00e7eken programlar\u0131n bilgisine dayal\u0131 olarak odaklanm\u0131\u015f reklam harcamalar\u0131ndan geldi\u011fi kolayca g\u00f6sterilebilir. <\/span>Baz\u0131 durumlarda, mevcut ve potansiyel m\u00fc\u015fterilerinizin \u00e7ok k\u00fc\u00e7\u00fck bir y\u00fczdesi, \u015firketinizin k\u00e2rl\u0131l\u0131\u011f\u0131n\u0131n \u00e7ok b\u00fcy\u00fck bir y\u00fczdesini temsil edebilir.<\/span><\/span><\/span><\/p>\n

En iyi performans g\u00f6steren m\u00fc\u015fterilere ve ilgili pazarlama harcamalar\u0131na odaklanma ve pazarlama kaynaklar\u0131n\u0131z\u0131 art\u0131rma yetene\u011fi, pazarlama ba\u015far\u0131n\u0131z\u0131 temelden de\u011fi\u015ftirebilir.<\/span><\/span><\/span><\/p>\n

Karcher Group, \u015firketiniz i\u00e7in en \u00f6nemli olan metriklere – potansiyel m\u00fc\u015fteriler ve ger\u00e7ek, eyleme d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir sat\u0131\u015flara – odaklanmaya devam etmekten gurur duymaktad\u0131r. <\/span><\/span><\/span><\/p>\n

TKG’nin pazarlama yat\u0131r\u0131m\u0131n\u0131z\u0131n d\u00fc\u015f\u00fck performans g\u00f6steren veya d\u00fc\u015f\u00fck performans g\u00f6steren k\u0131s\u0131mlar\u0131n\u0131 ortadan kald\u0131rarak yat\u0131r\u0131m getirinizi art\u0131rman\u0131za nas\u0131l yard\u0131mc\u0131 olabilece\u011fini \u00f6\u011frenmek i\u00e7in ileti\u015fime ge\u00e7in. <\/span><\/span><\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u00c7a\u011fr\u0131 izleme, bu sinir bozucu Vegas hissini azaltmaya yard\u0131mc\u0131 olur 19. y\u00fczy\u0131l\u0131n perakende \u00f6nc\u00fcs\u00fc John Wanamaker’\u0131n “Reklamlar\u0131m\u0131n %50’sinin kayboldu\u011funu biliyorum. Benim sorunum mu? Hangi yar\u0131s\u0131n\u0131n i\u015fe yarad\u0131\u011f\u0131n\u0131 bilmiyorum” dedi\u011fi s\u00f6yleniyor .   Reklam b\u00fct\u00e7enizi kontrol etmek, Wanamaker’\u0131n olas\u0131 sat\u0131\u015f yaratma ve sat\u0131\u015f i\u00e7in hangi reklam ve pazarlama programlar\u0131n\u0131n kredi almas\u0131 gerekti\u011fi konusundaki netlik eksikli\u011finden dolay\u0131 …<\/p>\n","protected":false},"author":1,"featured_media":9790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-12257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-tr"],"yoast_head":"\n\u00c7a\u011fr\u0131 izleme, bu sinir bozucu Vegas hissini azaltmaya yard\u0131mc\u0131 olur - zdmaa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zdmaa.com\/tr\/call-tracking-helps-reduce-that-uneasy-vegas-feeling\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c7a\u011fr\u0131 izleme, bu sinir bozucu Vegas hissini azaltmaya yard\u0131mc\u0131 olur - zdmaa\" \/>\n<meta property=\"og:description\" content=\"\u00c7a\u011fr\u0131 izleme, bu sinir bozucu Vegas hissini azaltmaya yard\u0131mc\u0131 olur 19. y\u00fczy\u0131l\u0131n perakende \u00f6nc\u00fcs\u00fc John Wanamaker’\u0131n “Reklamlar\u0131m\u0131n %50’sinin kayboldu\u011funu biliyorum. Benim sorunum mu? 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