YPM is one of the most proactive advocates in the use of Call Measurement Services (CMS) in the CMR world to date. We have been able to show our clients the value of their National Yellow Page Directory Advertising programs by using CMS to track leads from phone calls back to the Directories they came from.
This program is one the most effective ways we know of to show results, track and monitor ROI and to pull the numbers down to pinpoint the cost of each lead you receive through your Yellow Page ads.
Additionally you can receive valuable data about your callers such as caller's name, phone number and address. This information can easily be used to create a qualified direct marketing campaign to follow up informational phone calls with.
And YPM does all the leg work for you, from setting up the phone numbers to providing the monthly results and data.
Use information like number of calls answered and number of rings to be answered to help improve branch operations, or call duration to determine if the calls are converting to sales or if they are more for information gathering based on how long the customer is on the phone.
For all of the reasons above, YPM signed on early to the use of CMS and promotes its use for existing and new Directory Advertising programs alike.
We obtain a dedicated unique local or toll-free phone number for a specific yellow pages advertisement. When we submit the artwork for the ad, we have the unique number displayed instead of the normal phone number.
When a call is placed to the test number, it is forwarded to a switch box that picks up the telephone number, the date and time, and then the call is forwarded to normal listed phone number. At that time, the call is then monitored for whether or not it is answered (and how quickly it is answered) as well as the duration of the call.
A monthly report that has the overall totals for calls to your test line number, along with the detailed breakdown of each call - including telephone number! Using this information you can trace sales back to advertisements and see your true ROI (Return on Investment) for each yellow pages ad you place.
And here is a little piece of gold for marketers. That phone number is the perfect predefined ten-digit customer identification code that you can come across. It comes pre-made, is truly unique in origin and as long as it is maintained, can yield an incredible means of tracking a customer through their life-cycle with your company.