Who are all these people? Let's ask K50

Hi, Habr. We will not pour water to the kata, immediately get down to business. The bid optimizer in contextual advertising K50 platform offers its customers tools to increase the effectiveness of advertising. Most of them are related to the online environment, which is quite logical, because we are talking about network technologies. For companies whose phone calls make up 30% (and in some areas up to 70-80%) of the total number of incoming calls, there was insufficient data to analyze advertising. It was for such customers that K50 decided to develop a service in order to receive detailed information for each call, including its duration, record, keyword and the chain of events-visits, which brought the client. It sounds complicated, but it was implemented quite quickly thanks to the ready-made Voximplant components (well, a little praise yourself, sorry).

Dynamic constructor for dynamic call tracking

As you might have guessed, we are talking about static and dynamic call tracking. Recall how they differ from each other. Static call tracking helps you know which channel is most effective: facebook, contextual advertising, or outdoor advertising. And dynamic call tracking is not only channels, but also the effectiveness of different keywords with an assessment of the actions of individual clients.

From the point of view of telephony, in the first case, a virtual number is allocated for each advertising channel, and in the second, for each visitor to the session.

The guys from K50 thought out all the logic and even raised their own telephony. Everything would be fine, but its own telephony was very moody and required almost a dedicated person to support it. The candy-bouquet period ended with the K50 learning about Voximplant - and painlessly switched to a new platform. It took a few lines of code, a little time, and, of course, a good mood (without it, nothing at all, yes).

Field Voximplant Test

K50 rents a pool of virtual numbers from us. If their clients have enabled static call tracking, then virtual numbers are few: just one for each channel. In dynamic call tracking, the “mask” number is “replaced” for each user, therefore the number of numbers is calculated depending on the number of users and the duration of the session. K50 offer their customers numbers for 60 cities of Russia and 30 countries (as much as we offer all Voximplant developers).

The site visitor dials a number, and the call arrives at the Voximplant platform, which connects it to the company manager (K50 client) - in accordance with the prescribed scenario. For example, a call can be directed to either one number or several - so that different managers can pick up an incoming call (parallel or serial dialing).


After the call, Voximplant gives all the data to the K50: time, duration and recording of the conversation, number of substitution, number of forwarding and so on. Collected data K50 analyzes and ranks each user separately, in accordance with the data that has already been collected: visit chain, source and keyword.

Now all that has been said, only in the form of a picture, is so clear.



We also recommend that you look at our article on Habré , with examples of the implementation of call tracking.

And back

K50 also offers its customers a widget for callbacks - in which a site visitor can leave his number so that he can be called back.

When a callback application appears on the K50 customer’s website, K50 dynamically collects a “user profile”. It includes his name, interests, page of the site. And then Voximplant, phoning the manager, pronounces the formed message to him. For example, "Aladdin, interested in a magic lamp." And while the manager listens to this message and mentally prepares to talk about models of magic lamps with genies, Voximplant calls Aladdin and connects him to the manager. Everyone is happy in this case (except, probably, genies).

Another picture:

And what is the result?

In order to start tracking calls, the K50 client must install the counter code on his website. Nothing complicated.

The tracker is synchronized with K50 analytics, Google Analytics and client’s CRM, and therefore customers can trace the entire sales funnel - and find out exactly which call led to the purchase. Based on the data from the Tracker (browsing the pages, did you call for a consultation), you can set up advertising campaigns in real time and show new messages - there are specialized K50 services for this.

K50 have been working for us since November 2015. Well, in order for you to evaluate the scale of cooperation between our platforms, we indicate the volume of calls processed - 180 thousand per month, with the definition of the source of each call and the receipt of detailed information about the subscriber. It seems not bad, what do you think? If you need more technical information, we will be happy to provide, ask.

The picture before kat was taken from The Irish Time.