Date 20 Aug 2015
Time 6:30pm - 9:00pm
Venue MIS Executive Lounge, 410 North Bridge Road, Level 1, S188726
Speaker Gunther Scherz
Fees Non-Member: $35
MIS Member: $20
MIS Student: Complimentary
Public Tertiary Institution Student*: $10

It's been proven time again that inbound phone calls are the most valuable lead type – so valuable that marketers are heralding calls as the new click. In fact, a staggering $68 billion is spent by marketers each year on advertising with the intention of driving phone leads. Undoubtedly, this will increase with the explosion in mobile traffic and calls driven by mobile search, estimated to rise to $65 billion by 2016.

We live in an era where smartphones never leave our side. Although it's standard practice for businesses to measure their online effectiveness, what's often missing is understanding the customer's thought processes – before, during and after – they make the call after having searched for a product or service online.

Businesses need to be able to connect the various dots in a customer's journey and understand the search initiatives which prompted them to make the call. Call tracking allows businesses to track call-based revenue back to search ads and keywords, thus allowing marketers to optimise the ROI on their marketing activity.

Key Points:

• Learn how to track your phone leads back to the source
• Spend money on campaigns that work
• Unlock the full power of multi-touch attribution
• Have the power to discover your most effective webpages
• Boost the performance of your sales consultants or call centre


Gunther ScherzGunther Scherz

Gunther is the Director of AVANSER, the leading call tracking technology company in Asia-Pacific. AVANSER has been awarded the Google seal of approval and is now Asia-Pacific's preferred and only official partner in the region for DoubleClick integration. Over the last 18 years, Gunther has built a successful career in strategy, marketing and sales management across a broad spectrum of businesses such as Taylor Nelson Sofres, Audi and Proton at the director level. He has also started many successful businesses and value how call tracking gives him visibility for his advertising dollars and helps improve operation efficiency.


Marketing Institute of Singapore
51 Anson Road
Singapore 079904

Tel: (65) 6327 7580