Case Study

CJ's Pay Per Call Enhances In-House Call Program & Delivers Record Success

Jan 12, 2021

An international hotel chain migrated their in-house call program to CJ's Pay Per Call solution and achieved greater quality control, streamlined management, and substantial growth.

 

Results at a Glance:

  • 22% average MOM growth in qualified calls during ramp up
  • 26% average MOM growth in publisher commissions 
  • 30% average monthly qualified call conversion rate 
  • 23% average MOM call active publisher growth
  • 29% average MOM growth in gross booking revenue

 

Background:

An international hotel chain with 4,700 properties in 100 countries and annual sales revenue of $26.1B was looking to streamline their in-house call program. Though the hotel chain’s in-house call program was successful, it required significant management and resources to maintain. Enter CJ Pay Per Call, an opportunity for the chain to add high quality publishers while creating greater efficiency.

 

Strategy: 

Guided by CJ’s expert team, the campaign achieved the client’s aggressive goal for incremental revenue in almost half the time projected and over-delivered on every benchmark. The result: a strong connection with customers on mobile and more incremental program growth than the client ever suspected possible.

Customizing Programs in Real Time
Instead of receiving spreadsheets via email once a week, CJ ensured that publishers received booking data daily, so they could continually test, adjust, monitor and optimize their programstruly customizing on the fly. Unlimited toll-free numbers made campaign testing even easier, uncovering learnings that translated to significant growth.

Harnessing the Power of Mobile
In the travel business, customers demand instant access and convenience. With 65% of its inbound calls driven by mobile, the ability to thrive on a mobile platform was absolutely critical for this client. CJ, using its expansive network of mobile publishers, helped the hotel chain optimize and convert mobile customersinstantly and efficiently through personal engagement.

Experiencing the Value of the Qualified Call
CJ encouraged the hotel chain to offer both qualified call and pay-on-booking campaigns, tracking conversions across both payout models. The result? Publishers far preferred the qualified call model. By attracting more quality publishers to the program, qualified calls drove up overall volume and delivered 96% of the bookings, debunking the myth that a qualified call is less valuable than a pay-on-booking call.

   
Pay Per Call

CJ Affiliate's Pay Per Call tracking solutions help advertisers connect with prospective customers on the phone where more complex product or service options can be discussed. Publishers earn commissions by promoting products and services through a large variety of distribution channels via unique, trackable, toll-free numbers. With a focus on call quality, we increase call center sales and deliver expanded advertising reach through both online and offline media channels on a performance basis.

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