The national self-service auto-part retailer/recycler, with locations in 34 markets throughout US driving tens of thousands of calls per month.   With such high call volume, we recommended doing a deeper dive to into measuring the attribution against the media spend.  As the adage goes, “50% of the advertising is working.  We just don’t know what 50%.”

It was imperative to improve efficiency within their media budget the client needed a better understanding of:

  • What media drove their calls
  • Who was calling
  • When they were calling
  • Are they qualified calls


  • The campaign is aimed at lower-income consumers
  • Ethnic mix of buys are based on market population
  • The client uses the same vanity number across all markets and various platforms
  • Despite the volume of calls, there was not enough granular call data to identify market level trends


We converted two test markets from targeted reach and frequency style buys into a traditional Direct Response model.

The vanity number was replaced with unique toll free numbers on every station.

Based on call data analysis we were able to identify what stations delivered:

  • Highest call volume
  • Times of day and days of week with greatest call volume
  • Call duration that suggest more qualified calls
  • Ethnic breakout (African American, Hispanic, Anglo)
  • Conversion from call – to qualified lead – to acquisition

This data was used to eliminate poor performing stations, test new stations and enhance top performers.


Within the first 6 months of the test campaign the client is enjoying:

  • 25% reduction in their cost per call
  • 37% reduction in cost per qualified lead
  • 27% reduction in their acquisition cost