Call Analytics have come a long way since marketers first began counting calls. Early on, call tracking provided insights into which ads were getting responses, whether they were displayed on billboards, in direct mail or on websites. With this attribution, marketers can quantify the leads they drive and optimize for higher performing media and channels. These actions can help lower the cost per lead or acquisition and boost the business’s bottom line.
Things changed rapidly with the rise of smartphones, as call extensions and click-to-call numbers in digital media quickly became a favorite tactic. But digital marketing and the multitude of channels available can be a challenge to keep with, and marketers and Call Analytic providers had to keep pace. In fact, tracking numbers can be assigned to any source, but more importantly for the digital marketer, they can be assigned to every keyword. For businesses with large digital media programs and omnichannel campaigns, this a great tool in quickly learning what works. Call Analytics providers with robust integrations can deliver the data directly into a marketer’s bid management platform so they can optimize their keyword strategy in real time.
But understanding how to drive calls to your business is only part of the journey. What happens when the caller connects with your business? Understanding why some callers convert to customers and others do not has plagued marketers for years. To gain these needed insights, businesses have turned to secret shopper programs where an employee calls the business pretending to be a customer, and call sampling, listening to set of recorded calls answered by different agents to gauge call handling performance. The downside of both these methods is they don’t scale cost-effectively.
Enter artificial intelligence (AI). With advances in natural language processing and machine learning, all inbound calls can be analyzed in very near real time. This is exciting for marketers because Conversation Analytics can be analyzed for actionable insights that were currently unattainable. For instance, marketers can learn caller sentiment, why an opportunity was won or lost, how each agent performs, and much more. Transcripts can be captured in near real time; if a deep dive into a call is required, the information is readily available. Trends can be seen that weren’t visible with earlier technologies.
Whether you’re looking for call tracking for channel attribution, bid management optimization or to better understand your customers and improve their experience, Call Analytics can provide the insights you need to solve your marketing challenges.