Call Analytics explained
Marketers need data to understand and improve the performance of their initiatives. So while digital tactics typically come with metrics included, offline tactics such as phone calls and texts, are measured with Call (or Conversation) Analytics. For instance, conversation data can help a marketer learn which channel drives the most calls and the highest-quality calls, which are not always the same.
When customers begin their research online, the next step is often a phone call for more personalized information. Because call outcomes don’t show in digital metric platforms, there can be a blind spot into the customer journey as a result. Call Analytics are key metrics from phone calls that can shed light on this blind spot.
Calls can be analyzed individually when you want to understand what happened on a particular call. Or they can be reviewed collectively when you want to learn the sources of your calls and how calls impact your business. Because calls are inevitably part of the path to purchase for considered products and services, savvy marketers use this first-party data shared by potential customers to optimize their marketing.
The importance of marketing attribution
Call Analytics measures marketing performance related to driving phone calls. As a marketer, you gain attribution. By attributing inbound calls to your program, you get visibility into your marketing success. By understanding which channels perform, you can refine your marketing mix, improve your return on ad spend and get credit for the leads you are generating.