The customer journey doesn’t necessarily start online. That’s one of the reasons why marketers strive to get a complete view of every individual journey leading to conversions.
Whether it’s sales, subscriptions, or calls, marketing experts require data to attribute every conversion to a specific marketing output. With a call intelligence solution in place, businesses can identify profitable channels, optimize their digital efforts, and refine the caller experience.
By bridging the gap between offline marketing initiatives, digital touchpoints, and inbound calls, marketers can integrate call intelligence into their digital marketing strategy.
Let’s examine in more detail why call analytics is essential to your martech stack and how it can foster business growth.
Tracking and Attribution
Today, businesses leverage numerous digital channels to reach their target audience, drive more high-quality leads, and successfully deliver content or promotional offers.
Many brands, however, struggle to properly evaluate the performance of digital ad campaigns, track web and call leads, and refine their sales funnels. One of the biggest issues is that marketers tend to overlook the importance and potential of call tracking and analytics solutions.
Companies looking to track campaign effectiveness need to attribute clicks and calls to conversions. While it’s as clear as day how to attribute clicks in the digital space, calls present more of a challenge.
With Phonexa’s call intelligence, brands can ensure attribution through dynamic number insertion (DNI). This technology helps to replace a static number on your landing page or website with unique phone numbers. This way, brands can associate individual calls with previous online activities and make offline-to-online (and vice versa) attribution possible.
Access to Caller Data
Without the right call analytics solution, creating caller profiles and capturing critical call data across multiple digital channels is impossible.
Marketers need access to caller data that includes ad exposure, demographics, product interest, caller area, length of the calls, and much more. On top of that, marketing experts can capture psychographic and conversational data that can be used to create rich caller profiles, drive the right calls, and personalize and enhance customer experience.
It’s no secret that businesses equipped with call tracking and analytics get better visibility into their customers’ journey, needs, and pain points. Access to call data also considerably simplifies targeting and segmentation. Besides, unifying these datasets is critical to getting a basic understanding of how successful your marketing programs are at the moment.
Integrating a call intelligence solution of your choice with a current martech stack is essential to the success of your digital marketing strategy. Whether your focus is on programmatic advertising or email marketing, it’s crucial to ensure data accessibility.
Syncing a call intelligence solution with your CRM, Google Analytics, or Hubspot account, for example, will help you deliver truly omnichannel experiences, increase marketing reach, and continue to cater to repeat customers.
Granular attribution for every digital channel helps businesses determine the best way to invest money and ensure extensive returns. By tracking and analyzing call volume, quality, and outcomes, marketers can discover new revenue opportunities, identify trends or blind spots, measure customer acquisition cost, and improve marketing ROI.
Ultimately, inbound calls represent a largely untapped source of customer insights and an opportunity for digital marketers to significantly impact their bottom line.