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Call Tracking: A Key Component in Campaign Marketing Analytics

May 11, 2016
Aaron Polmeer

By Today’s Industry Insider


It almost goes without saying that analytics are crucial to developing successful online marketing campaigns. You know all about Kissmetrics, Google Analytics, Google AdWords and everything in between. But even if you’re already tracking all of your online activity, you may still not have a full grasp of lead and conversion data unless you’re also tracking phone calls.

Phone call tracking is the missing piece of the marketing analytics puzzle, allowing marketers to alleviate attribution blind spots and better understand their audience by analyzing which digital and offline marketing tactics are causing customers to pick up the phone and call. By integrating call tracking software, you’ll be able to get a 360-degree view of customer behavior and gain a better sense of how to effectively reach your core audience.

How Call Recording Can Help You Get to Know Your Customer

It’s true that you may already have a decent idea of who your customer is. However, call tracking can offer you additional powerful insights and information on your customer base, allowing you to understand your target audience like never before.

It’s pretty straightforward, but the first and most obvious benefit of call tracking is the ability to listen to your customer firsthand. By recording phone calls, you’re able to determine how effective your customer service is and identify where you could use some improvement, all with the ultimate goal of boosting customer satisfaction and conversion rates. You’ll also be able to better qualify leads and determine which callers require more attention in order to turn them into loyal customers.

In addition, call recording allows you to listen in on your employees and their interactions with leads and customers. By honing in on your sales team’s conversations with callers, you’ll be able to better analyze their tactics and identify areas that require attention to increase conversion rates.

Finally, call recording allows you to get a better idea of where to spend your efforts, whether that’s on your staff, your marketing assets or your product development. Whatever the case may be, recording phone calls can help businesses exceed their own expectations and achieve success.

When Call Tracking Isn’t Best For Your Company

Is there any instance where call recording isn’t beneficial to a business? It’s tough to say, but for smaller businesses just starting out, they may not have the budget or time to implement call recording quite yet. Also digital businesses that primarily rely on the Web for customer conversion and service may not see a great benefit. In all of these cases, free tools such as Google Analytics and AdWords may make more sense before diving into all the features of call analytics software.

Call Tracking and Marketing Campaigns

Beyond call recording, call tracking software offers a variety of impressive features that can give you a clearer picture of the overall success of your marketing strategy. Among these include keyword level tracking, campaign level tracking and multi-channel attribution tracking. These features allow you to examine and analyze each of your campaigns with unparalleled precision in order to see …read more

Source:: Kiss Metrics Blog