When forming your marketing strategies, every decision can have a major impact on your overall marketing success and Return on Investment (ROI).
Therefore, it’s important that every decision is backed with accurate, meaningful data. So how do you obtain this?
The answer is by using expert analytics tools for marketing. One particular analytics tool that can be a powerful component in your marketing efforts is call tracking.
By leveraging call tracking alongside other analytics tools, businesses can gain deep insights into campaign effectiveness, customer behaviours, and many more aspects to ultimately create more informed decision-making.
Read on to learn how this can be done…
How does call tracking software work?
Call tracking is an expert marketing analytics tool that lets you measure the effectiveness of marketing campaigns by assigning unique phone numbers to different channels and activities.
This enables businesses to track which campaigns are driving phone calls, allowing for a clearer understanding of which marketing efforts are generating leads and conversions.
The software can pinpoint every touchpoint a specific customer interacted with before, during, and after their call, for an in-depth analysis of the customer journey.
There are then several reports and insights provided by the platform to further dissect your marketing campaigns on a granular level – including things like the average time to conversion, the keywords used for paid ads, and the visitor-to-call ratio.
What benefits does call tracking provide for decision-making?
This marketing analytics tool provides a wide range of benefits for your business when it comes to decision-making:
- More accurate data
The more accurate the data is on your marketing efforts, the more effectively you can implement the right strategies to optimise performance.
Call tracking provides clear visibility on how each area of your marketing is driving leads and sales, whether this is your online or offline campaigns.
Gain detailed reports on how marketing channels such as social media, search engine optimization (SEO), and pay-per-click (PPC) are drawing in leads, but also traditional marketing like billboards and leaflets.
This way, you’ll have a complete overview of your marketing performance from one central platform, and know exactly where, when, and how you need to adjust your marketing efforts to increase leads and sales.
- Speech analytics
Call tracking goes beyond simply tracking the source of phone calls and offers a wealth of additional features like speech analytics.
This feature allows you to review and analyse customer call conversations by transcribing the interactions and identifying important keywords mentioned in the conversations.
With this feature you’ll have clear insights into customer behaviour, seeing things such as the purpose of every call, the main enquiries made, and the satisfaction of the customer when the call ends.
This can help you direct your decisions when it comes to improving customer communication and also developing more targeted ads to address common pain points and enquiries.
- Insights in real-time
Customer behaviours are constantly changing, and things like trends or the implementation of new campaigns can heavily affect the performance of your overall marketing efforts.
Therefore, you need to use call tracking’s real-time data to make sure that recent reports are guiding your decision making, to stay as closely aligned with these fluctuating factors as possible.
As you see the value of campaigns changing – such as the number of conversions or website visits generated for example – you can adjust your strategies and resourcing accordingly.
This way, whilst the rest of the industry may be trying to keep up with changing behaviours, your business will be ahead of the game.
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Ultimately, the goal of marketing analytics tools like call tracking is to allow businesses to make data-driven decisions that drive growth and profitability.
Call tracking helps bring certainty and evidence back into every decision, so you’re more aware of how your marketing is performing, where you need to make adjustments, and what impact these alterations will have.
