5 Things To Look For When Buying Call Tracking

min read
5 Things To Look For When Buying Call Tracking

Business happens on the phone.

The marketers that know this are turning to call intelligence solutions to bring attribution, analytics, and automation (all the tools already available for digital interactions!) to their inbound calls. The ultimate goal -- drive more of these valuable conversations.

Not every marketing team or agency will use call intelligence in the same way. The features you need and the data you want to capture depends on your business model, marketing goals, call volume, and other unique factors. But there is a set of core functionality everyone needs to drive revenue and make the solution worth the investment.

Don’t go any further with a call intelligence solution that doesn’t have these five core features.

1. Dynamic, Session-Based Call Tracking

You expect granular data about what’s working and what’s not. This should be true whether you’re talking about “click” performance or “call” performance.

Any search marketer worth his salt can tell you how well each keyword performs. He knows how effective it is in terms of impressions, click-through-rate, cost, and conversions. The same level of visibility should be required for call intelligence.

The problem is that up until recently, call tracking was lagging far behind digital analytics. Marketers were forced to apply one unique number per marketing channel, or per campaign -- if they had the resources that is. With this method it's impossible to manage enough unique phone numbers to get keyword ­level attribution.

Dynamic, session-based call tracking eliminates the challenge by taking the burden of number management away from the marketer. You simply place a piece of javascript on any website or landing page where you want a phone number to appear. The technology takes care of the rest.

Every single keyword, asset, or campaign will have its own unique number, and when associated with the consumer’s session, will provide the level of granular attribution necessary for a modern marketer. To sum it up, dynamic-session based call tracking captures all the online activity that leads up to a phone call.

2. Cross-­Device Journey Mapping

Today’s consumers bounce from digital channels to offline interactions in a mere seconds. The challenge is connecting the dots across these paths.

A modern call intelligence platform should have the ability to tap into other systems that track the digital journey (for example a cookie trail left by Marketo) to continue tracking that journey as the consumer leaves the digital world and moves to the phone, and then to report back on the full path at the conclusion of the journey.

A phone call is just one stop on the customer’s journey. Valuable call intelligence will put calls into the big picture so you better understand your customers and the touchpoints they encounter on the path to purchase over days and even months.

3. Conversation Analytics

Call intelligence technology doesn’t stop once a call is placed. There’s a vast source of information available during the conversation which is where conversation analytics kicks in. Think about the insights you could capture in each call:

  • Was a competitor mentioned?
  • Did a sale occur?
  • How effective is your sales messaging?
  • Was there a missed opportunity?
  • Are there common customer interests or concerns?

By scanning for key phrases said during a call, this feature tells you just about anything you want to extract from a call in a completely automated and scalable way. This empowers you to gauge the actual value of each phone call and gives you actionable data based on what your customers are actually saying.

4. Ecosystem Integration

Call intelligence cannot exist in a vacuum. This data should help inform the other systems a marketer uses every day. For example:

  • A Salesforce CRM user would want to connect call data directly to revenue associated with opportunities to achieve closed-loop attribution.
  • A bid management user needs to be able to automatically raise or lower keyword bids based on call conversion data.
  • A re­marketer needs to know that the web ­visitor didn’t abandon the shopping cart or form but rather converted over the phone.

The easier it is for a call intelligence platform to integrate with a wide variety of marketing and sales technologies, the more value you will get.

5. Access to Distribution Partners Who Can Drive More Calls

The final must-­have capability for a call intelligence platform is the ability to drive additional inbound calls through third party partners. This feature alone has the capacity to drive incremental revenue. Immediately.

There is a universe of agencies, publishers, and affiliate marketers who can help a brand scale its inbound phone lead flow. You need a call intelligence platform that allows you to easily tap into and manage new distribution partners. When this ecosystem is pre­-integrated with the call analytics platform, marketers can easily open up this channel and remain confident that it is performing.

Wrap Up

So before you go down the rabbit hole of comparing vendors, features and prices make sure you are looking at call intelligence with:

1. Dynamic, Session ­Based Phone Numbers

2. Cross-­Device Journey Mapping

3. Conversation Analytics

4. Ecosystem Integration

5. Access to Distribution Partners

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With these features, your call intelligence will have a positive impact on the bottom line. If you want to learn how industry leaders are succeeding with call intelligence, download your copy of the 2015 Call Intelligence Industry Benchmark.

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