When a potential guest visits your website, chances are you won’t be able to identify them. If they fill out a form or make a reservation online, you can capture their information and connect the revenue to your marketing campaigns. If this anonymous visitor calls instead — which they often do — you’ll lose track of the guest journey and your ability to attribute revenue to your marketing efforts.
But it doesn’t have to be this way. Here’s how you can connect every call that hits your contact center from your website (or any other channel) to the caller and the revenue the channel drives.
Some hospitality marketers use workarounds to try to get attribution for phone calls. Some use the old “how did you hear about us” technique, but nobody is going to tell you “I found you in the Google organic search results, then clicked your ad on Facebook, and then I called the number on your website!” Even if they tell you part of the story, it will be inaccurate.
Others use PPC or search ads to draw customers to their website, and each page has a unique code that the contact center must ask the customer for to help track performance. First, this is a bad experience for your customers — they don’t care about helping you with your marketing, they just want to book their trip or get their questions answered. Second, you’re relying on both the customer and the contact center agent to relay and record the proper information. It’s literally a game of telephone and is likely to be inaccurate.
Some hospitality marketers are a bit more high-tech about trying to get attribution for calls, and they count calls from ads, search, and their websites by assigning unique phone numbers to each channel. When you’re just counting calls, though, you have no idea what the outcome is. This means you’re counting a bunch of calls as conversions that never booked with you, which significantly skews your ROAS and CPA calculations.
You don’t have to live with kludgy workarounds to track the conversions your marketing campaigns and website visits drive. Using a conversation intelligence AI platform like Invoca, you can automatically determine the outcome of every call from every channel and accurately attribute the revenue they drive. Here’s how it works.
Calls are the most valuable leads for travel and hospitality marketers, but they can also be the most difficult for you to manage and optimize. Tracking every call is key, but it’s not enough to know the volume of calls from search and digital marketing — you need to know the value and outcome.
Signal AI Studio is a revolutionary leap forward for call tracking and a game-changer for hospitality marketers using search and digital advertising to drive phone leads. It makes it easy to create custom AI models to detect the insights from phone conversations you need to fuel breakthrough search, digital marketing, and website optimizations.
Custom AI models from Signal AI Studio can accurately detect virtually any insight or topic from conversations, including:
Not only do you get the outcome of every call with conversation intelligence AI, you get attribution for the channel that drove it.
Ad platforms like Google Ads, Bing, and others don’t provide accurate data on phone call conversions natively the way they do for online conversions. Even when guest leads call directly from your website, you may not be getting accurate attribution data and likely have to do manual work to attribute the revenue.
Invoca provides a complete solution for attributing and analyzing phone call conversions from ad platforms, your website, and virtually any other marketing channel, making it easy for you to get the right data on calls in your ad platform accounts and CRM. Invoca provides:
When you drive conversions over the phone, you need to accurately measure them and attribute them to your ad spend. With Invoca’s AI, you get full visibility into all of the conversions that are happening on the phone so you can accurately measure your acquisition costs and optimize your campaigns to drive more leads. If you can’t accurately account for all the conversions that are happening on the phone, you’re vastly overestimaing your CPA and underestimating your ROAS.
Here’s how that looks:
Armed with true attribution, you can account for conversions that come from online clicks and offline calls to make data-driven optimization decisions that reduce your overall CPA and boost your ROAS. Better yet, by sending conversion data from customer conversations directly to your ad platforms, you can accurately target high-value guests and the most effective campaigns, ads, and keywords to increase your conversion rates.
With insight into all of the calls your marketing drives to the contact center, you can improve your website experience to drive more online conversions and make sure the highest-value guests get great service from the contact center.
Invoca conversation intelligence can help you understand digital abandonment by tying conversations to individual web sessions to identify exact points where guests exit digital and reach out for human assistance. When you know exactly where they drop out of the digital experience and call, you can then tune the experience to make it easier to complete the reservation online or get them quickly connected with the right contact center representative when it’s most likely to be needed.
Of course, sometimes your intentions are correct but stuff just breaks. By utilizing integrations with digital experience analytics tools like FullStory and Decibel, you can discover exactly where customers encountering frustrating or broken eCommerce flows on your website like an “add to cart” button that doesn’t work, incomplete forms, or CTAs that are hard to find on the page.
If you make sales over the phone, you need conversation data to properly personalize customer experiences. Through technology like Invoca Signal AI, you can automatically detect the outcome of phone calls and enrich your customer profiles with their purchase history and other information. Using integrations with CDP platforms like Tealium AudienceStream you can unify online customer data and Invoca offline call data to enhance and personalize the customer experience. This data can also be flowed into CRMs like Salesforce to complete your customer profiles.
With Invoca conversation intelligence, you can finally connect online and phone call data to drive more revenue from every channel and provide the best guest experience from the first click to the moment they arrive.
Learn more about Invoca conversation intelligence for travel and hospitality here.