How to Improve Marketing Efficiency Using Call Tracking and Conversational Analytics

min read
How to Improve Marketing Efficiency Using Call Tracking and Conversational Analytics

The current environment has put pressure on marketers, as their job descriptions have expanded and become more complex. Marketing must be executed and adapted to current events in real-time. Customers need more support than ever and marketers are responsible for both serving customers and improving the efficiency of their work. Given the countless data sources available, it’s important to hone in on the data that will drive results and efficiencies for your business and its unique needs.

We’ve spoken with customers in healthcare, insurance, home services, and performance marketing about how they are adapting during the current outbreak. One theme that we found across all of these industries is the importance of understanding customer needs and delivering great customer experience.

Customer insights discovered through call tracking and conversational analytics can help marketers improve the customer experience while increasing spend efficiency.

Learn how call tracking works with the Call Tracking Study Guide for Marketers

Below are real-world examples of marketers using call tracking to improve the customer experience while reducing marketing spend through increased marketing efficiency.

eHealth: Achieving $3M in Cost Savings and Creating a Seamless Customer Experience

Choosing healthcare can be an incredibly complex process that is fraught with risks. The mission at eHealth is to change this and make it as easy as possible for people to choose the right health insurance policy.

In order to provide the best possible customer experience and optimize marketing efficiency, eHealth had a lot of dots to connect in a customer journey that frequently twists and turns from online to offline and back again.

eHealth implemented Invoca and integrated it with Adobe Analytics to connect the dots between marketing and demand generation efforts and website and phone experiences. The result is a more complete, effective view into customers’ experiences for use throughout the organization across marketing, product, and sales. Through call tracking and conversational analytics, eHealth achieved $3 million in cost savings.

Ai Media Group: Decreased Cost Per Lead 150% with Call Tracking

Ai Media Group is a digital marketing agency that specializes in defining, managing, and executing online marketing strategies for brands. When it signed a new financial services client, 1st Franklin Financial, that has hundreds of physical locations, Ai Media found that the call tracking solution they were using at the time could not provide the keyword-level attribution for phone calls that they needed and it did not work well with customers that have hundreds of locations and phone numbers.

“We had very little experience in digital marketing, so from the client perspective, all of this really blew our minds,” said Mary Roberts, senior director of marketing at 1st Franklin. “We were turning on the online channel for the first time and clearly underestimated what we were going to get out of it.” Using Invoca, Ai Media and 1st Franklin exceeded their campaign goals by 45% out of the gate. They were also able to lower their cost per lead by 150%. “It is very new and exciting to have tangible results to show to the branches and to deliver new leads while learning about who they are.”

Clutter: A More Effective Data-Driven Approach to A/B Testing

Clutter’s decision to implement Invoca opened the door to a new level of A/B testing of its marketing campaigns. Liora Simozar, senior product manager at Clutter, explains, “Before we built our A/B testing platform in-house, we were relying on our landing page provider to run that testing for us. But they didn’t have the call-level data that we had. So, our platform was in one place, and our call center was in another. Invoca allows us to bridge the two, taking the variant data from our landing page provider and passing it on to our call center.”

Using Invoca, Clutter’s marketing team can see exactly which variant brought in a customer. They can also look at repeat visitors over time to understand the performance of different variants. “We even did an extreme take where we got rid of our lead conversion form and tried a variant with just phone calls,” said Simozar. “If it wasn’t for Invoca, we would never have known if a caller was coming from the variant with or without the lead form. We would have been unable to evaluate which variant was most successful.” Invoca allows Clutter’s marketing team to drill down on per-user insights so they can see which variant a user was in, how many tests they were in, and how they engaged during each test so they can precisely optimize their marketing and landing pages.

Clearlink: Reducing Call Center Costs

It may at first seem counterintuitive to reduce the volume of calls you are getting, but if your marketing dollars are driving service calls instead of sales calls, there’s a problem. Clearlink provides a performance-based customer acquisition business model, which means it’s paid based on results generated for clients. It also runs call center operations for brands, so it has a vested interest in turning the call center traffic into paying customers as efficiently as possible.  

Since implementing Invoca, Clearlink has achieved its goal of reducing overall customer call volume by over 20 percent. “We use call tracking through Invoca to A/B test different variations of customer service content on our customers’ websites,” said Adrian Lazo, executive vice president of marketing at Clearlink. “The success metric we use is a satisfied customer who doesn’t need to call in to talk to a live representative.”

Clearlink not only found efficiencies through improved customer experience and reduced call volume, they were also able to use Invoca to crack down on time-wasting spam calls. Using Invoca, they can authenticate real callers and identify and block spam calls. This means the call center team can avoid dealing with fraudulent calls and focus more on converting qualified leads into paying customers.

University Hospitals: Reallocating Employee Time Spent Listening to Call Recordings

University Hospitals uses Invoca’s Signal AI solution to classify calls, which means its 12-person team that used to handle the process manually can focus more time on other value-adding initiatives. “We’ve been able to save 40 hours a week in total for all of those employees,” said Noah Brooks, manager of analytics and strategy at University Hospitals. “They’re now focusing on optimizing their marketing campaigns, developing new creative, and testing new things.” “Invoca has really changed our marketing group, he added. “Instead of being order-takers, we can now develop our strategy and proactively look forward.”

YDesign: Eliminating Wasted Ad Spend

The market for home furnishings is incredibly competitive, making it vital for YDesign to have a rock-solid paid search strategy. Jesse Teske, senior manager or web analytics and SEO, is focused on providing the insights to make data driven decisions and optimize ad spend.

Through the use of Invoca, Jesse and the YDesign marketing team have been able to solve the problem of wasted ad spend. Historically, they thought that certain keywords and campaigns were driving phone orders. Jesse commented, “With invoca we could tell that these keywords were driving customer service calls, and we were able to remove those keywords from our bidding strategy.” This allowed YDesign to reallocate their search spend to keywords driving purchases, improving ROI and enabling a more efficient use of their budget for acquisition channels like paid search.

Hopefully these were inspiring examples of how marketers are using call tracking to improve customer experience and create efficiencies specific to their business. There are countless ways that call tracking and conversational analytics can be applied to remove silos, improve the customer experience, and increase marketing efficiency. For more innovative use cases of Invoca, check out our resources page.

Invoca call tracking study guide all about how call tracking and analytics works
Subscribe to the Invoca Blog

Get the secrets of call tracking & conversational analytics delivered to your inbox.

Secrets of call tracking & conversational analytics delivered to your inbox.