Sometimes the best way to explain a new technology is to create a fancy new term. Yeah, nobody loves buzzwords, but it’s a lot easier to say “marketing automation” than refer to a “technology to manage and automate the process of converting prospects to buyers.”
Today I want to break down and explore the meaning of call tracking and analytics. For marketers in industries that depend on phone calls, call tracking and analytics provide marketing intelligence from calls, and that's critical ingredient to increasing revenue.
To sum it up, call tracking and analytics provides digital marketers the data and tools to:
- Optimize marketing performance
- Personalize the caller experience
- Enhance the entire customer journey
- Expand audience reach
How does Invoca help you do all that? Keep reading to learn more.
1. Optimize marketing performance
One of the main use cases for call tracking platforms is optimizing your campaign performance. Basic call tracking systems log the marketing source of the call, much like last-click attribution for digital engagement. They can track the ad or campaign that referred the call, but not much else.
AI-powered call tracking solutions like Invoca give you much more visibility by capturing:
- Granular multi-touch attribution
- Call outcomes
- Demographic data and caller insights
You can use this data to optimize campaigns and media spend to drive the types of calls you want. By integrating call intelligence data with your other marketing systems, you can apply it across channels to optimize just about every aspect of your marketing. Optimize landing pages and messaging, improve audience segmentation and targeting, and allocate your media spend more wisely.
For example, if you’re a paid search marketer you may already be tracking calls as conversions. But counting calls isn’t enough. You need to know if those calls resulted in sales to make the most effective keyword bids possible. Otherwise, you may be increasing bids on keywords that drive customer service calls instead of customer acquisition calls.
2. Personalize the caller experience
Invoca provides a lot more than visibility and data. It gives you the tools to automate and personalize the caller experience. With it, you can qualify and route calls based on custom rules and logic based on factors like:
- Time of call
- Marketing campaign
- Product interest
- Landing page
- New versus repeat call
Optimizing the caller experience ensures call center agents are focusing on the right calls. You can also pass caller insights to agents to arm them with information they need to deliver a relevant and personalized experience.
3. Enhance the entire customer journey
The customer journey doesn’t end after a phone call. You can use call tracking and analytics to enhance the rest of their customer journey. Each phone call provides tons of new data about a caller including demographic data, details about their journey, product interest, buying stage, and more. Use that data to send personalized follow-up messaged through emails, retargeting ads, personalized web experiences, and more.
For example, after a call ends you can sync the data with your email system to to trigger an automated email with an upsell or cross-sell offer. Applying data from calls to the rest of the customer journey helps you deliver a consistent experience that drives more revenue.
4. Expand audience reach
Call tracking can also be used with your other marketing tools to expand reach and target likely buyers. By integrating Invoca with platforms like Facebook or Adobe Experience Cloud, you can use lookalike modeling to expand their reach to new audiences that resemble the customers who called and converted.
Knowing that a phone call occurred is half the battle. With the right call tracking platform, you can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. You can put this data to work by automating the ideal customer experience before, during and after each call.
To learn more about how Invoca's AI-powered call tracking and analytics can empower your marketing, request a demo.