Tracking marketing effectiveness and properly allocating budgets is a growing challenge for organizations across the globe. Data management platforms (DMP) and analytics tools promised to make it easier. But with click-fraud, a fragmented ad landscape, and new tracking restrictions, it’s never been more confusing. There is, however, one digital marketing metric that always provides clarity; call tracking.
Call analytics with trackable phone numbers can be important for measuring marketing success. What if you could track them to the search phrase and location level? Well, you can!
Our call analytics platform provides a service termed Dynamic Number Insertion, often referred to as DNI. This service allows you to track each call to the unique path and source of the customer. Now you can measure the value of every search, search phrase, ad source, and call with Dynamic Number Insertion through a call analytics platform.
In the image above, we share a couple of scenarios. In one case, a consumer visits Facebook, sees your ad, clicks through to your landing page, and calls a telephone number routing into your business or contact center. The other scenario follows the customer journey when clicking on a display ad.
An effective call analytics platform provides you visibility into each stage of the customer journey. Call analytics allows you to see exactly what someone searched, where the search took them, and their actions throughout the journey.
By better understanding this information, you are able to better focus time, money, and resources. For instance, if your marketing team has been focused on creating content for a group of key phrases, yet is only able to measure the digital traffic through the customer journey, they can now track calls as well. This allows them to understand where to invest their marketing budget, yet also what content is most appealing to consumers.
Dynamic Number Insertion creates unique phone numbers for each source and search providing far more intelligence than ever before. And, pulling this information into a call analytics dashboard provides full visibility into every dollar spent on marketing.
Contact Us to learn more about using call analytics and DNI to maximize your marketing results.
about the author
Jim Barker
Chief Revenue Officer, IVR Technology Group
An avid Customer Experience Evangelist, Jim is the Chief Revenue Officer with IVR Technology Group. In this role, Jim leads the teams responsible for marketing, business development, sales, and partner growth for IVR Technology Group.
