In this guest post, CEO of call tracking firm Delacon, Michael Center (pictured below), says marketers are quick to monetise their digital data, but are missing a real opportunity with data from in-bound calls…
Marketers and agency executives, imagine this scenario. You have just begun a new paid search campaign promoting your business. The aim of the campaign is to generate either online leads through a web form on your site or generate phone calls to your in-bound sales team.
After one month you can see that three of your Google Ads have generated 100 online leads and 20 sales worth $200 each. The other ads have only generated 10 sales worth $50 each. Using this data, you decide to optimise your online campaigns, focusing on the ads which generated leads and sales for your business and cutting ads which weren’t.
Another month goes by and the ads have generated an additional 100 online leads, but overall leads and sales have dropped and you can’t figure out why.
After investigating you realise that phone traffic into your business seems to have dropped. You don’t have an accurate way of recording this data, but you know anecdotally from your phone staff that the number of phone calls has dropped in the past month.
Suddenly it dawns on you – the other ads, which were generating only a handful of online leads had actually generated 25 phone leads. Those 25 phone leads turned into 10 $1,000 sales, giving a total value of $10,000, compared to the $4,500 of sales from online leads. Without even realising it, your phone leads were actually generating you more revenue than your online leads, at a cheaper cost per acquisition (CPA).
This scenario is one that is very common to small, medium and large businesses and agencies alike across Australia. While tracking online activity is seen as the bread and butter of any business with an online or digital presence, phone call analytics is still seen as somewhat of a challenge to most businesses and something which is often overlooked by those spending the marketing dollar.
The consequences of not tracking this key piece of data is marketers will be trying to make decisions around their marketing spend without having the full picture. Call tracking technology can offer insights into what happens before, during and after a phone call is made to the business.
Furthermore, a good call tracking provider will have their solution integrated into a number of analytics, tag management, ad management, CRMs and optimisation platforms so the call tracking data can be seamlessly analysed and used by those platforms.
With all the pieces of the data puzzle, marketers can make better and more informed decisions about the campaigns which are performing and those which aren’t and optimise their marketing budgets accordingly.