Seven Ways To Apply Speech Analytics In Marketing
In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing…
Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create more targeted ad serving. In addition, the rise of chatbots has not only helped businesses improve their customer service support, but combined with speech analytics, it can also contribute to the reduction of a company’s operational costs.
The following are seven ways using speech analytics can boost a businesses marketing efforts.
1. Chatbots
Chatbots have become a useful and cost-effective customer service tool. As businesses look to improve the customer experience, chatbots can play a complementary role to traditional support services such as phone, email and website FAQs.
When applying speech analytics, call transcripts are analysed for specific keywords and phrases spoken. These keywords can be used to group calls into different categories, such as sales, billing/accounts and support/service.
The speech analytics data can then be ingested into the chatbot AI, where the information gained in calls can be used to identify the type of chatbot enquiry, so answers can be retrieved sooner as well as accurately answering the questions by using elements of call transcripts
As chatbots become more sophisticated and able to answer enquiries faster and more accurately, they can potentially be used to replace call agents and chat agents, reducing labour costs.
2. Personalisation
Digital marketing has allowed marketers to create more personalised campaigns. A recent survey from personalisation software provider Evergage found that 88 per cent of marketers reported improvements in results from personalisation, with 63 per cent seeing increased conversion rates from personalisation efforts.
Typically, personalisation works by using the web user’s online experience to serve them personalised content the next time they visit. Speech analytics can enhance this personalised experience by pushing data captured in a phone call – what product or service the caller actually spoke about – into a personalisation platform. The information can then be used to further personalise the digital experience.
3. Targeted ad serving
Speech analytics data, including keywords and call categories, can be pushed into a bid management platform to serve ads specifically based on the content of the call.
By knowing specifically what the call was about – beyond just the landing page, referral URL and keyword – more targeted ads can be served, improving ad effectiveness.
4. Ad serving on social
When a call is made to a company using speech analytics and call tracking technology, the caller’s phone number is captured.
Ad serving platforms can then use the captured phone number to serve ads on social media platforms, such as Facebook, where the caller’s number is displayed.
Speech analytics takes this further by combining data captured on the call – such as keywords and phrases spoken – with the captured phone numbers. This means the caller can have targeted ads served on their social platforms about what specifically was mentioned in their phone call, making the ads even more personal.
5. Personal identifier information
Personal Identifier Information (PII) is used to identify individual callers. In most cases, the phone number, email address or both are identified. Speech analytics enhances this by combining the PII information with data from call transcripts, specifically around what the caller wanted.
This data can be ingested into bid management and ad serving platforms to run highly targeted ads at the callers.
6. Lead scoring
Lead scoring can help sales teams identify which leads are most likely to purchase so they can focus on leads which are more likely to convert into a sale. Scoring is based on a predetermined criteria set around activities and interactions the user has with a company, such as opening an email or visiting a webpage.
By using the data from a phone call, a lead score can be updated based on a consumer’s likely intent to purchase, which can be obtained from the keywords used.
Hence, when mixing in speech analytics, a lead score can be more accurate and targeted as it is based on the conversation as well as web interactions.
7. CRM Integration
Speech analytics data, including the top 20 keywords and call categories can be pushed into CRM systems.
This data can then be used by sales agents to identify what was discussed on previous calls to help personalise future conversations.
Call centre managers can also use the data to see what agents have had the most sales calls so they can see if agents are converting sales intern calls into actual sales.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.