If all this buzz about Call Tracking, Call Metrics, Call Analytics, etc. gets you confused, you are not alone. As with any other emerging technology, the terminology for Call Tracking is constantly developing.
Freespee focuses on helping our partners to track, prove and monetize the phone call traffic through various advertising channels. As the European leader in the industry (18 000+ advertisers trust us to power their inbound call marketing) we are trying to find the right words to describe what we do, in order to make it clear to everybody.
So here we go, definitions:
Call Tracking – Measuring inbound phone call traffic from various sources
- This is the most widely used term to describe, how many phone calls an online or print listing, campaign or website generates – or from the advertisers’ point of view, answer the question: Where do the calls come from?
- When Freespee talks about Call Tracking, in the same breath we always remind people that this has actually existed for a long time – however, a modern Call Tracking platform is cloud-based and allows real-time number allocation and provisioning, operator-grade call mediation and connectivity, as well as a full API to integrate with various content and ad-management systems, marketing performance dashboards, and CRM software.
Call Metrics – Call statistics from a single source
- Typical statistics include total number of calls (by hour of the day, day of the week), average call length and the ratio of answered/missed calls.
- A term made popular by Google with their launch of AdWords Call Metrics in November 2010 – allowing advertisers to get statistics on how many phone calls an AdWords ad unit generates.
Call Analytics – Complete picture of call traffic
- Call Analytics is less common term, as it has a different meaning in the call center and telecom industries. In inbound call marketing, what we mean by Call Analytics is that it’s like web analytics but for calls. This includes tracking calls from multiple sources, advanced call metrics and phone leads information – such as measuring the number of unique callers, their geographical origin, displaying the phone numbers of the callers, analyzing the phone lead quality and identifying answering patterns to increase sales conversion rates.
- In call center business Call Analytics can also mean recording of calls, and the analysis of voice data itself – either by automatic transcriptions or manually listening – to find out qualitative information such as inquiry details or consumer sentiments. We are seeing this type of analysis coming to cloud-based platforms as well.
Now, what does the big picture look like, and what does the Freespee platform offer?
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