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The Underestimated Value Of Conversational Data


24 January 2018, Danielle de La Bastide

Taking a buyer from browsing to highly engaged is the goal of most marketers out there. Increased customer engagement represents a revenue increase of 23% for a brand, but in the age of tech-savvy prospects utilising multiple channels, how do you keep them coming back?
Of course staying ahead of the technological curve is a priority, according to Marketing Tech, “a survey of Fortune 500 marketing professionals carried out by LiveWorld, 52% of respondents thought that advances in technology would allow them to engage in meaningful two-way conversations with their customers.”
However piquing the interest of a buyer is something that requires a strategy of both personalisation and modern tech, which is where the often undervalued power of conversational data comes in. Conversational data is an indicator of how a brand’s customers are engaging with a conversational interface, be it chat, text or call.

Its value lies in the fact that it analyses real-time interactions – “with conversational analytics, for example, you can single out a target demographic or user to see whether they’re talking to a bot or application, then view every step of the conversation as it’s happening,” says Chatbots Magazine. It’s a key segmentation tool, enabling a brand or marketer to understand their buyer base on an intimate level. Thanks to data pioneers like Google, any business from large enterprises to small startups can access this bounty of information, evening the commerce playing field.

The Google Analytics Shift 

By far, a leader in the data game. The platform is now integrated into more than half of the websites on earth. It’s also altered how many marketers perceive their purpose — taking them from brand developers to keen data analysts and innovators. Google has done more for the planet than just bring us the Google Doodle. It has also brought the buyer to the forefront.
Where Google Analytics particularly stands out is in its endeavours to create an omniscient view of the customer journey, providing concrete evidence of their digital path, using Analytics 360 which includes features like enterprise analytics, tagging, site optimisation, data visualisation, market research, attribution, and audience management. Google claims to consider the current multi-screen environment that both marketers and their pool face.
Check out more about Freespee’s Google Analytics integration here. 
Despite this reputation, It has been accused in the past of disregarding offline channels and providing inaccurate information that, none-the-less, marketers have come to rely upon.

“Rightly or wrongly, the startup world cares mainly about direct-response metrics — and that is reflected in the “Goals,” and “Events” triggers in Google Analytics,” wrote TechCrunch contributor Samuel Scott.
Thanks to its recent collaboration with CRM platform Salesforce, that critique is now somewhat silenced. Whether naysayers like it or not, by the end of last year, “tablets and smartphones comprised 87 percent of the globally connected device market,” meaning that to keep ahead of the pace requires an understanding of the online sphere and a greater focus on the customer’s say so, especially concerning their interactions with the brand both online and offline. Google seems to be onboard with this by coveting the data gleaned from those buyer encounters and with this partnership, there is no doubt that ‘offline’ conversational data, namely call data, is aimed to become a hot commodity.


The advent of web analytics tools like GA has arguably done more to help than hinder the ecosystem, though some would disagree with its intention. Still, the way in which we communicate continues to elevate and technology seeps into our every day. Hopefully with Google’s help, the monetary power of conversation will continue to rise in value.
Via: TechCrunch, Chatbots Magazine, Marketing Tech, City Segment

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