In an age where we speak to AI systems called Alexa and Siri, the expectation is that this kind of process will transfer to consumer service.
Instead, calls are the new frontier in consumer communication. Why? Because humans still want to talk to other humans, especially when there’s a high-value purchase involved. Advertising and marketing firm, BIA/Kelsey “projects 169 billion mobile calls to businesses by 2020, driven by smartphone penetration, high commercial intent, and the natural handoff between mobile engagement and phone calls (i.e., Google “call” buttons).”
With the knowledge that the future shows a large amount calls arriving from multiple sources and digital ad spend increasing annually, brands need to find a new way to measure this influx of call data to fully optimise ROI and better understand exactly which touchpoint is generating the most revenue.
Call tracking contains an array of measurements that can help paint a complete picture for marketing teams and tackle the data coming their way, here are a few that deliver.
Session level tracking is broader and uses paid search keywords to collect data during a 1 to 12-hour session. From there a dynamic number will be assigned to one session, any calls made during the session will be attributed to the keyword source.
Why is it useful?
For large companies that run multiple ad campaigns at the same time and have busy call centres, session level tracking makes it easy to target and prioritise audiences while also collecting information on where they arrived from.
One prospect/user can arrive at multiple destinations before picking up the phone and in order to build an accurate customer journey and digital profile, you’ll need to collect as much data on one subject as possible. Each user is given a unique ID upon entering a specific website and with that, it is easy to collect data via; acquisition channel, sessions, user journey and revenue generated. When they return to the website, the exact number appears for them again. It helps build an entire customer history.
Why is it useful?
User level tracking is revolutionary. It allows sales and marketing teams to better understand their customer base individually – as in they are able to establish relevant conversations and an environment of personalisation based on a single user’s experience.