Call tracking reporting helps prove the momentum of campaigns. There are multiple metrics used to pursue a strategy and close the gap between marketing and sales. According to McKinsey, “customer data must be considered strategic.” What would these call tracking reports look like? When reviewing the ROI of a campaign using calls, there are a few factors to consider.
Did you meet your goals?
Before any campaign launch, strategic goals are set based on KPIs such as; social media impressions, virality, customer satisfaction, mentions and conversions. Determining the source of these measurements and metrics is achieved by following their impact from the beginning of the campaign until the end.
Leads per channel
There are multiple ways to capture leads in this day and age. Proving overall campaign success accurately means accounting for as many as possible. Channels to consider with call tracking mostly fall under the digital category or any location a dynamic or static number can be placed. These include mobile advertising, email, desktop app, Facebook, PPC, print ad, TV advert, etc.
Nurturing brand new leads and gaining new customers is an easy way to achieve short-term goals. Both customer retention and acquisition is important to the growth of any business but, showing the increase in customer acquisition based on a campaign is a great indicator of exactly where you are going as a brand.
Calls are a useful way to capture this data. It’s already proven how important calls are to customer acquisition – more and more customers are calling thanks to smartphones. Google Think found that a “majority of respondents would call instead of reach out online because they’re looking to get a quick answer (59%) or talk to a real person (57%).”
With this in mind, building a report that helps close the marketing and sales gap while also proving the value of every campaign is down to managing your data in real time, leaving no stone unturned. Reporting should be a well used muscle that constantly informs the communication strategy and creates natural brand evolution.