The Underestimated Value Of Conversational Data

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

Pay Per Lead (PPC) in the UK

After a 3 hours meeting with one of the most successful search engines for real estate in the UK, I realize that UK is the European answer to US in terms of performance based marketing.
The performance based business model is not just a word everyone is talking about, it is also implemented in daily business transactions. In addition, the UK market has already tried advertising setups with no phone numbers, hence 100% focus in driving traffic from the Advert to the advertiser web site or on online form for requesting a proposal. The reason behind this setup has been the inability to trace phone calls.
What happened?
Consumers didn’t appreciate it. Our statistics  show that up to 50% of the visitors of a vertical search engine service wants to contact the advertiser for a voice conversation. All efforts to make this complicated, drives down the value of the service.
Ironically, the average sales conversion rate for an inbound call is 60-70% in most industries. Average sales conversion rate for a click through is 1-2% in most industries. Hence, the value of the call is up to 30 times higher than the value of a click.
In UK, online business has understood this and are now looking for the best tech companies that can help them monetize on generated voice contact leads.
For this reason they contacted Freespee. With traditional display numbers, there is no business case in tracing traffic for an Advert with less than 5-10 calls per month. The Freespee number algorithms enable our customers to trace phone calls for all Adverts, even those with 1 call per year.

How a Freespee number helped a car rental service

A week ago one of our customers, a nation wide car rental service, were looking at their call stats from their market spending in Yellow pages. They were very satisfied with the volume of received calls, but the number of missed calls was also too high.
We showed them how too drill down into detailed call analytics in Freespee Advertiser. Now they could see a pattern in the missed calls. It was an easy fix by better resource planning and now all calls are answered.
If a typical order is worth 250 EUR, I guess they are satisfied.

Local search engine Advertising

Yesterday I was going through some of the statistics we gather from our search engine customers. Many SMEs limit their Online Advertising budget to Google and their AdWords offer. Hence, are all potential customers only using Google? Our statistics show that Global search engines are used for information gathering, which we all already new. However, when you have made your decision and want to proceed with you purchase, local search engines are used to find a service provider near by you, offering the product you want to purchase.
I was looking at a small car repair service in the small town of Strömstad in Sweden. They have purchased a top position in one of the largest local serach engines in Sweden (that use Freespee Publisher). They have more than 100 unique inbound calls from new customers per month.
Let’s say each call is worth in general €200 in new business, with 80% gross margin. Hence, they win new business worth up to €20 000 per month by spending some money on local search engine advertising.