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What to do with call data now that you have it

You’ve engaged the services of Delacon to track calls from your marketing campaigns. The data is being captured and sent to your desired software platform or platforms.

Fantastic – this is the first step towards making informed decisions with the inclusion of all available data.

So what now? What should you do next?

Now that you have this additional information it can be a daunting prospect knowing exactly what to do with it.

Here at Delacon, we’ve put together these three simple stages to guide you towards the best practice use of call data. Our three stages involve discovering where to find the data, measurement of the data and making optimisation decisions with the inclusion of call data.

Regardless of which software platform or platforms you elected to send call data, we encourage our clients to spend some time in what we call the initial discovery phase. This is the time when you can have a play in your preferred analytics platforms to find where the call data is located.

If you’re sending call data into Google Analytics, then there are various dedicated reports that you might find helpful with the inclusion of call data such as the multi-channel funnel, the map overlay or seeing both clicks and calls on one graph.

Other considerations during the discovery phase are the real time data reports and navigating around the Delacon reporting tool through your unique login credentials.

Once you’ve identified exactly where the data is located that’s relevant to your business and marketing objectives, the next step is to measure the call volumes against various elements. Delacon’s system can attribute call volumes to various elements including for example the keywords, the landing pages, the campaign source, the ISP, the browser and the device to name but a few.

Ultimately what you measure is determined by your objectives. It’s also highly likely that you’ll find additional data insights that you didn’t even realise were possible.

This is the time when you can start to gain insights about the data. You might make judgements about the call duration, you may use the call feedback survey functionality or you might listen to call recordings.

We suggest segmenting the data into intuitive time periods – maybe segment the data for a day, a week and a month to give you a good overall perspective of different time frames.

Based on the collection and measurement of data, you’re now in the perfect position to make optimisation decisions that will streamline your marketing efforts and improve your return on investment.

You’ll be able to identify what sources, keywords or landing pages are most effective at inspiring calls. Through the optimisation process you’ll be able to reallocate funds away from poor performing elements and allocate those resources to the best performing elements.

If your business has a calculation of cost-per-lead or cost-per-customer, it’s this figure that will need re-assessing on the basis of including call data into the calculation. Our clients regularly discover that these figures are significantly different from what they had previously identified simply because they hadn’t included all available data.

You can then use this revised figure as your benchmark for future campaigns.

If you’re using bid optimisation tools, you can now recalibrate your algorithms to include the call data.

If you need guidance or assistance in locating, measuring or optimising the call data, your dedicated Delacon account manager will be happy to help.

Lyndon Barnett

Lyndon has always been fascinated by technology.