As marketers, we are responsible for ensuring we maximize the ROI on our marketing spend.
Often this involves using the data that is available to us – both online and offline.
Call Tracking can provide a lot of data on the offline journey and it can be overwhelming to know what to do with it.
To make it easier for you, we have broken call tracking down into three key areas:
Measurement of inbound phone calls is the first step in using call tracking data. Through a simple implementation of the Delacon call tracking code together with dynamic call tracking numbers across your website, you can begin to simply measure the total volume of phone calls your business receives. This includes also measuring:
- How many calls are being answered.
- How many calls are being missed.
- What is your average call duration.
- The times during the day calls are being received
Where is this data found?
This data can be found in the Delacon portal in a number of different reports:
- Dashboard Report
- Online Call Report
- Total Calls Report
- Detailed Call Log
How to use this data:
Before call tracking, a business may not know how many calls it receives or how long each call lasts. The data can tell you not only how many calls are being received, but also more importantly, how many calls are being answered and how many are being missed. Average call duration can also give you an indication on the quality of calls being received as shorter duration generally indicates poor quality calls.
By knowing the total number of missed calls, a business can tell how efficient its sales team or call center staff are at answering calls.
A business can take this further by looking at our time of day report and seeing during a given day where the most calls are being answered and missed. This can help pinpoint any capacity or resourcing issues.
Attribution involves actually attributing phone calls back to the marketing channel or source that generated the call, including the keyword, campaign and website page.
Where is this data found?
This data can be found in our portal in a number of different reports:
- Landing Page Report
- Keyword Report
- Pages Called From Report
- AdWords Report
- Google AdWords
- Google Analytics as Call Conversions/Goal Completions
- CRM System where Campaign and Keyword data can be pushed into the lead record as custom fields.
How to use this data:
By actually attributing calls back to their source – whether this is a campaign, keywords or landing page- you can see, just like web conversions, what is driving phone conversions. This phone data can assist in helping you to change your digital advertising and marketing activity decisions to invest in campaigns, keywords and landing pages which generated calls.
Similarly it might prompt you to re-design landing pages which are generating a lot of clicks but not a lot of calls.
Optimisation is where call tracking data is used to optimise campaigns in real time. While some basic optimisation may occur during the attribution phase, more advanced optimisation occurs here.
By integrating our call tracking solution into bid optimisation and bid management tools, you can make optimisation decisions in real time based not only on web data but call data.
When call data is taken into account, optimisation decisions may change as campaigns or keywords which have attracted minimal web leads may have actually generated a higher number of phone leads.
The Levels of Optimisation
Optimising for Call Conversions
At a conversion level, optimisation decisions are based on total call volume and are not focused on whether the call was a genuine sales call.
Calls can also be optimised based on geography and average duration. For example a specific audience can be created for calls that are longer than 5 minutes.
Optimising for Leads
At a lead level, optimisation decisions are based on optimising towards generating genuine sales leads. As call tracking provides greater visibility around phone calls, you can combine this data with web data to get more accurate results of the total leads generated.
Often this will mean optimising towards achieving a lower CPL as when calls are taken into account, your CPL should reduce.
By optimising towards CPL, you are aiming at attracting more leads at a lower price.
Optimisation based on leads could include optimising towards the campaigns/keywords/landing pages that:
- Generated the most leads.
- Generated the cheapest CPL
- Generated the most sales specific leads.
Optimising for Sales
Advanced Call Analytics involves optimising for sales, where sales data including sales value is pushed into bid management platforms ensuring bids are made on campaigns and keywords that actually had a revenue return on the business.
Sales Optimisation could include optimising towards campaigns/keywords/landing pages that:
- Generated the most sales.
- Generated the most revenue.
- Generated the highest average sale
- Generated the lowest CPA
Taking optimisation further
When using call tracking data to its full capacity, optimisation decisions can be made at a number of different levels:
- By integrating into bid optimisation tools, higher weightings can be placed on calls which resulted in sales.
- The customer journey can be more personalized by using phone call data to create personalized web based experienced based on call data, including the outcome of the call.
- Different models of optimisation from optimising for call conversions, sales, cost per acquisition and finally to profitability can be implemented.
By using call tracking data in this systematic way, you can go a long way to getting maximum value out of call tracking.