Zoe-Lee Skelton

3 Priceless Benefits of Integrating Your Telephone Call Data

3 Priceless Benefits of Integrating Your Telephone Call Data

As digital marketer’s we all want more data and the ability to dig even deeper into our analytics.

We all avidly check Google Analytics and AdWords for clicks, conversion and goal completion data to get a better insight into how our website is performing and which content and keywords are driving sales. But what we often neglect is that our marketing is generating offline conversions as well such as telephone calls.

This type of data can’t be tracked in an analytics programme alone and often marketers don’t realise how integral telephone conversations are in the sales cycle.

For instance, I recently read a call tracking case study from call tracking provider, Mediahawk, who discovered that “consumers converted much more quickly after a phone call” to a sales agent for a group of online retailers. They also found that those who went on to make a purchase after the call looked up to 30% more content than those who didn’t call”.

Without tracking their calls and integrating the data with their analytics programmes, these retailers wouldn’t have realised the impact that offline interactions were having on their bottom line.

So if you want a full lead picture, including offline interactions, you’ll first of all need to install call tracking. And secondly, if you want to accurately attribute your sales, you’ll need to integrate your call data with all other analytics platforms.

Which integrations are available?

Any quality call tracking software will integrate with Google Analytics, AdWords and your CRM (Customer Relationship Management) software of choice.

Usually the integration can be set-up in a matter of clicks. But if you need help, contact your call tracking provider and they’ll show you how to do it.

So what are the benefits?

Call tracking as a standalone piece of software provides useful information about your inbound response and marketing effectives, for example; which ads and marketing (online and offline) are generating phone calls, call duration, time of call, But the software gets really exciting when you integrate it with your other platforms.

For example, website visitor level call tracking integrated with Google Analytics can track a web visitor’s journey right up until they call you. You’ll see the pages they visited and even the pages they viewed after they called you. You can also discover the keywords that triggered a call for you Pay Per Click campaigns. What’s more, agencies who use PPC call tracking integrations outperform the market and retain more clients because they’re able to justify their effort and seize keyword and lucrative marketing opportunities.

Here are the top three benefits of integrating call data.

Benefit 1: Capture and Classify Leads in Your CRM

If the products your business sells have either a degree of complexity, value or quality, such as luxury goods, financial services, legal, healthcare or travel, the chances are high that customers will want to pick up the phone and talk through your services.

These enquiries are valuable leads that companies fail to correctly capture and classify in their CRM software because it can be difficult. Unlike online form-based leads, the lead source information cannot accurately be captured for a telephone call. But call tracking changed all this.

Classifying the lead lets you see data such as lead source (e.g. PPC, Organic, Print), keyword and referrer to your calls. Instantly your business has complete information about of all the leads it receives and, most importantly, what part of the marketing budget generated the lead.

With the CRM integration, the lead source information is automatically pulled into the reporting suite; freeing up your time to chase up those leads.

Benefit 2 – Track Telephone Leads to Sales Revenue

Once you have captured the lead and accurately classified it, you can easily track the lead with Analytics and through to your CRM. A typical lead process might progress from ‘lead’ through to ‘opportunity’, then to either ‘closed win’ or ‘closed loss’.

Because all leads are now being captured and tracked, including the lead enquiry method (e.g. phone or email), your business will be able to compare:

  • Which source, keyword, or offline advertisements produce telephone leads and subsequent sales revenue. This can help budget future campaigns such as PPC spend
  • How telephone leads convert compared to online leads
  • Which lead sources fail to convert to sales – and whereabouts in the cycle they’re dropping off? For example, in Google Analytics, you can see which page they viewed last.

A typical view from your CRM (below) shows how simple it is to now see a complete list of opportunities and their lead source. Of course you could equally be looking at the list of wins or loses and which advert they responded to.

lead opportunities

Benefit 3 – Prioritise Your Marketing Budget

It makes sense to spend your marketing budget in areas which are securing those all-important leads. Once you understand which areas of your marketing spend are generating leads and revenue, you’ll need to allocate your budget wisely.

The way to do this is by Cost per Response (CPR). The cost to acquire a new client is high, so this is a metric you should constantly monitor. Advertising contributes to these costs and, while referrals are seemingly free, there’s a price behind converting those prospects into clients.

And by having call tracking installed, you’ll be gathering a FULL sales lead picture, because, if you weren’t factoring call leads into the equation, your budget allocation would be skewed. For example, you might think that more people are getting in touch via your website, so you lower spend on PPC. But in actual fact, more people are calling directly from your PPC ads, so you begin to lose enquiries because you lowered your PPC spend! You wouldn’t know this unless you had call tracking installed.

Use your call tracking software to sort your expenditure by CPR. You can do this by source, keyword or even offline advertising. If you know that one advert or keyword is costing a great deal but generating little telephone response you should be diverting that spend to more effective options.

To sum up

When we take on new clients, I’m surprised at how many businesses, large and small, are completely unaware of how integral phone conversations are in their conversion path.

For many businesses, phone calls continue to be the highest quality leads and are often influential in securing sales.

If you’re not yet tracking your calls and measuring these conversations, there’s no time like the present. There are many call tracking packages to suit all business sizes and budgets.


Image credit: https://www.flickr.com/photos/ab9kt_scott/

Zoe-Lee Skelton

About Zoe-Lee Skelton

I’m an SEO Content Marketing Consultant in the UK. In my spare time I enjoy blogging about digital marketing and web analytics. Feel free to connect!

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