Invoca, an AI-driven call-tracking platform, published their Call Tracking Study Guide in March this year. The in-depth guide demystifies call tracking technology and assesses how call tracking tools help marketers connect digital campaign data with incoming customer calls.
Call tracking is a powerful way for marketers to understand exactly where calls come from with granularity that, for the most robust tools, can extend to keyword level. This data helps to reveal which platforms, publishers, keywords and channels encourage highly targeted customers to call and can help marketers develop a more informed media allocation strategy.
Content produced in collaboration with Invoca.
Follow call 101: a short introduction
The tag also captures various referring elements, such as utm source, medium, paid keyword and Google click ID – allowing Invoca to connect user data with phone calls.
Example of dynamic tracking telephone numbers on a landing page – source: Invoca
When the sequence number is called, the platform can also forward the caller to the right person or call center, depending on the marketing content they are viewing, thereby shortening waiting time and call forwarding. Data is collected based on the specific call number that may contain caller information, keyword, referral type (e.g., banner ad, search ad or social media ad) and referral source (e.g., Google, Facebook, etc.). is used to inform the call center and to create a very personal experience for the caller.
Example of reference data in Invoca
Not all call tracking tools are made in the same way
There is a large selection of call tracking tools on the market that range from simple to advanced in functions and functionality.
Basic tools offer limited data to marketers, but they ignore the larger customer journey and tend to focus on last-touch attribution (for example, making it difficult or impossible to determine where the call came from).
Some statistics that a basic tool can keep up with include:
- Call volume
- Call time and duration
- Caller information
- Basic Campaign Description
These tools offer some sense of campaign performance, but do not tell the full story that can be obtained when connecting analysis platforms (for example, Google Analytics) to retrieve information.
More advanced AI-driven call tracking tools such as Invoca want to bridge that gap, and also automate some marketing campaigns after the call has taken place.
Advanced options that offer call-tracking tools powered by AI include:
- Touch point assignment: feedback a call to the source, such as e.g. paid search or social
- Data Unification – Integration with multiple online (and offline) sources such as CRM tools
- Data analysis – Use AI to analyze telephone conversations and provide insight into call drivers, behavior and results
- Marketing integration – Bring data to the marketing stack for automation, optimization, analysis and more
The end result – and the most important benefit – of implementing an advanced call tracking tool is to gain valuable insight into campaign performance and attribution.
Call follow 201: AI and machine learning
Martech companies are increasingly feeding their technology with AI-powered platforms. With AI, marketers can quickly gather information and make better informed decisions. This trend bridges multiple industries, as shown in the image below.
Companies that use or deliver AI technology – source: TOPBOTS
Invoca used Signal AI to measure and allocate online conversions by mining data from the telephone conversations themselves, freeing up valuable time for marketers who no longer need to listen to every conversation.
Signal AI uses AI to detect intent and patterns in language to provide useful insights and conversion data (sales, appointment set, etc.) for marketers. This is accomplished by a series of steps that begin with the recorded conversation, where the call is converted into text that can then be analyzed by an algorithm, key patterns, phrases, and actions are identified and these insights are pushed to your marketing stack. Here is a visual of what that looks like. Note that Invoca does not store call transcripts and is HIPAA and PCI compatible, an important distinction for marketers involved in data privacy.
Image source: Invoca
Signal AI uses machine learning, an application of AI, that gives machines access to the data so that they can learn from it. AI works with machine learning to provide useful and accessible data to marketers, but marketers still need to review this data and make decisions based on their own observations and conclusions.
Invoca offers two versions of Signal AI to their customers for tracking calls. Pre-trained AI uses industry-based predictive models that have been "pre-trained" using thousands of hours of call data.
Custom AI is more suitable for certain companies, such as companies with many telephone calls or advanced data needs. This more complex option takes longer to create and implement, but it can help certain companies to predict call results with a higher degree of accuracy.
Few common assumptions
Skeptics may think that people can classify calls more efficiently and accurately than AI, but the truth is the opposite. AI learns over time and it never gets tired, so it is an effective and accurate way to classify calls without bias. Here are some other myths for keeping track of calls, invalidated:
- It is difficult to set up call tracking based on AI. Pre-trained AI models take the guesswork out of set-up for certain industries, such as insurance, and can identify the most common results (for example, purchased product).
- All call tracking based on AI is the same – not true! Invoca & # 39; s Signal AI uses predictive analysis (instead of just transcription) and continues to learn. It also offers performance scores for easy reference.
- Only large companies can afford AI-based call tracking – again wrong. Invoca is tag-based and easy to implement. You do not need a dedicated IT team or programmer to get started.
Clear strategy and clean data
The real power of AI-based call tracking is, in short, attribution. It is the ability to unite call data across multiple sources and assign them to all consumer contact points.
Invoca does this by collecting data from multiple sources: campaign and website data, data from the first party (eg from your CRM), demographic data from third parties, call data such as duration, time and location of the call and call data (derived from speech analysis).
Once all available data is united, Invoca's technology determines the value of the call by analyzing the spoken calls within the calls. Invoca & # 39; s AI synthesizes different word patterns (for example, "I'm almost ready to buy, but I wait for XYZ to happen") and then classifies them into useful datasets.
Signal AI helps predict the type of call (eg, Sales, service, complaint) that marketers can use to optimize media placements, advertising content, and more. This level of analysis can also help to inform the calling experience itself by identifying problems that can frustrate callers.
Linking call data to campaign data can also help in other ways. For example, marketers can use call information to suppress ads, so customers don't see offers for something they've already purchased or ads are retargeting to people who called but didn't make a purchase.
Tie everything together
One of the most powerful features of the more robust, advanced call tracking tools, such as Invoca, is the ability to integrate with existing marketing platforms such as Google Analytics, Adobe Experience Cloud, and Salesforce.
This gives marketers a clear picture of where their customers are at every step of the journey. It closes the allocation loop so that you can show what works from an ROI point of view, a statistic that is crucial when it is time for approval and budget allocation.
When we consider implementing a tool like Invoca, the bottom line is always the top priority – will we make money with this martech investment?
Invoca customers have seen up to 60% more conversions when implementing the tool (without additional media spending), an important consideration when calculating ROI.
The Invoca Call Tracking Guide covers all of this, including what questions to ask suppliers when considering a new tool and what to consider when shopping for a call tracking solution.
Download the white paper from Invoca for more information about call tracking technology from functionality to implementation and how call tracking can help optimize and assign campaigns.The Call Tracking Study Guide for Marketers. "
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