Phone analytics is the future of digital marketing.

While I was searching for new marketing analytics trends, I found many articles that say phone analytics is changing the future of marketing. I understand that marketers put so many efforts on aggregating data on their consumers as much as they could. However, when they get stuck in a pile of data, it will become hard for them to sort the data that will drive more consumers’ insights. Phone analytics is also one of the data sources that marketers use to aggregate data on their consumers.

Call recording is not only used by police departments to determine specific information such as where you made the call and the time you made the call but also is used by marketers to understand the type of prospects that are more likely to convert into revenue. Each phone call consumers made with a company’s customer service is a wealth of information.

What is phone analytics?

Call analytics go beyond merely counting the number of calls your marketing is driving. Call analytics bring the same level of attribution you get with your digital marketing to phone calls. They provide deep insights into why your customers are calling and what happens on the call so you can improve the caller experience and make optimizations across the entire path to purchase (1).

Kind of information your company can have through a consumer phone call.

Demographic data

You can gather data such as gender, age, household income, and geographic location to improve ad targeting and marketers will be more accurate with targeting geographic groups who are more likely to convert or take a profitable action.

Engagement History:  Call tracking metrics can be tied to the customer’s entire digital path to purchase. You will have insights into the web pages they visited, the offers they interacted with, and the phone calls they’ve made. With visibility into the entire path to purchase you’ll be able to measure the true performance and ROI of your marketing campaigns. And you’ll have the insights to make smart optimizations.

Voice Analytics: Conversation Intelligence reveals key events that happen your inbound sales calls so you get to know your customers and the value of your calls on a deeper level. Invoca, a phone analytics tool, scans each call for important keywords or phrases so you can monitor calls and measure their outcome in an automated and scalable way.

The benefits of phone analytics for marketing ROI.

Phone calls analytics can benefit a company in many ways, and I believe that if the calls are analyzed accurately, it will be turned into real revenue. Take a look at these benefits a company will have of using phone call analytics.

Smarter budget allocation: With call analytics, you can measure the true performance of your marketing campaigns so you know how and where to spend your money for the maximum return.

Optimized customer experience: Your customers are omnichannel. They want to connect with your business how and when they want. With call analytics, you can better understand their behavior so you can meet them where and when they need you.

Increased sales/call center efficiency: Call analytics can help you intelligently route and filter calls so your sales team or call center are focusing on the highest quality calls that will convert.

Improved targeting and personalization: You can plug call analytics into your targeting and personalization tools to provide a relevant one to one experience for your audience. By having the complete picture of your audience’s online and offline behaviors, you will be able to create the most relevant experience before, during, and after the call.

How phone call analytics will change the future of digital marketing.

Many companies now are trying to make their websites mobile friendly because consumers are no longer setting front their desktops or laptops. Instead, they are on the go, and they use their mobile to access your website. 72% of consumers want mobile-friendly sites. I assume that since consumers want more mobile-friendly sites that will force marketers to make even their ad mobile-friendly. Here what the call analytics data will be the foundation for creating more targeted ads that will be delivered to the right consumers, and the right time, through the right medium. The more data we have available, the more precise and targeted campaigns can be (2).