Every business strives to elevate their sales, increase lead generation, and amplify Return on Investment (ROI). Arguably, the most important factor in achieving this goal, is the quality and effectiveness of marketing.
Among the various ways a business can address this factor, call tracking and marketing attribution are two essential aspects of greatly improving marketing.
Read below to find out what these two processes are, and what makes them so crucial in developing a business’s marketing strategies.
What is call tracking?
Call tracking software is capable of extracting extensive data about the journey of a customer call. Call tracking can identify all the touchpoints and interactions which led a customer to a call, as well as those made during and after. These are identified using call tracking metrics.
If a customer, for instance, interacted initially through a search engine before reaching a website and calling, all this data will be collected by the tracking software – such as Mediahawk call tracking, for example.
Moreover, if the journey doesn’t end with the call, data can be collected to reveal what the conversation inspired the customer to do next.
This is perfect for expanding knowledge on customer behaviour. Knowing how each touchpoint stimulates customer engagement creates opportunities to tailor your marketing to your customers’ needs.
What is marketing attribution?
Marketing attribution is a process that details the entire customer journey from the initial interaction through to the final touchpoint. Each touchpoint is analysed, to provide data on its effectiveness in increasing customer engagement. There are various models for marketing attribution, but each one shares this main aim.
Marketing attribution reveals which touchpoints are contributing most towards lead generation and company sales. Marketing campaigns can be adapted to reach optimal customer engagement, in response to the data collected.
Call tracking can be utilised when implementing marketing attribution. Used to understand the touchpoints that are creating the most customer engagement, call tracking can also establish the marketing methods that are leading to calls.
How can call tracking and marketing attribution benefit your business?
Implementing call tracking and marketing attribution software can result in a range of different benefits for your business.
The benefits of call tracking can include the following:
- Extensive call data – Call tracking offers an in-depth analysis of your callers’ data; such as the area code, touchpoints leading to the call, call duration, and conversion. This data creates a more accurate picture of your callers, in which you can then incorporate into your business strategies, and therefore
- Improved customer experience – Knowing the main purposes of customer calls is important for the quality of conversations. If businesses are more aware of customer needs, they can be fully prepared to deliver a better experience during the calls. A better customer experience means more engagement and customer satisfaction.
- Better knowledge of customers – Understanding what makes customers more engaged and the needs they have to call, provides a better customer profile. This can be used to not only improve marketing strategies, but also the products and services themselves.
Marketing attribution also has many of these benefits, which are interchangeable with the advantages of call tracking.
These include:
- Expertly tailored marketing – Through understanding the touchpoints inspiring the most engagement (including calls), businesses can re-market or alter strategies to create more conversions at the end of customer journeys. This will not only increase the rate of conversion, but also the ROI.
- Increased lead and sales generation – Marketing attribution can increase generated leads, as businesses are able to improve touchpoints and encourage more interaction. As a result, this also increases the possibility for the interactions to convert to sales.
- Cost-efficient marketing budget – When a business knows which marketing touchpoints are more effective, they can focus their main budget on developing these strategies. This ensures all marketing touchpoints are more profitable in their encouragement of sales conversions.
To summarise, call tracking and marketing attribution are essential processes for any business. They can open up a vast number of opportunities for the analysis and development of customer journeys.
