Staying on the bleeding edge of innovation and continuing to deliver tech that gives our customers a competitive edge is our number one goal. And thanks to some ‘big news’ we’re now much better placed to realise it.
ResponseTap is now part of Infinity – and things are going to get a whole lot better for our customers.
Now a combined team of 135, we’ll be able to offer a much better level of service and support to our users and supercharge our product development plans (all I can say is watch this space!).
This coming together means ResponseTap users will now be able to make the most of Infinity’s advances in call tracking and speech analytics. A much more granular level of reporting, a whole heap of new plug-and-play integrations and a ton of other features will make it even easier for users to extract game-changing insights from their call data.
Over the next few weeks, we’ll be sharing more details about what users can look forward to sinking their teeth into. But trust us, there’s a whole lot to be excited about.
Since 2011 Infinity has been developing call tracking technology to optimise marketing campaigns for clients in the automotive, travel, finance, healthcare, property, telecommunications, retail, and technology sectors. With offices in London, Madrid, San Francisco, Baltimore, Manchester, and Reigate, the business now offers an innovative suite of products across the Call Intelligence spectrum.
If you have any questions about this news, please contact migration@infinity.co
]]>Using machine learning, the platform can automate bid adjustments for users. But its success ultimately depends on the quality of the data it receives about which keywords are driving which sales. Essentially, the platform needs these insights in order to make the most accurate automations possible.
Marketers can also use ‘Floodlight tags’ for conversion tracking in Search Ads 360, highlighting events such as when a video has been watched or a piece of content has been downloaded. This is a powerful tool to help marketers analyse content engagement and see what is and isn’t working.
Optimising ad performance in Search Ads 360 is intuitive – providing all the data is from the online customer journey. If phone calls play a role in the path to purchase for any of the accounts being managed in Search Ads 360, users run into problems.
ResponseTap’s Search Ads 360 integration
As the omni-channel marketing mix becomes increasingly complex, being able to view offline data alongside online data in optimisation tools is vital. And phone calls are a long-standing thorn in the side of marketers who need a more holistic view in order to make the best decisions.
Being able to view accurate phone call data in tandem with digital data in Search Ads 360 has, until now, been impossible, resulting in a skewed view of campaign performance.
ResponseTap’s Search Ads 360 integration means phone call data can now be displayed alongside the keywords the customer used before they picked up the phone. Knowing which keywords are driving phone sales is crucial for campaign optimisation. Combining that with insight into the value of each call, and you can build an even richer picture.
And, as with other events in a campaign, a Floodlight tag can now be set up for phone calls and phone sales, meaning this data can be analysed alongside every other touchpoint the customer has had.
With a true 360 view on performance, ResponseTap’s Search Ads 360 integration gives marketers a more complete data set – one that more accurately reflects their successes and enables better optimisation.
Being able to do this across multiple accounts and multiple search engines results in much more efficient PPC management.
]]>Until now, Facebook Ads Manager didn’t register calls that occurred as a result of your Facebook and Instagram campaigns. Going forward, any calls that stem from this paid social media activity can be traced back and credited to the right tactics.
What’s more, when used in combination with Speech Analytics and Smart Match, users can isolate products and keywords that motivate their target audience, and even link call revenue to marketing activity. As a result, they can better optimise social media campaigns and ad performance, get more from their budget, and more accurately map customer journeys.
Ross Fobian, CEO at ResponseTap, commented: “At ResponseTap, we pride ourselves on never being beaten on innovation. After all, we were the first to do visitor-level call tracking, to develop integrations with Google Ads and Analytics, and to receive Salesforce-certified partner status.
“Our aim has always been to help marketers fully understand the customer journey and enhance ROI at every level. We’re excited to extend this to social media campaigns too.”
Find out more about the integration by downloading our product guide here.
]]>It’s no surprise that almost half of marketers expect their budgets to be cut this year. When you quiz brands more generally on ad spend, 69% agree they’ll trim costs to stay in the black. Across every sector, industry and audience, marketing plans are in widespread disarray. It’s hard to know what to scale down or remove altogether to keep your brand building and demand generation ticking over.
Then there’s the consumer issue – people are more likely to be feeling the effects of furlough, unemployment or working on a reduced salary. Their spending priorities have changed. Econsultancy and Marketing Week report that as many as 75% of UK businesses have felt a drop in demand for their products or services. Buyers are being so much more careful with their money – focusing on essentials, avoiding impulse purchases, and doubling down on research for what they do want.
All of this has left marketers wondering how they can continue to encourage sales while curbing their spending to fit a new, reduced budget.
For marketers, it’s become more important than ever to understand the part each activity, campaign and keyword plays along the customers’ path to purchase, so they can use the information to trim the fat – not sales.
Marketers have turned to their analytics for answers. But when doing so, many aren’t seeing the full picture and risk making the wrong call when deciding which activities to cut and which to keep.
Why?
Because they’ve only focussed on digital channels when measuring their activities. Sales don’t just happen online. If you don’t pay attention to what’s happening offline, you’ll never see the real, complete value of your marketing activity – which means you can’t optimise properly and make sure your getting maximum bang for your buck.
Online to offline: close the gap
Most customers’ purchase journeys are complex and see them interact with both online and offline touchpoints. It’s rare that customers stick exclusively to online channels. In fact, just 11% of purchases can be classed as ‘online only’. Customers have options. Sure, they can visit your website and strike up a conversation with your chatbot. But they can also visit your premises and speak to a sales rep or do the same over the phone.
With the Coronavirus still hanging above consumers heads in-person visits are going to be treated with caution. But other offline touchpoints – like the phone – are still going strong. Customers always want to ask questions, and some still want to be guided through purchases by a human. But when customers go offline, marketers are left pondering the answers to some important questions. Where did they come from? How did they find my brand? Which marketing activity is responsible for the interaction?
As marketers, we’re very good at tracking online behaviour. But offline tracking tends to be left out. This creates a huge blind spot. Unless it’s cleared up, you could switch off your most effective marketing activities when making cuts without even realising it.
Why analytics gaps still exist
The reason this blind spot exists is simple. Offline engagement is difficult to measure. A report from the CMO Council discovered that 49% of marketers found connecting digital and physical customer experiences “selective at best”. There’s often just too much data to gather with squeezed resources.
With marketing teams more stretched than ever, clearing up the blind spot will be tough. But you need to do something about it – particularly because it’s set to get bigger.
Calls are likely to go up for the foreseeable future, not down. With fewer coins in the coughers and the risks associated with making a bad purchase greater than before the pandemic, it’s a safe bet to assume your customers will be wanting to make contact and have their concerns allayed before parting with their cash. Since convenience and safety are paramount, and nobody wants to spend an hour in a socially distanced queue for something they can ask for or do over the phone, you can expect customers to start dialling more frequently.
You need to find a way to tap into this data if you want to get all the information you need to make your budget work as hard as possible.
So, what can you do?
Listen to the experts
Recently, Arianne Donoghue (winner of 2019’s UK Search Personality of The Year) took part in an on-demand webinar we hosted, which focusses on helping marketers cut budget, not sales when trimming spend. She told marketers to “think carefully about the 89% of conversions that aren’t online-only, and how you can stitch that back into other marketing platforms, as well as how technology can help.”
Arianne also explained that “you’ve got to make sure that you’re looking at ways to upload data from your CRM, and leveraging tools like call tracking for your business really, really well. Otherwise, you’ve got no idea exactly what activities, campaigns or keywords are driving through to conversion.”
Call tracking gives you the information you need to start piecing the whole customer journey together. It eliminates the need for resource-intensive data collection while giving you the insight to make smarter spending decisions.
With call tracking, you’ll not only see what customers browsed, viewed or clicked before going offline and picking up the phone, but which campaign resulted in the call.
Some providers have features that will let you drill deeper into your data and build a clear picture of your ROI by tying calls to sales revenue. Meaning you can use the information to reduce costs and refine successes more accurately.
The bottom line
Whether you choose to leverage call tracking, or try to experiment with promotional codes, feedback forms and on-call questionnaires to work out where customers have come from, you need to fill in the blind spot in your analytics; ideally, before pulling the plug on any activity.
While it’s essential to save money in the current climate, poorly informed cost-cutting could see you throw the baby out with the bathwater and land you in a worse position.
Analysing beyond digital data is the only way to make the right decisions for your business. Find a way to fill the blind spot in your analytics and use the insights to safeguard the marketing activities that drive sales when making budget cuts.
]]>The key word is ‘uncertainty’. Consumer spending shrank by more than a third during full lockdown. Furlough, unemployment and a focus on merely getting by, rather than getting ahead, has blown a crater in disposable income. In June, The Guardian reported that UK debt is now bigger than the economy for the first time since 1963. Many of us don’t want to spend what we can’t afford in a situation that no one has a clear answer to.
As marketers, we must understand how this uneasiness affects the consumer journey, which has become far more complex. Yes, tracking engagement touchpoints has always been crucial. But in a post-pandemic world, the purse strings are tighter. We need to think carefully about what we can do to loosen them up.
The simple fact is that buyers will take longer to part with their cash. They’ll spend more time in the consideration phase of the conversion funnel. And that means something else has changed. They’re probably going to pick up the phone…
Dialing back the hesitancy
Imagine you’re working in a travel company. Since March, revenue has plummeted. As bans are lifted, you want to get back on your feet and sell as many bookings as you can. Yet holidaymakers will take a lot more convincing than you’re used to.
Additional lockdowns have and probably will continue to happen. The quarantine watchlist is causing the holiday map to shrink. Your customers are, understandably, extremely wary of making a poor purchase. So what do they do? They get in touch. They’re looking for a person-to-person walkthrough – to ask questions, book wisely, and get whatever guarantees they can find.
If you’re prepared to handle these calls, conversion rates can return to a healthy level or even push past it to record-breaking revenue. People are willing to buy stuff they really care about. All they want is extra assurance.
It’s not exclusive to travel brands either. When asked in May this year, over 41% of general consumers said they preferred a personalised customer experience over the phone ahead of using a company’s website.
Calls are set to rise to 170 billion across all sectors by the end of 2020, and marketers need to start paying attention to call data. It will help them gain a much better understanding of the customer journey. Which in turn, can be used to refine communications, provide better experiences and, of course, give conversion rates a boost.
With more customers reaching for their handsets, you can’t afford to just focus on the way that a customer interacts with you online. Otherwise, you’ll have some serious holes in your data. Instead, treat offline touchpoints with the same importance. They’re intrinsically linked.
For instance, someone might click an ad, browse on the web, and call for more details. They might even wait a few days before calling again. What they see or do online stirs an appetite for more information, which they may want to resolve on the phone before buying. If you don’t recognise each of these touchpoints, and how they link together, you don’t have the complete picture of how customers interact with your brand. And you won’t be able to identify which campaigns, channels, and keywords are really driving the most sales.
In our on-demand webinar on budget optimisation, 2019’s UK Search Personality Of The Year, Arianne Donoghue, says “To consumers, it’s just one journey, one relationship. Particularly now – when channels are overlapping more than ever – it’s really important to have this end-to-end overview […] What motivates your customers? What situations are they in? What’s driving the choice of device or channel at a given point, so we can most effectively market to them?”
So how do you do it?
The key strength of call tracking
To develop a better understanding of your customers’ journeys, and link marketing activities to outcomes, add call tracking to your Martech stack. It’s the most dependable way to cover your blind spots and see which calls stem from a particular campaign.
This software uses first-party cookies to track site visitors. They’re given a unique number for their browsing session. When they call, the data is fed into your analytics. Your team can view what customers have seen, read, scrolled through and clicked before speaking to them.
Arianne is a big fan of call tracking, calling it a “missed opportunity to really focus activity around the things that drive results.” She thinks it’s relevant to any demographic. “As much as I’m a millennial and love to be online, I’ll always ring for subjects like insurance because I’ll have questions. If I was to be leasing a car or booking a holiday at a time like this, I’m going to want that human element. So robust phone tracking, and making sure we can stitch together every element of the journey back into campaigns, is more key than it’s ever been.”
Tracking calls gives a number of insights. You’ll spot the keywords, for example, that triggered the call – stopping you from removing those that don’t look like they’re doing much but actually contribute a lot to your offline engagement.
Simply put, call tracking can help you further boost the performance of your top assets, and switch off anything that isn’t pulling its weight. In an age of massively reduced budgets – with half of UK businesses slashing their spend by a third – you must do more with what you have.
Prepare for mare calls
As a result of the pandemic, both you and the customer need to make smarter choices from available funds. Although the forced change in behaviour will no doubt impact the customer journey, and you’ve got to respond accordingly, it’s not necessarily a bad thing. The shift is a catalyst that could lead you to gain a much better understanding of how your customers want to buy and how you can facilitate the best possible purchase experience.
By embracing the change, you’ll give customers the assurance they need to keep spending; and perhaps even improve brand loyalty (provided your sales and customer service teams also do a great job!). All while allowing you to use new insight to trim the fat from your marketing mix and optimise your spend.
Be savvy. If your business is one of the many that has or will see an increase in inbound calls, look to implement a solution like call tracking that will let you tap into to the data that lies behind each call. You’ll prevent the gaps that occur in your data when customers go offline from widening and undermining your decision making.
]]>Matt McGillicuddy (MM): What is speech analytics?
Chris Rogers (CR): In a nutshell, speech analytics is a tool designed to analyze a call. Your phone conversations with customers are full of valuable insights, but short of listening to all of those calls, it’s impossible to access all that data and make it usable. With speech analytics, you can collect all that unstructured data and easily identify patterns.
MM: How does it do this?
CR: It automatically detects key phrases and these phrases are grouped into topics. When a pre-determined phrase is found within a phone call, the speech analytics software stores the phrase and its associated topic against the call record in the call log. This makes it easier to report on the call.
For instance, if you’re running a promotion, you can use speech analytics to pick out the key phrases related to the products you’re promoting. You can then tie this back to reporting on how much interest in the promotion led to a phone call.
MM: What else can it do?
CR: You can also use it to identify and tag multiple outcomes of a call, such as quotes given and appointments booked. This helps you better understand which of your marketing activities are successfully driving various events.
If you’re using the ResponseTap speech analytics feature, you can also push those conversions into your other tools, as you would with any ResponseTap data, so you have joined-up campaigns that are better optimized.
MM: What are the benefits of real-time speech analytics for marketing teams?
CR: Overall, there are a few ways that using speech analytics can help you if you’re a marketer. Its key feature is that it streamlines processes, smoothing out the reporting systems that you use and speeding things up. It can also help you filter the sales calls from other enquiries, making it easier to prioritize potential leads.
It also comes in where you’re trying to assess the success of a campaign or you’re trying to get a better understanding of the products that customers are interested in. The common key phrases and categories all help marketers build the bigger picture and spot patterns – and even organize any outcomes from a call into more sub-categories.
This isn’t a rigid type of software. It’s changing with every call that comes in and key phrase that’s spoken, and if you’re using it to plot the customer journey, you can adapt the phrases and wider topics to suit your goals.
Another plus is that if your call center has speech analytics software in place, it can help improve the quality of the call, along with the customer experience. Agent training and regulatory compliance can be influenced by speech analytics software as you can chart how the call center agent responded to the caller. So, did the agent follow the script correctly or mention a particular upsell, for example?
MM: What else can a speech analytics tool do?
CR: So, as well as helping you to plot out campaigns and capture leads, you can discover trends in customer behavior and what their demographic is. It allows you to work out the essentials, such as what department a customer was trying to reach and whether they’re a new customer or existing customer.
MM: What considerations should marketers make before they sign up for speech analytics?
CR: To know how to use speech analytics effectively, you’ll need to get the full journey. While it’s important to get the sales service and the conversation details, you’ll also need to consider the steps that led to this, such as details about the potential buyer.
By getting this full process through using your speech analytics tool, you can fully analyze the customer journey and use this to assess the marketing activity that’s working, as well as the areas that need work. You should be able to go back and access the call recordings if you need to check something too.
Another question to ask is whether you can track call conversions alongside using the speech analytics tool? Call tracking software helps you track the call using a unique number and the speech analytics picks up the caller’s keywords. This combination tells you why they are calling and the path they used to call.
To find out more about the speech analytics software available from ResponseTap and how this perfectly complements call tracking tools, get in touch.
]]>It seems that everyone is using voice search now, with the popularity of voice assistants soaring in recent years. In fact, according to Ofcom, around one in five UK households had a smart speaker in their home in 2019 – that’s 5.5 million homes.
But these devices have been in the making for a while. The Google Voice Search app for iOS was launched back in 2008. Two years later, Google released personalized voice recognition on Android devices, and Siri was first released as a standalone app by a startup and bought by Apple a few months later.
So, for just over a decade, smartphone users have been able to search by voice, putting their queries to the device in the palm of their hand. When it comes to this type of search, where are we now? And where does call tracking fit in?
How popular is voice search?
More and more people are using voice search to find what they’re looking for, with 65% of American 25 to 49-year-olds speaking to their voice-enabled devices at least once per day, according to PwC. Meanwhile, global strategy consultants OC&C estimate that over £4 billion will be spent here in the UK through voice commerce by 2022.
It was widely circulated that 50% of searches would be by voice search in 2020. While we may not be there yet, there is still a significant number putting their queries to their smart speaker and their voice-activated personal assistants. And that means we need to be aware of the way we are searching in the 2020s.
How did we get here?
In 2013 – the year that Hummingbird, Google’s semantic search algorithm update came into play – Amit Singhal, the head of Google’s search rankings team, said: “The destiny of Google’s search engine is to become that Star Trek computer, and that’s what we are building.” This reference has been much quoted since then and in the years that have passed it seems that the progress made by the search giant has led to his prediction almost becoming a reality.
Google has been adapting and updating to incorporate voice search for a while now. The most significant shift was the introduction of the ‘featured snippet’ – or Position 0. This is the content that Google offers at the top of the search results page as a direct answer to a full question.
Voice queries average 29 words in length, according to a study by Backlinko. So, when we use voice search, we’re asking full questions and being conversational rather than typing in specific keywords into the browser. Therefore, the featured snippet is designed to quickly provide the answer the searcher is looking for
For brands, this has meant a shift in how they present on-page content. The keywords are in the form of question and answer phrases and the aim is for brands to be seen as answering those questions early in the search results so users will choose them.
Where does call tracking fit in?
You’ve probably already reworked your campaigns to account for this rise in voice search. It’s likely that you’ve spent time rewording landing pages and marketing collateral. However, have you been working on inbound call strategies that address the shift to voice search?
Like asking Siri what the weather is like today, consumers are using their smart speakers to call brands directly. This means that there’s an opportunity here for marketers to rethink how they optimize their campaigns for this type of communication. When customers want to call for the service near them, you want your clients to be the first number they dial.
To help you chart the progress of this journey, call tracking can be essential. If you are already using call tracking, you’ll know that you can find out how the customer reached the number before dialing, and this is true of voice search. You can use dynamic call tracking tools to see the campaign messages customers saw to persuade them to make the call via their smart speaker.
Keyword-level call tracking comes into play here. By inputting and tracking key phrases that customers might ask on their journey to the phone conversation with your brand, you can measure the success of your inbound calls via voice search.
You can chart how the customer arrived at the phone call, what they asked their device to reach you, and report on this afterwards to help form and shape future campaigns.
Is voice search the future?
By incorporating voice search into your inbound call strategy, you are in a great position to create a full picture of the customer journey. This focus on voice is potentially tapping into one-fifth of the UK who have and use their smart speaker – a huge number of potential customers that you can direct your campaigns at.
When it comes to how to use call tracking to successfully tap into this customer base, it’s worth investing in robust call tracking software. This can open up new opportunities for you and shape the way campaigns look in the coming years as voice search continues to rise in popularity.
]]>ResponseTap, Europe’s leading call tracking provider, has today announced the launch of its Speech Analytics offering. The new product includes Speech AI, which uses advanced machine learning to capture call outcomes with more accuracy than any other product in the space.
The Speech Analytics tools enable marketers to analyse their inbound phone calls and easily capture a wealth of valuable insights hidden within these conversations. Marketing teams can aggregate commonly spoken phrases and keywords into topics and then categorise outcomes of calls accordingly. This information can then be used to understand which marketing activities are driving the most valuable calls, measure channel performance and optimise future campaigns.
Alexander Soldatikhin, Digital Marketing Product Owner at British Gas, said: “Using ResponseTap’s Speech AI we have been able to gain a better understanding of which marketing activities have driven more value for the business, improve customer journeys and optimise marketing campaigns for a better ROI. The AI model built by the ResponseTap team has helped us achieve a higher level of accuracy than the current market benchmark, allowing us to manage marketing budgets more efficiently and support business growth. We are planning to continue using the solution and apply it across new channels and products.”
Ross Fobian, CEO of ResponseTap commented on the launch: “Speech analytics to this level of accuracy is something the industry has been trying to develop for years. With Speech AI, ResponseTap is providing customers with a cost-effective solution that is twice as accurate in outcome tracking as other tools on the market. We’re delighted to be launching a superior offering that beats the industry benchmarks by leaps and bounds, enabling sales and marketing teams to thrive, in what remains a challenging period.”
Find out more here.
]]>So, you’ve been using call tracking for a little while now and you want to know how to use call tracking data in a way that helps you to get the most out of your marketing campaigns. Or maybe you’ve not quite signed up for call tracking yet, but want to know how to track where a call is coming from and what you can find out from the data you receive.
Wherever you are on your call tracking journey, it’s important to understand the value of the data captured through call tracking. Here, I’ll explain this to you, as well as what you can do with the information you receive, so you can use the data to enhance and transform your marketing campaigns.
In order to understand what to expect from call tracking data, it’s important to first know the channels that the data can be applied to. As the majority of marketing strategies tend to focus on PPC, SEO and email, call tracking can also be used in these channels.
At ResponseTap, we’ve created a dashboard that displays your call tracking data across organic search, PPC and all other marketing streams in an easily digestible way:
Here you can see an example of the difference between the effectiveness of your marketing activity from a last click (in the blue square) to a first click (in the orange square) basis. In our experience, first click tends to perform better, and this detail, coupled with a table such as the one above that showcases these numbers, enables marketers see the true value of their efforts and report on higher conversion rates.
Interestingly, PPC is one of the most successful channels when it comes to call tracking, and the data captured can be especially encouraging, particularly if you’re trying to establish the ROI this channel has as part of your marketing activity. Here’s an example of how well PPC performs when looking at the conversion values of first click compared to last click:
Call tracking data and integrations
It’s also good to know the integrations that call tracking can work with. Call tracking data is the offline information that’s missing from your Google Analytics report. However, as ResponseTap call tracking integrates with Google Analytics, you’re completing your data set and understanding the full customer journey.
Also, integrating ResponseTap call tracking with Google Analytics means you can see conversion counts, rates and values alongside your online data. This allows you to measure all conversions, including both online and offline ones.
What other integrations work with call tracking?
Another step to make the most of call tracking data is through customer relationship manager (CRM) integrations. In this instance, data is sent live and attached to the individual’s data record.
Similarly to CRM integrations, you could use Smart Match. We developed this here at ResponseTap and it works by matching online and phone call data to the sales data that a marketer can upload via a spreadsheet. This means that marketers can measure their campaigns according to phone sale values as well as conversions, and it helps measure both the quality and quantity of these two key elements of a campaign.
Now that you know what your data can look like and have seen examples of integrations with existing systems, you’re probably wondering what you do next. If your main goal is to work out how to use call tracking data effectively once you have it in front of you, you’ll need to have an idea of the capabilities of the system you’re using.
For example, at ResponseTap, we’ve worked hard to make sure the dashboard is a clear means of visualizing your online and offline activity. By being able to look at key figures, you can focus in on the areas you’d like to explore in more detail and then use the tool included to export the data.
By exporting the data captured as part of your call tracking campaign, you can take a deep dive into the numbers to fully explore individual channels’ activity. The only limit you’ll find is with exploring keyword-level data, as Google has encrypted this and it’s not possible to access this deeper level of understanding of this portion of the data.
What else can I do with the data?
In addition to exporting the data to examine the results more closely, you can also form links between different systems to marry up the figures and get a broader picture of the path to conversion.
So if, for instance, you’re using Smart Match, you can take the data from your CRM and upload it to your call tracking dashboard. This allows us to link the columns of data in a spreadsheet that holds conversion values and phone numbers to ResponseTap’s matching columns.
When you set up call tracking, you’ll probably have a firm goal in mind. Whether you want to explore the current conversion rates that occur because of people picking up the phone or you want to complete the picture, you can use the data you capture to answer questions and meet targets. Here are some examples of how you can use the data:
Working out the ROI of a campaign
By doing this, you can develop an understanding of what you need to do more of and what to stop. In this instance, you’re being given the data you need, even if the sale happened over the phone.
Reducing costs
By understanding the marketing campaigns that aren’t driving conversions, you can rein in inefficient campaigns and save money in the process.
Growth
Having a clear idea of the campaigns that work best thanks to the call tracking data, the marketing budget you’re working with can be redistributed to your top performing campaigns to generate more sales.
Reporting success
By equipping marketers with data that shows the full scale of their performance, they can present reports to management or the board to justify marketing spend and prove performance. This added level of accountability can then impact on the direction the campaign takes and influence future work.
Customer insight
By using the data from call tracking, you can understand both the increasingly complicated customer journey and the customer’s behavior through several layers of the funnel. Also, you can listen to calls to hear what customers care about first-hand.
Measuring success of print and non-digital ads
At ResponseTap, we provide ‘single numbers’ for things like newspaper adverts and leaflets in order for a marketer to track performance of those offline ads too.
One of the key features of a ResponseTap data display is the ability to flip easily between the attribution models. This allows you to immediately spot achievements or problems in channels:
The above image shows the difference in last and first click. A lot of sales don’t happen the first time a person clicks a PPC ad, and those initial interactions with businesses shouldn’t be deemed unimportant in reporting.
Other features
Call log is another useful feature that can work well with your data. If your sales data appears here, you can understand any call that was assisted by PPC and save reports. The call log also includes visitor history, helping marketers delve deeper into areas such as sessions, visits, and pages, as well as device and channel used.
Another tool to help you harness your data is integrations, which can send data to affiliate platforms, bidding tools and display platforms. At ResponseTap, we have so many integrations, so whatever marketing stack you’re using, we can send call conversion data into it to help make the most of your existing tools.
If you think people just come to your website and instantly make a call, you’re missing out on potential data points. Customers want to know more before they speak to someone and buy. And just using the click to call data in Google Analytics doesn’t give you enough information to make informed decisions based on your visitors’ journeys. If you want to get into the detail of your customer’s journeys, then ResponseTap is the tool for you. Call us to find out more.
]]>Wherever you currently sit, it’s worth having an idea of what’s happening in the wider industry so that you can update your goals and allow your strategies to evolve. And with the new year underway, now is a good time to see what’s in store for the marketing industry.
Here at ResponseTap, we have done just that. We asked a team of experts to provide their thoughts about the big marketing trends for 2020 to look out for, along with top tips on how to navigate them, bringing each insight together into one accessible location.
Read on to find out more about our Practical Guide for Marketers 2020 and see how you can weave this into your own campaigns.
In order to offer a clear overview of the upcoming trends, we have grouped everything together in the five main marketing categories that you’re likely to be working with: voice, data, automation, display and social.
This means that you can dip in and out of each area, cherry-picking the key information that can be adapted and molded to your upcoming campaigns. So, whether you want to channel your energy into voice search, update your social channels or review all five areas, you can easily do so.
The information itself is delivered by experts in each marketing field. The expert provides an overview of the topic they are talking about, along with a look at what’s in store, and some tips, hints and things to be aware of.
So, if you want to get an overview of how 2020 will look for automation or you’re planning on rethinking your approach to data, you can read through the information, download the data and watch the accompanying video.
It’s important that you have access to the most current details and relevant marketing trends for the year ahead. Therefore, for this guide we’ve approached five leading names in the industry to lend us their predictions for 2020.
Our voice expert is Matt Duhig, managing director at FX Digital, who talks through the rise in voice search in the last few years and where this is heading. Luke Grimes, head of digital services at ANS Group, explains the advances in data, while Adam Oldfield, managing director at Force24, is our automation expert. Tom Bowen from Clickoo offers tips around display and our social guru is Sam Jones from Tunafish Media.
Each expert provides the insights you need to help shape your campaigns in the coming year.
To help you get started, here’s a look at the main ways you can use the guide:
1. Help your strategy evolve
You may feel that you need to revise your current strategy or perhaps you’d like to develop your approach to some of the coming trends in order to enhance your campaign. You can use the guide to help you do this.
2. Train your team
Feeding back to your marketing team the key trends for 2020 will ultimately help in the creative process. For example, your social exec might have a great idea for a personalized GIF or you might be able to rethink how you capture data and plug the gap by opting to implement call tracking.
3. Be aware of the pitfalls
There are things to watch out for across all five marketing areas we cover. You might be in the habit of storing data unnecessarily or constantly updating your tech to stay current. Our experts tell you what to be aware of so you can focus on the key things.
If you want to jump into the Practical Guide for Marketers, take a look at what’s on offer now. You’re sure to find some interesting takes on what’s in store.
]]>