analytics helps SMBs improve their marketing and sales.

Both web analytics and call analysis share many similarities. Both gather, measure, and analyze data about who you contacted, what they’re interested in, and even why they used this channel. The main difference is that digital data can be analyzed much more easily than recordings. Call analytics became expensive for enterprises. Now, businesses of any size can consider them.

Amber Callan is the COO of Agile & Co. in St. Louis, a small inbound marketing firm. She says that call analytics are essential to improving marketing, developing leads, and proving ROI.

Callan said that if you don’t track calls, you may be missing out on up to half your leads. Calls are the main source of leads for some of my customers.

CallRail has provided HubSpot with analytics for the 13-year old firm. Callan claims that the data they receive gives them a comprehensive picture of their marketing efforts. This is done by tracking the success of marketing campaigns, by showing which channels drive phone calls and what keywords generate the most leads.

Automated reviews and alerts

Callan said that automation was one of his favorite features. It can automatically tag a word or phrase if it is mentioned either by the caller, or a member of your team.

These systems are able to track and analyze calls, in addition to identifying the best leads. It provides information on the most effective tactics and areas where sales teams can improve.

Do you need an analytics platform for your call center?

She said, “If you don’t track the calls, then that’s usually about half of the story when it’s time to calculate ROI.” If I want to prove my value to you, I have to show my full value. That comes from every way a potential customer can reach you.

These systems allow data to be combined with other analytics tools, allowing for a more holistic view of marketing. This helps to improve ad spending and targetting.

Mike Stocker is CallRail’s vice president for partnerships. “We can optimize keywords, and we have other systems that we use,” he said. “Maybe you should change those expensive keywords that you are buying on Google but which don’t convert to calls,” said Mike Stocker, CallRail’s vice president of partnerships.

Improve your customer experience

Even the customer experience can be improved.

Callan said, “I had a customer where the call tree left people in silence for about a minute-and-a-half. No one knew until we started recording these call work recordings.” It was like “press one for sales” and they would sit there for about a minute. “We can hear someone saying, ‘Hello?” on these recordings. The caller then hangs up.

Callan stated that fixing this issue increased ROI by a significant amount simply because people could reach someone quicker.

Which companies should be considering these systems?

Callan said that it depends on the volume of calls you receive. Call tracking is not necessary for a client who tells me, “I only get three calls per month and 99% of the work I do comes from a webform.”

Callan also added that the technological advancements in call analytics systems have lowered their prices to a point where any business can consider using one.

The article Call analytics helps SMBs improve their marketing and sales first appeared on MarTech.