Am I measuring the right KPIs?

Marketers ask this question — a lot. Thanks to an infinite number of channels, devices, analytics solutions and tracking tools, making sure you have the right KPIs is a challenge.

I hate to say it, but when it comes to measuring success, marketers are missing major metrics because they’re suffering from digital tunnel vision. It’s hurting marketing performance, and it’s leaving their customers with a less than ideal omnichannel experience.

The solution? Phone calls, and more specifically the call intelligence that tells you how things like how your ad campaigns and website are driving conversions online and offline. To get the right KPIs that tell the real story of your marketing performance, here is a list of the top ten metrics every marketer should track from phone calls.

1. Landing Page

Bridge the online-offline gap to get a 360 view of the entire customer journey. By tracking the landing pages driving your high-value calls, you will have complete visibility into the performance of your marketing efforts so you can accurately measure ROI and optimize your landing pages.

2. Caller ID/Location

Get to know your customers when they call. Tie caller data to the corresponding lead record in your CRM so you have greater visibility into the individual customer’s path to purchase. With this information, you will deliver the most relevant message at the right time.

3. Outcome of the Call

Knowing a call occurred is only half of the story. Call intelligence can tell you the outcome of a phone call. Whether it was an appointment set, a completed purchase, or a lost opportunity. This information gives you the ability to tie actual conversions and sales back to phone calls and their marketing source.

4. Call Duration

This is a staple. You can use call duration to understand what a quality call looks like for your unique business .The average call duration varies industry to industry, but the overall average is four minutes and fifty-two seconds. It’s important to measure call duration so you understand which of your marketing efforts are driving the high quality calls your business needs.

5. Landline vs. Mobile

The expectations of a landline call or a mobile call are drastically different. Mobile users are typically on-the-go and need quick answers so they can move on with their day. While landline calls are less frequent, they can be just as valuable as a mobile call.

6. New vs Repeat Callers

Again, there is a huge difference in expectations between new and repeat callers. Repeat callers are often current customers looking for customer support. Use advanced filtering and routing to automatically send repeat callers to the customer support department. Customers will appreciate the efficient call experience, and your sales team will be thrilled to focus on the high-quality calls they want.

7. Day and time of call

Use call time and day data to understand peak hours for calls. With this information you can properly staff our sales team or call center so they can efficiently handle high call volume. Additionally, you can adjust your paid search bids to prominently feature click to call and/or call-only ads during peak call times.

8. Campaign ROI

ROI is everything to marketers. If you can’t attribute revenue to the marketing efforts that influenced them, then you have no way to justify your marketing budget or strategy. Call intelligence makes it possible to tie the actual revenue from a phone call to the campaign that drove the call. You will be able to accurately calculate ROI, measure marketing performance, make smarter decisions and more powerful optimizations.

9. Call Conversions (Call Volume)

You can view call conversions side by side with clicks. Use call conversions to understand the complete performance of your marketing efforts so you can better allocate budget and optimizations. Conversation analytics make it easy to understand the outcome of the call so you will know exactly how calls are impacting your marketing efforts.

10. Cost Per Call

Marketers are familiar with calculating cost per click, so cost per call shouldn’t be a totally foreign concept. Not only can you calculate cost per call on call volume, you can also tie real revenue dollars to the calls so you have a clear picture of the marketing ROI. This invaluable information will help you measure the overall performance of your marketing efforts.

Keep these KPIs in mind when you begin Incorporating phone calls into your omnichannel marketing strategy. If you need a little more omnichannel inspiration for your marketing, check out examples of real brands doing omnichannel right. Download your copy of the Omnichannel Marketing Lookbook.

 

Posted by Caitie Gonzalez

Caitie Gonzalez is a graduate from U.C. Santa Barbara with a B.A. in Film and Media Studies. She is Invoca's Social Media and Content Specialist, and resident videographer. She loves film/television, comic books, board games and video games.

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