Go to any marketing cloud vendor’s website, and you’ll find real-life stories of digital marketers who have transformed the customer journey. They’ve left behind the impersonal, one-to-many customer experience in favor of the one-to-one experience that makes customers feel like they’re engaging with a telepathic brand. That’s the genius part.

Then there’s the dummy part.

For example, it’s dumb to retarget someone with a discount offer because your marketing engine thinks they abandoned their shopping cart, when in reality they picked up the phone and bought offline. That’s not exactly a right place, right time offer.

The irony is that it’s often the same marketing team doing both the genius stuff and the dummy stuff. So why would a data-driven marketer make such a foolish move? The answer is call intelligence. Or a lack thereof.

Out of the box, most marketing tech is blind to phone calls. It paints a skewed, digital-only picture of reality and ROI.This drives marketers to make some pretty damaging decisions. 

Fortunately, it’s never too late to change. Knowing what’s possible with call intelligence is a good step in making the transition towards a holistic, omnichannel strategy. So here’s a quick summary of four types of data you can get from a phone call.

1. Attribution Data

Search, display, social, email, affiliate, offline — they all drive calls. Knowing which marketing campaigns are driving calls is as important as which ones are driving clicks, especially since conversion rates from calls are 10 to 15 times higher. Call intelligence gives you the same attribution data about calls as you’re accustomed to getting from lead forms. You’ll be able to track calls back to the:

  • campaign
  • ad group
  • keyword
  • banner ad
  • email
  • or affiliate

You can also capture custom URL parameters like you would for an online lead.

2. Caller Profile Data

In those milliseconds when a prospect connects with your agent, you can gather a lot of information about a caller.

What’s their name?

What region do they live in?

Which campaign are they calling about?

What’s their age?

Popping this data into your CRM in real-time gives your reps context of who’s calling and why. With this insight they can provide more relevant info and offers. Marketing can then leverage that data for smarter post-call retargeting and nurturing, which ultimately leads to higher conversion rates, higher transaction values, and a better customer experience.

3. Conversation Analytics

The phone conversation is a pivotal part of the conversion process marketers must understand. The problem is you could spend thousands of hours listening to call recordings. Or you can leverage call intelligence to listen to every call for you, and tell you the important stuff.

There are an infinite number of ways you can use this data. For example, you can use it to determine whether or not a call reached its desired outcome, use it to determine which products prospects are interested in for more relevant nurturing and retargeting, or use it to assess the quality of traffic from each of your marketing sources.

4. Conversion Data

Call intelligence will not only tell you which campaigns are driving phone calls but whether those calls are converting into revenue. Without this data you can’t accurately prove ROI.

Call intelligence allows you to pass call conversion and revenue data to your other marketing platforms, from analytics, to bid management, to retargeting, to CRM and marketing automation. All of these systems need to know when a conversion happens offline for accurate reporting and to help determine the next best action.

So now you know the basics of call intelligence. If you want to dive a little deeper, here’s a video explaining how digital marketing geniuses just like you are using call intelligence today.

Ari Echt

Posted by Ari Echt

Ari has a hybrid background spanning both digital marketing and traditional advertising. He is a Certified Marketo Expert, and long-ago Google Adwords Certified Professional. He spent the last 8 years doing digital marketing for SaaS companies. Prior to that, Ari spent 10 years as a copywriter for many of the Mad Men agencies (BBDO, McCann Erickson, Young & Rubicam), as well as some really cool boutique ad agencies including DGWB and Crispin Porter & Bogusky.