Posted on 7th March 2017 by kelvin in Analytics


If you’re a digital marketer, call intelligence might be the last thing you want to think about. After all, with so much paid search data at your fingertips, there’s already enough insight to triangulate, in a bid to optimise campaign spend and conversions.

But call intelligence isn’t a standalone tool – nor should it pose a headache. It ought to have an integral role in your marketing tech stack. Because, if you can understand what has made the phone ring, this will inform paid search strategies – down to a keyword level – moving forward.

This conversion blindspot is the topic of a session that will be delivered by ResponseTap’s Oyin Bamgbose, at Brighton SEO. It is also a subject we’ll delve into in more detail, in the event’s on-site newspaper.

But there’s also another dimension to this debate. Because marketers shouldn’t just strive to understand the catalyst for the phone call – they should aim to glean the outcome of the call too.

And this is where call intelligence becomes even more exciting. If the impact of a call can be analysed in terms of revenue generated (or another important metric), the marketer can attribute even more value to their digital marketing activities.

The question of course, is how to measure the outcome. It’s unrealistic to expect the call handler to manually record the conclusion of every conversation. That’s why we enable contact centres to directly integrate ResponseTap with their eCRM systems, so that an automated process can input the value.

But tech is evolving at such a pace that there will soon be even more functionality available to marketers.

At present, the majority of people consider speech analytics as little more than a buzz term. This is largely because the market is still in its relative infancy, and the technology is far from perfect. Accents and local dialects still cause confusion for example, which is far from ideal.

But as developers iterate speech analytics programmes and the capabilities become more sophisticated, this tool will undoubtedly present further opportunities for the call intelligence space. If calls can be transcribed in real time, for instance, and the value/outcome of the conversation can be extracted, this presents an even more intuitive way to enhance marketers’ big data sets.

Is the technology ready just yet? Perhaps not. But this is certainly the direction of travel for call intelligence, which will solve marketers’ biggest pain point of all – not just deducing which of their activities made the phone ring, but what impact that activity then had on their organisations’ bottom line.

This article by Kelvin Newman was posted on 7th March 2017

Kelvin Newman is the Founder of Rough Agenda, a company that arranges specialist digital marketing events including BrightonSEO. In 2014 Kelvin was voted by econsultancy as the most influential individual in digital and in 2013 won the Search Personality award at the UK Search Awards.

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