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The benefit of integrating call data into broader marketing measurement

This article was based on the interview with Ryan Johnson of CallRail by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Integrating phone call data for marketing is an essential strategy for businesses looking to optimize their marketing campaigns and improve customer satisfaction. In the podcast interview, Greg and Ryan highlight the importance of incorporating phone call conversations and key details into the overall marketing and communications mix.

Traditionally, marketers tend to focus on digital channels such as email and websites when integrating data into their marketing strategies. However, the speakers emphasize that valuable data can also be found in phone call conversations, and it is crucial to integrate this information with the right platforms.

The speakers acknowledge that even large companies sometimes overlook the potential of call data and fail to integrate it effectively. They argue that there is a wealth of valuable information that can be derived from phone calls, and it is relatively easy to obtain this data. While digital marketers may prioritize integrating data from channels like social media traffic, they should not neglect the insights that can be gained from phone calls.

To improve how businesses handle customer phone calls as part of their marketing and communications mix, the speakers recommend starting with the basics. This could involve recording and transcribing calls to gain a summary of the conversation and better understand customer needs. Additionally, tracking metrics such as answer rate and call duration can provide insights into the quality of leads generated through phone calls.

The speakers also suggest experimenting with specific channels, such as Google My Business or other networks where a business’s information is available. By tracking the effectiveness of these channels in generating phone calls, businesses can optimize their marketing efforts and improve overall customer engagement.

Furthermore, the speakers advise marketers not to overwhelm themselves by trying to tackle everything at once. Instead, they recommend starting small and gradually building upon initial successes. By taking this approach, marketers can become more comfortable with integrating call data and quickly realize its value. This will enable them to implement more sophisticated strategies to enhance how customer phone calls are handled and how marketing is optimized.

Integrating call data for marketing is a crucial aspect of any marketing strategy. By incorporating insights from phone call conversations and key details into marketing campaigns, businesses can gain a deeper understanding of customer needs and preferences. This, in turn, allows for more personalized and effective marketing efforts, ultimately leading to increased customer satisfaction and business growth.

House of the Customer by Greg Kihlström