Call analytics data provides a unified view of the customer

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 16, 2019, 10:19 AM UTC

Analysing inbound calls also helps improve online/offline channel attribution.

This article lists some benefits of using an enterprise call analytics platform. Call analytics allows businesses to establish a relationship between online and offline marketing channels. This leads companies to be more efficient in marketing resource allocation and improving the effectiveness of sales staff.

Call analytics helps improve the online/offline channel attribution. It does so as it uses DNI to track inbound calls to their source. This helps establish a link between inbound calls and online search, display, social or email campaigns.

Accurate attribution allows for more efficient marketing resource budget allocation. It also helps provide a unified customer view when call analytics data is combined with CRM, martech systems, marketing automation and more.

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