Why Call Tracking is an Important Tool for Agencies

April 13, 2018 | Marija Sekularac

You might get confused at first at how call tracking relates to marketing and advertising agencies. After all, agencies exist outside the client company and have nothing at all to do with their operations. They aren’t involved in what happens on the contact center floor. Why would you care what kind of software the client uses to manage their operations?

Call tracking is one of the most important tools an agency has at their disposal. It’s a marketing tool for agencies to track campaign success, obtain customer insights and drive strategic and tactical change.

Here’s a closer look at how call tracking accomplishes all this:

Track advertising campaign success

Phone calls are traditionally an offline channel, and as such, are historically a blind spot when it comes to metrics. Fast forward, and modern agencies are using call tracking to remove that blind spot. At a basic level, call tracking generates a series of unique phone numbers, each associated with the data you need – campaigns, demographics, and even neighborhoods (if you’re doing a direct mail campaign for example). 

These unique numbers make it easy for call centers to identify the marketing efforts resulting in calls, and more importantly, sales.

That ability to measure the impact of ads on conversions and sales means no more underestimating campaign success!

Collect customer insights

Curious what a customer thinks? Then ask them a few questions if you already have them on the phone.

The best call tracking solutions integrate with Customer Relationship Management (CRM) platforms (i.e. HubSpot) so contact center agents immediately see the customer’s marketing history (how and when they’ve encountered the brand in the past), while being able to update the CRM with information. Knowing more about the customer makes it possible to create more targeted and more valuable experiences for your client.

Drive strategic and tactical change

With call tracking data completing the attribution picture, you are now armed with information to answer hard questions: Should you and the client shift focus to a different demographic? Do you need to change the voice or wording of the ad? Is the value being clearly presented to callers?

All these answers affect the next version of whatever marketing assets you’re using and can even change overall strategic direction. It allows you, the agency, to stay agile and adjust client marketing strategies with each new insight.

For more information on how call tracking assists marketing and advertising agencies, visit https://try.retreaver.com/