When the customer journey is 100% digital, everything is measurable, from the number of clicks to the number of conversions. Unfortunately, as soon as a sale is made over the phone, follow-up is lost. The good news is there are solutions Accurately track return on investment of phone calls generated by your marketing campaigns. Let’s see it together….
- You invest in online and offline marketing but don’t know how many phone calls are generated for each campaign.
- Telephone contacts are part of your strategy but you cannot determine the cost of an actual marketing contact.
- You generate leads over the phone and you want to understand the reachability of your salespeople.
If any of these issues concern you, it’s time to implement a call tracking solution.
dexum Have a Call Tracking Solution that we had the opportunity to discover during a presentation. it allowsAnalyze phone calls from marketing campaigns And thus measure their effectiveness. This tool generates virtual tracking numbers for each of your campaigns to better understand your return on investment.
In practice, you will be able to generate as many numbers as you want. This is how you measure the impact of each of your media: Google My Business, Google Ads, Facebook Ads, Spot TV, Insert in a Magazine… Each of these unique issues is redirected to your historical issue.
This way you will be able to track the amount of calls generated by each of your sources.
Dexum offers two types of call tracking:
- Static: One number per campaign.
- Dynamic: In this case the system generates numbers automatically according to certain parameters. To get accurate details based on the source of traffic or even visitor session, for example keyword by keyword for your search marketing campaigns.
In the dynamic version, the system identifies the source and automatically replaces the number that appears on your page.
Everything is customizable, you can add custom fields to track what you want (example: a car manufacturer can track the brands requested and get a report by brand).
During telephone redirection, the sales representative will be able to retrieve the user’s original data. That way, he’ll be able to know, in an instant, whether what he has on the phone likely comes from a Google, Facebook ad, an email campaign. Or that person comes from the “Open Days” campaign…
The tool also provides an audio library (messages, music on hold) and easily integrates with your CRM (including Salesforce and HubSpot) and Google Analytics.
Integration with Google Analytics makes it possible to track objectives such as: dropouts, call duration, personalized fields, etc. For example, I can track calls that last for more than 3 minutes.
For automation fans, Dexum also has a webhook system to automate certain tasks with Zapier. Example: Creating a Google Docs file with all incoming calls…
As you can imagine, the tool also provides reports to track a whole bunch of statistics to measure the effectiveness of your campaigns.
We can monitor, for example, peak hours, number of calls per day, dropout rate by hours… In practice, we can customize our sales representatives’ plan for this. Example: You realize that your meeting at the beginning of the week results in most missed calls on Monday morning, so you need to change the meeting time to optimize sales performance.
You can track call history and even be able to track page views on your site before the call. This makes it possible to see the content performing well on the site.
Dexum makes it possible to closely track the telephone results of your marketing campaigns. And the icing on the cake, the interface is intuitive and everything is easy to configure.
Dexem will allow you to optimize your acquisition costs thanks to a better analysis of your benefits. Thus Paritel was able to reduce its acquisition cost by 20% thanks to this call tracking system.
The tool can be trialled free of charge with 5 issues for 30 days, after which a subscription is offered at €29 per month. You can also request a demo on the Dexem website.
For more information see the Dexum website.
Article written in collaboration with Dexum