Web analytics and call analytics have a lot in common. Both collect, measure and analyze data on who contacted you, what they are interested in and even what got them to use this channel. Where they differ is that recordings are a lot more difficult to parse than digital data, making call analytics expensive to use for enterprises. However, technological improvements have made it much more accessible for businesses of all sizes.
Call analytics is essential for improving marketing, developing sales leads and proving ROI. It provides data on which channels are driving phone calls and which keywords are generating the most leads. It can also track and analyze sales calls to identify the most effective tactics and areas for improvement. The data can be integrated with other analytics solutions, helping with ad spend and targeting.
Not only does call analytics provide valuable insights, it can also help to improve customer experience. For example, it can highlight any problems with a call tree that is leaving customers in silence. This can increase ROI significantly by allowing people to reach someone faster.
Whether a business should consider using a call analytics platform depends on its call volume. Smaller businesses may not need one, but technological improvements have made them accessible for any size business.
Originally reported by Martech: https://martech.org/how-call-analytics-is-helping-smbs-improve-marketing-and-sales/
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