Home Business Insights & Advice The importance of using marketing analytics today

The importance of using marketing analytics today

by Sarah Dunsby
24th Jul 23 3:14 pm

As multiple industries become more immersed in the digital world of marketing, businesses need to ensure their approach is optimised in the right way, for maximum results.

Therefore, one of the most important things to incorporate within your business is marketing analytics tools.

In this article, we’ll help you understand how one particular analytics tool – call tracking – works, and why it can be essential for your business.

Read on to find out more.

How does call tracking software work?

Call tracking software is an advanced analytics tool that provides your business with expert tracking for customer calls and detailed insights for your marketing.

The software allows you to trace every caller through the various touchpoints they visited in their journey, to get to the point of calling you. This can include the very first interaction, the point of conversion, and even the touchpoints visited after they called.

This is achieved by using a dynamic number insertion on your website, which assigns a unique phone number to each visitor. The software can then provide detailed analytics surrounding the specific journeys of each caller, and trace the specific activities, campaigns, and channels they funnelled down.

The insights you can access with your platform can include things such as the number of leads and sales generated from each campaign, the effectiveness of your landing page, important keywords searched for in your paid ads, and much more.

If you want to have a more accurate picture of customer engagement across different areas in your marketing, then call tracking is one of the most useful tools you can implement.

Why is call tracking important for your business?

Using call tracking in your business can be important for many reasons, such as:

Providing optimal visibility

Call tracking can help provide full visibility over your marketing performance and offer an in-depth understanding of your campaign engagement, for each and every campaign you run.

The software can show you how effective each area of your marketing is at driving calls for your business, and those that may require tweaking and improving. For instance, this might reveal that your social media channels are the most successful source of conversions.

As well as this, you can gain detailed insights that further dissect your campaigns, such as seeing your return on investment to help reveal the true value of each campaign.

With this extensive visibility, you can begin creating data-driven strategies to improve your marketing.

Maximising brand awareness

Another main benefit of call tracking is that it can help you maximise your online presence and brand awareness.

The software can show you the specific channels which are receiving the most traffic and conversions. You can then use this to focus your new campaigns in these more effective areas – such as your pay-per-click (PPC) ads, for example. If you are exploring PPC, it’s important to ensure that you are accessing all the relevant data. You can do this by managing Google consent mode setting in Google Ads.

Also, you can use things such as identifying keywords searched to reach your paid ad to help you insert the right keywords into your website content, in turn, ranking higher in search engine results pages (SERPs) – thus creating more visibility.

Reducing marketing costs

In the digital marketing world, cost efficiency is key, and call tracking can help you significantly reduce marketing costs.

This is because you’ll have a clear overview of the campaigns driving the most leads and sales, as well as those which aren’t providing much value.

As a result, you can then divide your marketing budget more accurately by investing in the successful activities, and removing resources from your underperforming areas.

This can lead to a higher return on investment from your effective campaigns and help avoid wasted spend with your failing activities. Also, you can end up with a much lower cost per lead for your marketing.

To start navigating the digital world of today more effectively and bring new life to your marketing efforts, incorporate expert call tracking software into your business.

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