subject: Call Tracking - You Can't Manage What You Don't Measure [print this page] Call Tracking - You Can't Manage What You Don't Measure
For a new product launch, you've planned the perfect advertising campaign which, of course, also includes an online component. Your CEO wants to know how you plan to track caller/web inquiries. In the past, not every caller would disclose their location or where they heard about your company. Call tracking technology has helped improve this market reporting obstacle. Tell your boss you already have a great strategy by establishing call tracking for all of your advertisements.
Whether you are tracking responses to a print ad, radio/TV spot or inquiries from the internet, this system can collect the specific data for reach analysis. Successful campaigns are easily distinguished from those less worthy. A cost-per-lead can be determined and you can stop wasting money in the future by eliminating the ineffective promotions. These call analytics are displayed on a private webpage for authorized persons to review.
Most call tracking products work with your existing phone system or website. Hosted phone numbers are also an excellent way to establish a trail for gathering valuable information. With print TV and radio mediums, each ad is given a unique phone number where it can be traced and documented. Without error, you will know where the consumer saw the ad without having to ask them.
Historically, obtaining several local or toll-free phone numbers to achieve the same kind of results could be very costly and time consuming. The premise isn't a new one, but its approach is now more efficient and cost effective than ever, making it feasible for even the smallest business.
Web analytics tells you how the online consumer found you. This tool is able to report on what internet pages of your website they read and how long they resided there. Lost sales opportunities can be identified so that something can be done to reduce the problem. But what happens when they pick up the phone? Why can't you trace calls back to the referral source with the same accuracy? With tools like Dynamic Number Replacement, you can!
Advertising is critical to the success of any business. Knowing which promotional efforts are worthy in terms of profitability has long been a stumbling block for marketing executives. This is known as performance marketing. Eliminate the fat in your advertising and save dollars with call tracking analytics. Not to mention, you can impress your boss by managing what you CAN measure.
