Call Track & React

Infinity Call Tracking for Google Analytics

Call tracking serves a very necessary and important role within paid online marketing campaigns. Most organizations depend heavily on inbound leads and call tracking will give a new level of insight to help maximize return on investments. One obvious reason that call tracking is important to organizations that it allows business to clearly attribute a lead source. The attribution is also not strictly subject to the platform the lead was generated from, but can also be the device etc. There are many statistics generated by studies across the globe highlighting the affect mobility is having in marketing. Call tracking is very important in this movement because by tracking appropriately it can have huge impact on revenue associated with these calls. According to Search Engine Watch’s recent survey findings, 63 percent now using multiple devices to find a local business (Lee, 2014). The looming question over organizations is not the volume in the people using mobile platforms, but if the proper percentage of conversions are taking place. 

A staggering four out of five searches via mobile devices lead to a purchase, often within a few hours, the survey said. Compared with other devices, the mobile phone showed the highest conversion rate, with nearly 80 percent of mobile phone searches ending in a purchase (Lee, 2014). All that to say that an organization needs to be capitalizing on the inbound calls and having a very clear picture of where they are coming from. 

Many organizations are not properly analyzing/understanding the sources of their inbound leads which does not lend to investing in the proper areas. Back in the day the phone book was extremely valuable as a lead generation tool because businesses were listed by category. This medium had its limitations in that it was very difficult to realize where the lead had come from. From a business owner perspective it makes you almost timid to remove the investment in the yellow pages because you didn’t know if the inbound call that turned into a sale came from the drive by billboard on the interstate, the listing in the local newspaper or the yellow pages. Now obviously times have changed and the phonebook is no longer relevant so why would organizations not be capitalizing on call tracking to learn of the source. 

The guessing game is no longer acceptable in today’s fast pace marketing environment. After researching several of Google’s application partners, I found Infinity Call Tracking to be a very effective solution. The organization is based out of the UK, but is available across the globe (Infinity, 2011). The cloud based application focuses primarily on a seamless integration into Google Analytics and the ability to transmit real time voice data. This data will provide businesses with key performance indicators to ensure that paid advertising campaigns are being optimized. 

The overview of the solution includes the following: 

1. Infinity Call Tracking will send phone call data into Google Analytics and report custom metrics such as length, It will not only send phone call data into GA but also custom dimensions about the call, like length, rating or your own customized filters passed through from the web property (Infinity, 2011). 

2. Infinity Call Tracking will note unique and returning site visitors and assign a unique phone number to each session. This allows for visitors to be tagged when they land and then sending that behavior of the visit to Google Analytics in real time (Infinity, 2011). Because Infinity Call Tracking assigns each visitor a unique ID it can be tracked back and linked to an existing campaign or ad group. This is extremely valuable for marketers as it allows them insight into which campaigns are generating leads and which ones to pull the plug on. 

3. What I find to be one of the most valuable tools is the call leads by source functionality. This can give valuable insight into exactly which keywords that visitors are searching to get to the site. It can also integrate with existing goals and report on all of the items we discussed in last week’s assignment. A similar functionality is the call leads by page which gives insight into the different sessions and how which domain or subdomain they landed on the site from (Infinity, 2011). 

4. Infinity also comes with a gui interface that reports on the general metrics being collected. It can be run within Google Analytics and can provide a unique look at what is being measured. 

Over and over again we have discussed that data is worthless if it cannot be effectively transferred into strategic direction and executables within an organization. A tool that I feel best bridges this gap within Infinity Call Tracking is the integration with customer relationship management tools like Sales Force. This can be extremely useful for organizations that are measuring effectiveness of a campaign on inbound calls to close ratio. The integration piece delivers real time insight into sales teams of exactly what the caller was viewing on the web page before giving a call to the listen number (Cloud, 2016). It also shows if someone was looking and then did not call back. As you can imagine, this gives marketing professionals incredible insight and the ability to draw conclusions based on visitor behavior (Cloud, 2016). It would allow an organization to be able to edit content on a page if not enough people were calling in, or altering the aesthetics of the page to make the process of getting more information or calling a sales rep easier. 

The secret sauce is the automation and directing sales forces to increased efficiencies. When an inbound call occurs, the operator is presented with either the existing Salesforce record relating to the caller, or the most recent interactions of the caller if they’ve never called your business before that they can then use to create a new lead (Cloud, 2016). This is incredibly powerful and can lead to a unique competitive advantage driving new revenue, higher conversion rate and optimization of campaigns. 

References: 

1. 1. Yaro, B. Accessed November 14, 2016. Lever Interactive. Retrieved from: http://www.leverinteractive.com/why-call-tracking-is-so-important/
2. 2. Lee, J. (April, 2014) 80% of Local Searches on Mobile Phones Convert. Retrieved from: https://searchenginewatch.com/sew/study/2339085/80-of-local-searches-on-mobile-phones-convert-study
3. 3. Infinity Tracking. (October, 2011) Infinity Call Tracking for Google Analytics. Retrieved from: https://www.google.com/analytics/partners/company/6215774515494912/gadp/5629499534213120/app/5707702298738688/listing/5685265389584384
4. 4. Infinity Cloud. Accessed November 14, 2016. Caller Insight for Sales Force. Retrieved from: https://www.infinitycloud.com/call-tracking/caller-insight