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Call Tracking Technology Needs to Grow
UpLegacy technology fails to support omnichannel strategies says new report LONDON, February 12, 2015 /PRNewswire/ -- ResponseTap, the Call-based Marketing Automation company, today has announced a call to action for organizations across the US to review their existing call tracking technology. US Businesses are striving to deliver superior customer experiences in an increasingly omnichannel world, and the need to connect the online channel with the offline phone call is even more important in the drive to increase brand advocacy. Research shows that by integrating online and offline customer experiences, contact centers can gain a 20% or more increase in conversions and average order values. Traditional Call tracking, which is used to track telephone conversions resulting from marketing campaigns, is lagging behind in supporting this omnichannel approach. Originating from simple campaign-level tracking, where a phone number is assigned to a campaign, traditional call tracking has evolved to simple keyword or session based analysis (essentially looking at conversions based upon the last click of a customer journey). These legacy approaches neither deliver a true indication of marketing effectiveness nor can the insight be used to improve the customer experience as the customer moves from online to offline. "On its own, call tracking fails miserably at connecting the offline and online customer journey, which is why it's no longer fit for the omnichannel age," said Bhavesh Vaghela, ResponseTap's Chief Marketing Officer. "In order to support an omnichannel strategy, Call tracking has to provide more granular insights on the entire digital footprint leading up to, during and post the phone call. By connecting the full online visitor journey with the phone call, brands can decide how best to handle the call and thus improve the overall experience." To help businesses navigate the existing call tracking technology landscape, ResponseTap's Call-based Marketing Automation Maturity Model has been launched to help businesses bridge the gap and adapt to the ever-efficient needs in this modern omnichannel world. The ResponseTap Model maps the evolution of call tracking technology and provides insights for digital marketers to enable them to benefit from data on the entire customer journey - reducing CPA's by 30-50% while improving call conversions, average order values and customer advocacy. The Maturity Model is featured in ResponseTap's eBook '5 Paths to a Profitable Customer Journey', which was released in February 2015 in partnership with Direct Marketing News.: https://www.responsetap.com/5-paths-US/ About ResponseTap ResponseTap Call-based Marketing Automation takes call tracking to another level and amplifies the depth and breadth of data across the end-to-end customer journey creating relevance and insight at every click. The addition of the telephone call to your online metrics lets you see the whole journey, adding valuable sales attribution back to marketing while improving the overall customer experience. Over 1,600 brands use ResponseTap - including AON, Hiscox, TUI and Today's Business.https://www.responsetap.com/us
SOURCE ResponseTap Limited
