One of the most important aspects of your business is your marketing, and therefore, an equally essential component should be your marketing analytics tools.

In order to incorporate marketing analytics effectively, it’s vital you know what it is, what tools you should implement, and how they can boost your business.

Read on to find the answers to these crucial questions.

What is marketing analytics?

Marketing analytics involves you receiving a variety of important data on your marketing performance, where you can analyse various aspects across every activity, channel, and campaign in your business.

Different analytics will provide insight into different areas of your marketing, and this all depends on what tools you choose to incorporate.

Marketing analytics are essential, since the more accuracy and clarity you have over your marketing performance, the easier it is to implement the most effective strategies for improvement.

What is call tracking software?

Among the many marketing analytics tools available, one of the best to include in your business is call tracking software – we recommend an expert provider, such as Mediahawk’s marketing analytics tools, for example.

This advanced tool allows you to track every customer call across your business, and offers you detailed information on every interaction.

This data can come in many forms, including things such as – caller area code, ring duration, caller phone number, abandonment rate, and whether the call was answered or not – among many more.

As well as this, the software can give you access to a range of useful metrics, to help you thoroughly analyse customer engagement across your business. This can include things like:

  • The marketing sources that your calls originate from – The software uses dynamic phone numbers to help you trace the exact journeys of customers who call you. This means you’ll see every touchpoint they visited before, during, and after the call. For instance, you’ll see how many customers clicked a link on your Facebook page and then called.
  • The various activities that deliver inbound enquiries – Each time you receive an inbound enquiry from a customer, you can use the software to trace every activity they visited before reaching this point.
  • Calls from your Google Business Profile – With the use of static phone numbers, you can accurately track the number of calls you receive from your Google Business Profile.
  • Highly granular data for your website visits – You can assign Urchin Traffic Monitor (UTM) tags to your URLs, and this will allow the software to provide more granular data for your website visits. This includes every activity, channel, and campaign a customer funnels down before visiting your site.

How can call tracking help propel your business?

There are many different ways call tracking can elevate your business, including things such as:

  • Enhancing your PPC performance

Call tracking software can help you significantly boost the engagement you receive from your pay-per-click (PPC) ads.

Using the software’s insights, you can see how many leads and sales are generated from every ad in your marketing, including customers who are funnelled down to a point of sale, or who make a call, for example.

This way, you’ll know which of your PPC ads are more valuable to your business, and thus, you can invest more in these activities and withdraw budget from your less successful ones.

This will result in a higher number of engaging PPC ads, and better cost-efficiency for your overall strategy.

  • Implementing speech analytics

Call tracking can also help improve your business with the use of speech analytics.

This feature will help you establish a range of keywords which are relevant to your business, and the software will then identify these words if they’re mentioned in any call conversations.

This is an excellent feature for tracking your most valuable leads, and seeing at which point customers are converting to a sale.

For example, if you identify a customer who uses keywords that highlight their interest in purchasing, you can trace their journey to see at which point they converted to a lead, or made their call.

When it comes to marketing analytics, no tool can help you refine and develop your business quite like call tracking.