Wednesday, January 8, 2025
HomeMartechEvery call becomes data. Rich consumer data transforms call analytics.

Every call becomes data. Rich consumer data transforms call analytics.

Rich data is about to transform call analytics in the same way it has enhanced our understanding of online customer behavior. By building detailed profiles for each caller and predicting their purchase intent in real-time, calls become more than just interactions—they become valuable data points.

Caller data provides crucial business intelligence that has long been missing from call analytics, and it will significantly impact how businesses engage with consumers.

The Evolution of Call Tracking

Call tracking has evolved from simply counting calls to offering basic caller details such as phone number, name, and location. While helpful, this information falls short of enabling marketers to segment callers or improving how inbound leads are handled. It also doesn’t empower call center agents to be more relevant and supportive. However, rich caller profiles can achieve all of this and more.

Leveraging Technology to Build Rich Caller Profiles

Recent advancements in call analytics now allow for the collection and aggregation of up-to-date information from multiple data sources. These rich caller profiles can include critical demographic data, purchasing power, and intent indicators. Attributes like income, credit score, homeownership status, education level, and social media profiles are now accessible to marketing and sales teams.

With the power of this extensive data comes the responsibility to collect and use it ethically and legally. Before diving into this wealth of information, ensure your company and its partners strictly adhere to data privacy laws. Just as in online remarketing, it’s possible to come off as intrusive rather than helpful, which is not the way to build customer trust.

The Enduring Value of Calls in Commerce

As commerce becomes increasingly digital, it might seem like phone calls are becoming obsolete, making investment in call-based data unnecessary. However, this is far from the truth. In 2016, two billion people accessed the internet via mobile phones, with 61 percent finding it essential to be able to call a business when making a purchase. The number of callers is expected to grow, with over five billion people relying on mobile phones by 2019.

Enhancing Business Intelligence with Rich Caller Profiles

All revenue-generating teams within a company can benefit from having comprehensive information about the caller when an inbound call is received. Marketers can verify whether they’ve targeted the right demographic, determine the customer’s position in the purchase journey, and optimize advertising in near-real-time. Sales teams can craft strategies to personalize their responses and offers to callers, staying ahead in the push to personalize every customer interaction.

Precision Targeting for Marketers

With only basic caller data, marketers lack the information needed to optimize advertising efforts to reach the ideal target audience. While they can track the number of calls an ad generates and how many of those are leads, they can only guess if they’re reaching the right audience with a high likelihood of conversion.

Rich caller profiles offer a detailed picture that shows how likely callers are to make a purchase. A high number of ideal target customers among your callers signals a successful advertising campaign. Conversely, a lower number of high-intent callers indicates an opportunity to refine the campaign with greater precision, adjust in near-real-time, and improve ROI.

Personalized Call Handling and Offers for Sales Teams

Rich caller profiles provide sales teams with essential information to increase productivity and accuracy both over the phone and in person. With insights like credit score, income, and purchase probability, sales teams can focus on the best leads and enhance the likelihood of a purchase by offering relevant products. These profiles enable sales teams to optimize each customer interaction, boosting lead-to-customer conversion rates.

In our work with clients on new initiatives, we’ve explored numerous use cases where rich caller data helps marketers refine their strategies and sales teams increase their productivity. While each industry and business may have a unique ideal buyer persona, the opportunities to leverage rich data are available to any team looking to improve their bottom line.

Examples of Rich Caller Data in Action

Real Estate: Targeted Advertising to Optimize Marketing

Imagine that as a real estate marketer, you could access not just the source of the call and basic caller details, but also the caller’s income level, pet ownership status, occupation, employment status, and whether they own or rent property.

With such rich data, you can determine in real-time whether your ad for luxury condos in a gated community is reaching your target audience. This analysis helps fine-tune your marketing strategy, allowing for more than just budget shifts toward ads that generate more calls.

Home Services SMB: Prioritizing High-Value Leads

For small business owners, particularly in the home services industry, customizing responses to a caller’s needs is crucial, given their limited resources and time. Access to rich caller profiles during the call can mean the difference between securing a job and losing a valuable lead.

For instance, a contractor who knows the caller’s likelihood to afford their services, homeownership status, and proximity can adjust their bid accordingly and offer options that match the caller’s income level and purchasing power. This information helps contractors decide whether a job will be profitable or not, saving time and optimizing responses.

Automotive: Tailoring Sales Responses to Customer Needs

At a dealership, having access to a caller’s profile can significantly improve sales productivity. For example, knowing that a caller is a 43-year-old man with an annual income of $40,000 and a 60 percent probability of purchasing a car within the next six months allows the sales agent to tailor the conversation.

When a caller expresses interest in a high-end vehicle like a BMW 4-series, the agent can better serve the customer by offering a car within their financial reach, improving the chances of closing the sale. This approach not only meets the customer’s needs but also boosts the dealership’s sales closing rate.

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