The quest for joined up marketing is hard enough, attributing ROI to disparate marketing channels nigh on impossible but help could be at hand with the launch of a call intelligence platform which it is claimed allows users to see the exact value of each inbound customer call and attribute it to the marketing source.
ResponseTap claims that its new Smart Match tool will propel the use of data to optimise campaigns for both in-house marketers and marketing agencies, as well as allow agencies with call-centric clients to report on exact ROI.
Historically, to connect call revenue to marketing activity required contact centre agents to manually key values into a separate system, or use an integration to their CRM system.
Using Smart Match, marketers could attribute the phone call sale to every marketing touchpoint that happened before the call.
ResponseTap vice-president of marketing Nick Ashmore said: “Smart Match is the missing piece of the reporting puzzle for marketers. Not only can you optimise campaigns based on how many calls each campaign generated, but you can tailor your approach based on the revenue or profit generated. It’s simple using Smart Match to discover the sources that drive your highest value phone sales.
“In some particularly call centric industries, such as travel, automotive and financial services, understanding the journey that a customer takes before they pick up the phone is invaluable to attributing marketing spend accurately and increasing sales.
“Our first customers to use Smart Match have seen incredible results, with one customer reporting over ten hours of team time being saved each week by removing the need to manually upload call data. That, and the ability to so easily attach values to every call so that campaigns can be optimised, is ground-breaking for our customers.”
Cruise 1st has become an early adopter of the tool. The brand’s global head of digital Simon Hoe said of Smart Match: “Being able to track the lead source and then assign a revenue and margin value has been a major breakthrough for us.”
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