Marketing ROI without Call Tracking is Like Baseball Stats that Exclude Away Games
By Audrey Trieschman
Posted in Analytics
, Call Tracking
In 2010, Sales Renewal began testing trackable phone numbers to more comprehensively capture and benchmark our lead generation results. We now require them for our clients' sales and marketing programs. If you're a client, you're probably very familiar with our "pitch" about adding trackable phone numbers to your sales and marketing programs.
For good reason. The very first time we implemented phone tracking for a client, our trackable leads jumped by 400%! That’s right, this client's analytics was missing 4 out of every 5 leads our sales and marketing programs were generating. Obviously, this meant that any statistical analysis we did (lead analysis, which programs had the best ROI, etc.) were highly skewed and unrepresentative.
Each client starts with a set of trackable phone numbers for their website and one to use in directories and other non-website, online listings. This allows us to track referral activity in addition to website leads. Other options include toll-free numbers and separate numbers for different marketing campaigns or promotions. The calls to these numbers are integrated with other leads, like webform submits and PPC leads, into our proprietary analytics program, which allows clients to see - in real time - the results.
For a good overview of how a trackable phone system works, we'd also like to point you to a guest post on our site - Call Tracking 101, by our call tracking partner, Mongoose Metrics (now merged with ifbyphone.com). Find out how, by adding call tracking to your set of data tools, you can fill the holes in your data, and gain insights into which online efforts are driving offline calls.
Concerned you aren't accurately benchmarking your sales and marketing programs and are making improper ROI decisions? Sales Renewal can help. Call 508-529-4300 or contact us today.
Originally published October 2013. Updated January 2015.