The Difference Between Call Tracking And Call Intelligence

call intelligence

Click-to-call has changed how we approach customer phone calls, they are more than just a conversation, these interactions contain data that when applied right can add specificity to every move marketing teams make.

Call tracking and call intelligence are the most robust tools in marketers kits. If call intelligence is the engine, call tracking is the fuel that helps it run.

Call Tracking

Call tracking is the technology which allows companies to identify the digital marketing source of the call. It does this by using either dynamic or static call tracking. The first dynamically swaps numbers available to an individual user every time the website loads. There are a few different kinds of dynamic call tracking, user-level and, campaign and channel based tracking.


This type of tracking focuses on grabbing data specifically from a marketing channel such as AdWords or traffic (organic and paid).


Tracking down to the individual user session collects engagement data that is unique to one person.


Campaign based tracking uses tools like a tracking URL to follow the progress of each individual marketing campaign.

Static numbers are fixed phone numbers without dynamic properties meaning they can’t be changed for each user. Despite being fixed, these numbers are still trackable and mostly used for print advertising.

Call Intelligence

After the information is collected by call tracking, intelligent processes make sense of these groups, clarifying customer behaviour for both sales and marketing teams so that they can optimise future campaigns.


Using an automated, intelligent system means plugging call data into multiple features that can enhance the call experience significantly. Examples include call routing which uses call data and CRM interfaces to match customers with the right agents. Personalised actions can also determine whether a simple query is worth being routed to a physical agent, this is where self service can be useful for store hours and quick payments.

Omnichannel abilities

The concept of Omnichannel is about keeping the brand story on track, when a customer calls the brand journey created online can fall to the wayside, due to lack of training or shoddy online to offline handover – usually, because the data isn’t being utilised the way it should be. With additional channels offered by contact centres, call intelligence features can grab data from any, helping marketers understand which channels are driving the most calls.

For more insight into call tracking, click here.

What Is Call Whisper And Why Do You Need It?

call whisper

Whisper messaging or Call Whisper is a customisable feature found in cloud communication software. Whispers are voice messages played at the beginning of a customer call. It can lay out a quick caller context for the agent so that they are able to immediately address the issue at hand, it can also indicate what kind of device someone is calling from, i.e. mobile or landline. On the caller side, it eliminates the need for a series of repeated questions and frustration.

Why we like it

Using a whisper feature is an intelligent way of keeping connected to callers and is an added method used to measure the impact of campaigns. Whisper messages are connected to call tracking software and can identify the caller, the campaign they arrived from and any other relevant information before speaking to an agent. This helps agents significantly because it can prioritise calls based on this context.

Who it works well for

Any company running a large number of campaigns that need to prove ROI. A good example of this is the marketplace model, proving to marketplace partners that a call came to them due to marketplace advertising can be difficult.

A call whisper can be set up to help prove to partners that the marketplace they are selling through is driving calls to them and creating value.

How does it work?

With Freespee, adding whisper to your setup is as follows:

  1. Start by opening a ticket letting us know that you want to add a whisper. How to create a ticket?
  2. Attach the sound file to this ticket. Please note that the format of the sound file should be 8000hz mono uncompressed WAV 16-bit.
  3. We will also need to know if you want the message to be played for the person calling or the person answering the call.
  4. Finally let us know if you’d like the whisper to be played on all numbers, static and dynamic or if you only want them to be played on selected static numbers. What is a Source?
  5. Send us the ticket. Please note that unless anything else is agreed Freespee will invoice the standard hourly fee for ongoing changes. Estimated work time for administration and implementation of a whisper message is 1 hour.
  6. We will get back to you as soon as the whisper message is added to your account.

Why Call Data Can Answer Your Lead To Prospect Problem

lead to prospect

Sales and marketing terminology is an ever-evolving organism. Some of the most commonly used words are those that make up the buying cycle. Terms such as lead, prospect and customer tend to be company specific, often marketing and sales team differ completely in their individual definitions. However, an indisputable takeaway is that a lead comes before a prospect – which can also be considered a sales qualified lead. The real challenge lies in the qualification process. 

According to AeroLeads, “The one main similarity between a lead and a prospect is that both haven’t shown any interest in buying.”

Yet, there are differing opinions when it comes to deciding when a lead is ready to become a prospect who is ready to buy.

The best place to start is to automate the lead generation process and create ideal criteria for both lead and prospect using the most accurate data you can gather. According to the Ascend2 study, “35 per cent of those surveyed said the biggest barrier to lead generation success is the lack of quality data.”

Where can you source accuracy?

Calls. Real-time call data is proven to be more reliable than any other channel and can speed up the lead to prospect journey. Let’s break it down.

Leads are traditionally defined as potential customers who have problems a brand can solve and improve. Providing a relevant and exciting experience in order to turn leads into prospects can be helped by positively responding to patterns of behaviour and most of all pain points. 

Call data metrics provide stats for call volume, calls missed, time of day, geolocation and sites visited – all important information needed to better understand the journey. Cumulatively, these paint a picture of how leads are entering the brand realm and most of all why they fail to become a prospect. If an inbound campaign is working and bringing in call enquiries or website views, the call data will reveal this.

In fact, in the automotive sector dealerships gain 50% more leads when tailoring phone numbers to be displayed based on geolocation.

lead to prospectEventually, leads become prospects after just the right amount of nurturing and follow-ups. Hubspot found that “the odds of a lead entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website.

Response time can aid in turning a lead into a prospect then towards conversion, for any business utilising call centres this is a major KPI. Fast response times are vital in the final stage of the purchase journey. If agents aren’t calling back or prioritising high-value calls, the leads fall away and sales are left with little.

Fill in the spaces between lead and prospect with more exact data via calls, start the journey strong and end with a bang.

Learn more here

Via: AeroLeads, Ascend2, Hubspot.

What Customer Data Can Do For Dealerships


The dealership is the final stop on the purchase journey for an automotive customer but the experience usually begins in a third-party environment. Most customers aren’t willing to endure the long purchase process dealerships offer on the ground. A study by Cox Automotive found that dealerships scored a 46% satisfaction rate for how long the final purchase process takes.

“Despite billions spent by OEMs (brands) and dealers on modern showrooms, slick mobile apps, and armies of social media managers, the human element —the last mile of the customer experience—is keeping consumers away from dealerships and crippling the auto industry,” writes Lior Arussy, CEO of Strativity Group for Dealer Marketing Magazine.

Aligning the human workforce with the digital experience comes down to how the scores of customer data streaming in and out of dealership management systems are utilised and how ready sales teams are to use this to their advantage.
Dealerships have a lot on their plate, often one dealer is managing multiple car brands, leads can get lost in the ruckus. At times customers walk in unannounced and dealerships are ill-equipped to meet expectations.

Therefore the human element can be improved by auto brands both acknowledging the needs of an empowered customer and equipping their teams to handle multiple interactions. It’s not just about gut instinct and talent anymore, data is there to be used and the dealerships that fail to modernise will fall behind.

This is where a data-driven (pardon the pun) approach comes in handy. Here are a few ways to apply customer data to improve the dealership experience.

Collect data!

Gauging a potential buyer’s digital context is the first step to a more complete understanding. How did they get there? Was it a dealership group landing page, a PPC ad via Google or a banner ad on a news centre like the Guardian website. Round up the context with the product itself, i.e., the car make and features. When all this data is collected, the context is complete. Customers that call or arrive from online forums are the easiest to track with the right technology, walk-ins can also be recorded into the CRM using registration forms or geofencing.

Profile and segment

After data is organised into profiles, it can be segmented and prioritised. Say one particular caller is interested in a luxury model, they would be placed in a higher value segment due to their increased CPA (cost per acquisition). Prioritising these callers based on aspects such as; location and car brand helps dealerships utilise their time and expertise better, in addition to improving customer experience and pick up rates. This kind of process is important for dealerships that sell more than one car brand because callers are assigned to a specific salesperson who has extensive knowledge of a particular model.

Dealerships Solution

Finally, data doesn’t have to be scary

For dealerships who are wary of the huge undertaking that comes with overhauling a legacy system, there is a silver lining. Integrations! These are useful because they are able to pass incoming data into an existing DMS (dealership management system) and make the process of change less jarring for auto brands and their vendors.

Via: Dealer Marketing Magazine 

Your Inbound Leads Suck And How To Fix Them

inbound leads

Outbound marketing is easy, it’s about the chase, mass emails and cold calls. Inbound leads can be a little more difficult, how do you draw them in? Yet when they do arrive there is a tendency for marketing teams to send the whole gamut down the funnel to sales. This results in frustration from the commercial side of a brand. Wasting time sifting through cold leads to find warm ones isn’t ideal and adds to the miscommunication marketing and sales teams tend to struggle with.

What can be done? It’s down to balancing both the outbound and inbound lead influx, sending qualified leads down the funnel and finding the right technology to do that. Rome wasn’t built in a day but there are platforms out there that can be.

Here’s how.

Qualifying inbound leads

Lead to prospect to customer is the journey of every final sale. It all starts with a qualified lead and for marketing, those are the only ones worth sending to sales teams.

Scoring these leads does not have to be painstaking, use profiling to create a more in-depth impression. Digital profiling collects data from every visitor interaction and creates custom identifiers such as geolocation, clicks, browsing behaviour, etc. When leads do reach out, its easier to determine whether they have the potential to become a customer and to nurture them further until they do.

Using calls

When someone calls to find out about a service, they usually show more interest than a form filler. Phone calls come from those further down the sales process, BIA/Kelsey data, “also indicate that 66 per cent of SMBs (small-medium businesses) consider phone calls the most valuable form of incoming leads.” Use call data to fill the gap in lead management by attributing qualified leads coming from calls to marketing campaigns.

Seeing the big picture

Lead generation in this digital landscape is wide terrain full of multiple campaigns, targeting and relationship building. Consolidating every part of this process to form a clear, long-term strategy is possible with investment in technology that can do the heavy lifting and collaborate easily with a human workforce.

Knowing the best times, locations, industries and audiences to target can save time, money and resources. If your inbound leads suck then make some tweaks to how you approach leads overall and see the results.

Via: BIA/Kelsey

5 Common Mistakes Made When Updating Call Centres

call centre mistakes

In customer-facing businesses, when a prospect decides to call, it’s usually because they are looking for help and an informed voice on the other end. Call centres that can meet these requirements need the software that can keep up with modern expectations. Some companies outsource their call centres, while others are moving towards communication technology that keeps everything in-house. But when updating call centres with new systems, what are major mistakes to look out for?

1.Too hard to implement

Revamping an existing platform that has worked for decades can be harrowing, but sticking with legacy systems can also push a company’s customer service back in time. Finding a middle ground where the new software is easy to learn and makes change seamless is the goal, don’t look for the hottest package on the market and expect miracles. It could all end in tears.

Starting with integrative software is a great way to inch into new territory for brands and their call centre teams. Find programs that act as middlemen – streaming call data into existing CRM systems.

2. Doesn’t remove data silos

The bane of most modern call centres is too many data silos. The latent and real-time caller data that streams into call centres have significant value but it needs to used and not stored for a rainy day. According to My Customer via SAS, “only 23% of companies — less than 1 in 4 — are able to generate real-time insights with customer data.”

The technology is out there with routing, profiling and prioritising capabilities that paints an entire picture of data impact on ROI and company development. Use it.

3. Thinking more IVR means better customer service

Nope. In no way does adding more IVR to a call queue make it better. Customers don’t want to wait to speak to a service representative for ages, it’s a guaranteed way to lose prospects. “At the beginning of a customer service experience, 90 per cent of our respondents want to speak to a live agent,” says The Conversation.

4. No remote option

Modern contact centre software gives agents the opportunity to work remotely. This is helpful when considering the impact of the global community on business development, our borders are definitely blurring. If needed, using agents from all corners of the globe remotely under the umbrella of a unified system can improve personalisation by breaking language barriers. Don’t send a non-English speaking customer to an English speaking agent. Route calls to the right agents wherever they are.

5. Not using the right metrics

Focusing on how every agent is managing a call isn’t always the best use of data. There are multiple signifiers of how to better the call experience. Luckily platforms offer dashboards that reveal the intricate elements of call. Metrics like call through rate, call duration and missed calls can point to more than just a lack of good customer handling, rather how the brand can improve the entire customer journey through better marketing, targeting, and nurturing.

Improving training for agents is always good, but optimising the caller journey can also make an agent’s job a lot easier and more fruitful.

Need more help?

Via: The Conversation, My Customer.

How To Use Call Tracking For Sales and Marketing Alignment

sales and marketing align

Sales and marketing sectors need each other to stay steps ahead of their buyer base. One purpose of marketing is to coerce leads down the funnel quickly until they finally land on a salesperson. Accelerating that process is up to how well these two parties integrate, in order to do this the software stack needs to support both teams.

“A common complaint from marketing is that sales reps are not playing their part in contributing data that is vital to high-quality lead generation, the sales team often complains that marketing is not doing enough to attract the right types of leads that enable high-revenue conversions and long-term opportunities,” writes Internal Results.

Adapting call tracking systems into a tech stack can be a secret weapon for either party. Here’s how:


Call tracking reports contain heaps of useful data for both sales and marketing, all in one place and accessible by both teams. Stats like advertising channels, caller insights, reporting tags, missed calls, geolocation and more provide relevant information that can help marketers manage their ad spend and push leads forward quicker using keyword detection and campaign performance. Meanwhile, sales can better understand the context of every caller, rework their pitches based on new customer information and enable those high-revenue conversions.

Buying cycle visibility

After identifying patterns in how customers interact with a brand in both phone calls and website interactions, sales and marketing teams can explore a common meaning for a “qualified lead.” When this definition is out of balance, a lead whether it is an MQL or SQL is tossed back and forth between sectors until the prospect lags in a longer buying cycle or goes somewhere else. Stopping bottlenecks in their tracks is a goal both sales and marketing teams can agree on. A sign of total alignment is when the buying cycle is short and seamless. Call tracking software can shorten the cycle and offer visibility down to the user-level (in some cases) by plugging tracking data into their sales or CRM system. This can reveal the best response times for phone calls and channels for campaigns.

Closing the loop

A perfect scenario combines these aspects of call tracking technology and creates a closed loop strategy which provides visibility of the entire funnel from start to end for both sales and marketing teams. Sales can communicate with marketing about what worked to close a sale and what didn’t. The technology is there, but there is a perception that its too difficult and time consuming to implement. This isn’t the case, yes the Cloud has increased the number of leads coming in but sales and marketing can combine man and machine easily to create a seamless experience for both.

Want to know more about call tracking? Click here. 

Via: Internal ResultsHubspot

How To Use Call Tracking Reporting To Prove Campaign Success

Call tracking reporting helps prove the momentum of campaigns. There are multiple metrics used to pursue a strategy and close the gap between marketing and sales. According to McKinsey, “customer data must be considered strategic.” What would these call tracking reports look like? When reviewing the ROI of a campaign using calls, there are a few factors to consider.

Did you meet your goals?

Before any campaign launch, strategic goals are set based on KPIs such as; social media impressions, virality, customer satisfaction, mentions and conversions. Determining the source of these measurements and metrics is achieved by following their impact from the beginning of the campaign until the end.

Leads per channel

There are multiple ways to capture leads in this day and age. Proving overall campaign success accurately means accounting for as many as possible. Channels to consider with call tracking mostly fall under the digital category or any location a dynamic or static number can be placed. These include mobile advertising, email, desktop app, Facebook, PPC, print ad, TV advert, etc.

New contacts

Nurturing brand new leads and gaining new customers is an easy way to achieve short-term goals. Both customer retention and acquisition is important to the growth of any business but, showing the increase in customer acquisition based on a campaign is a great indicator of exactly where you are going as a brand.

Calls are a useful way to capture this data. It’s already proven how important calls are to customer acquisition – more and more customers are calling thanks to smartphones. Google Think found that a “majority of respondents would call instead of reach out online because they’re looking to get a quick answer (59%) or talk to a real person (57%).” 

With this in mind, building a report that helps close the marketing and sales gap while also proving the value of every campaign is down to managing your data in real time, leaving no stone unturned. Reporting should be a well used muscle that constantly informs the communication strategy and creates natural brand evolution.

Via: Google Think, McKinsey

How To Set Up Call Tracking In Google Adwords

google adwords

Call tracking in Google AdWords is a match made in heaven, to achieve peak tracking prowess the first thing you need is a Google AdWords account and a few planned campaigns. AdWords call tracking shows how many users called your brand via a PPC ad. It works either by using a call extension number or by using a dynamic phone number. Dynamic phone numbers allow tracking down to the keyword that triggered the call.

Learn more about dynamic phone numbers here

This technology is attractive to digital advertisers because it helps brands understand how their online advertising is driving calls using the dominant Google search engine.

Here’s how you do it:

  1. Sign into your Google AdWords account.
  2. Enable auto-tagging. 
  3. Create analytic goals for calls, this means setting up a process which matches all calls from Google SEM longer than 30 seconds or whatever time frame is chosen.
  4. Import these goals into your AdWords account. Once the goal data becomes available in your AdWords account, any imported conversions data will appear alongside your existing conversion data on a conversions page. All the benefits of conversion tracking in Adwords, such as enhanced CPC (cost-per-click), is applicable here, and here a phone call is a much more relevant goal than, for example, a landing page visit. It’s important to note that this kind of analysis can only be done with dynamic numbers.

google adwords iphone

 A few more Google AdWords features we like…

  • Another feature of tracking with Google AdWords is the click-to-call extension which allows customers to call directly from a PPC advertisement. This offers more ad space within a search result and gives searchers easier access to your brand. It can also increase both click-through rate and call volume.
  • Keyword tracking in Google AdWords monitors the conversions connected to specific keywords in PPC campaigns. This is useful because it tracks the search terms that led to a conversion

The Top 10 Metrics For Call Tracking

call metrics graphic

In this data-driven world, it can be hard to manage the large amounts of customer data streaming in and out of your enterprise. Marketers that bunch call data in with clicks are sorely missing out on a lucrative measurement.

According to BIA/Kelsey, 162 billion calls will be made to businesses by 2019. Luckily technology is on our side and there are now processes that organise and reveal the value of calls. Call tracking is one of these. But when using this system to optimise your marketing and sales strategies, what metrics should stand out most?



1. Number of calls

Starting with the actual number of calls coming in is the first step, this metric determines how many inbound calls are being received. All vital measurements for forecasting which day of the week would be the best to push a particular campaign.

2. Calls duration

This measures the length of a phone call from pick up to the conclusion and is the period when call data is collected. Calculating the average length of inbound calls vs conversions can help determine how long consumers prefer to speak to a representative. Shorter isn’t always better in some cases.

3. Recovered callers

Recovered callers are those that have been brought back after a missed call using abandonment recovery methods such as email and/or SMS.

4. Average page views per caller

These are calculated by dividing page visits by the page views within the same timeframe. One visit contains multiple page views. This metric can reveal how easy the navigation of your website is for a user.

5. Geographic origin

Is the caller nearby? If the business using call tracking is for example – an automotive dealership, acquiring this information can help prioritise leads, since a prospect living in the area can come in for a test drive a lot quicker.

6. Accounts with call traffic

Managing the number of calls coming in versus the number of agents answering is key to preventing an influx of abandoned calls.

7. Top pages leading to calls

Knowing which website pages are leading to phone calls and eventual conversions can not only optimise your SEO strategy but also help allocate those ad funds strategically.

8. Call through rate (per channel)

This focuses on the number of conversions from landing pages and ad impressions versus calls. Calls can come from numerous touchpoints such as; SEM, Google SEO, CRM and direct. It considers interactions prior to the call and after the call is made before landing on an average per channel.

9. Time of day

Time of day metrics show the most active and slowest times of day for call activity. Why is this useful? Implementing time of day into call scheduling and call routing can ensure that there is always someone available to answer or follow up.

10. Drop off per channel

If calls aren’t answered in time, callers will abandon and knowing which channel is producing the most dropped calls can help nip a problem in the bud.

Via: BIA/Kelsey