Phone calls are more important, and valuable, today than ever before. But for many call-centric businesses, they’re a forgotten channel. In this ebook from Europe’s leading Call Intelligence platform, ResponseTap, discover:
- That despite the best efforts of Google Home and Amazon’s Alexa, human-to-human voice calls are only increasing
- How call tracking has evolved from purely being able to count calls, through to
- That as the complexity of the customer journey increases, full end-to-end attribution is now a reality for call-centric businesses everywhere.
comes of age
How to fill the gap in your
analytics blind spot for
100% marketing attribution
ResponseTap is a leading provider of Call Intelligence, attributing phone calls
to online, offline and mobile marketing campaigns for some of the world’s
biggest brands and global agencies. From bases in New York and the UK,
ResponseTap is shaping the future of call tracking, allowing customers
to optimize campaigns and increase profitability.
Test your music knowledge in this ebook
Spot the phone-based songs in the titles on each page; if you can name every artist,
Tweet us your answers @ResponseTap and we’ll send you a prize…
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It’s your call
Why is call tracking forgotten by
so many call-centric businesses?
Call tracking in its most basic form has existed for
decades. But the development of the technology
has seemed to stagnate in recent years.
Consider how digital marketing has changed
beyond recognition in the past decade. Optimization
techniques for digital campaigns are now on a level
of sophistication that marketers couldn’t imagine
10 years ago.
Tools like Optimizely, HotJar, Qubit and FullStory are
being used to incrementally improve the chances of
customers converting to a sale.
But for 70% of businesses in the US where the phone
call is a conversion point, for some reason the same
level of scrutiny isn’t given to these calls.
Perhaps the low level of sophistication of call tracking
products has prevented businesses from realizing
its importance in the past. Well now call tracking has
Call tracking has come of age
In this ebook we explain:
• That despite the best efforts of Google Home and
Amazon’s Alexa, human-to-human voice calls are
• How call tracking has evolved from purely being
able to count calls, through to outcome tracking
• And that as the complexity of the customer
journey increases, full end-to-end attribution
is now a reality for call-centric businesses
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Fact-checking phoney fake news
And, on the right, look at how much spending in the US is currently influenced by phone calls.
$1 trillion. That’s an Apple and Amazon-sized blind spot in your reporting if these calls aren’t
But despite all this, the role of the phone is undoubtedly changing.
So, to understand more about how phone calls and contact centers will evolve in the coming
years, we commissioned some research to investigate.
Despite naysayers warning that the end of the phone call is nigh,
our research suggests quite the opposite.
Calls to businesses from
smartphones are projected
to reach 162 billion by 2019
Click to call is a key driver.
69% of search users are likely to call
from within mobile search results
Calls convert up to
10 times higher
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The importance of phone calls for businesses today
The research comprised of interviews with contact
center managers, prevalent futurists and Customer
1. The holy grail of the contact center is anticipating
The research found that big global businesses are
actively investing in contact centers that focus on
customer needs and preferences, so engagement
can be more efficient and proactive.
2. The future role of the contact center agent is
expected to be as a specialist consultant
Customers still desire personalized experiences.
A future where inbound calls can be routed to the
best person for the call isn’t far away.
3. People - and human relationships - are not
The human element of a phone call will, according
to our research, always be important. In an age of
review-site overload, verbal reassurance from a
trusted human speaks volumes.
From our findings, it’s clear that organizations
recognize the need to ensure customers feel valued;
voice remains the best way to do this.
• Voice gives organizations personalities,
so they’re not faceless online services
• Complicated queries, complaints or sales
requests are the main opportunity for
voice calls to address
• Organisations also recognise customer
preferences and feel a lot of customers
still want to speak on the phone,
especially in the previously
• Voice adds immediacy in answering
requests that isn’t always guaranteed
from online methods, as well as
professionalism and knowledgeability
• Voice “enhances the experience”
Our research set out to understand how businesses view phone call
interactions today and how this will change in the near future.
This was conducted by Mustard Research in November 2017.
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The importance of phone calls for businesses today
“There was a shift away from voice and now there’s a
shift back to voice because people want to be treated as
individuals. Despite what the press is throwing out there
of the millennial generation not wanting to talk to people,
that’s not necessarily true.
I think millennials more than anyone else value customer
centricity, they want to be treated as an individual.”
CX expert, UK
“Without phone calls, the risk is your organisation
becomes faceless. You just get an email from a shared
mailbox or a text from a group, a number that doesn’t
even exist that you can’t get back to.
A lot of people don’t like that.”
IT expert, UK
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Choose from one of six default
attribution models, to fully understand
which campaigns influenced a sale
Understand and connect every
touchpoint leading up to a call
We maintain our cookies for 12 months,
so you don’t have to worry about
longer sales cycles
Only useful for short sales cycles
The phone number will only remain
active for that session
Last click attribution
If the customer leaves your website
and returns, you’ll lose this tracking
Doesn’t take into account the
customer’s full journey and suggests
the source was direct
At ResponseTap, we offer visitor level call
tracking, which tells you precisely which
campaigns, channels and keywords are
making customers pick up the phone.
Session level call tracking
Session level call tracking gives each
individual visitor to your website their
own phone number, known as
‘dynamic number insertion’.
Campaign level call tracking
Businesses using campaign level call tracking
will buy a pool of phone numbers and assign
each ‘static’ number to a specific campaign
to discover the ads that are driving calls.
Hanging on the Telephone
The evolution of call tracking technology
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How ResponseTap works
Discover how much your keywords are really worth
Back to website direct
Dial the unique
With ResponseTap, as soon as someone lands on
your website you can trace all subsequent visits
and calls back to that initial visit; you can see the
whole customer journey. First click, right through
to last click and every click in between.
So, if someone clicks through to your website from
a PPC ad, leaves, comes back two days later via
a social campaign and then calls from the number
uniquely displayed to them on your website, the
call will be attributed to both the PPC ad as the
first click and the social campaign as the last click.
If they visited numerous times in between, those
visits would also be tracked.
In fact, with ResponseTap, because we pass our
call data into Google Analytics and other 3rd
party platforms such as bid management tools,
it’s still possible to attribute calls to specific
keywords and manage those bids accordingly.
And we maintain our cookies for 12 months.
This means you don’t have to worry about
longer sales cycles and customer journeys;
we capture it all.
And now you can track call outcomes too,
with Smart Match.
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Meet Smart Match
When you activate Smart Match in ResponseTap, you can add call outcomes to your
reports and easily discover which marketing sources are driving your highest value
phone sales. This means you can optimize campaigns based on revenue or profit
generated from each campaign and report an accurate ROI.
All you need to do is upload a csv or Excel sales report. Then our Smart Match
algorithm matches your report outcomes to the call, showing which marketing
activity has driven revenue, or resulted in other customizable outcomes, such
as appointments booked or enquiries received.
Now you can easily link which marketing activity
drives the most valuable calls
How it works
“Being able to track the lead source and then assign a revenue
and margin value has been a major breakthrough for us”
Simon Hoe, Global Head of Digital Marketing, Cruise1st
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Call on me
Don’t just take our word for it
“ResponseTap provides granular
data across our marketing
channels which enables us
to optimize marketing spend,
performance and return.”
“Being able to track every
phone call, attribute spend and
optimize accordingly is crucial
to our business.”
“The visitor touchpoints report is
incredibly powerful as it enables
us to see how users interact with
our site and understand trigger
points for phone calls.”
“ResponseTap has been
fundamental to our marketing
success over the past 2 years.
The visibility we have of how
patients find and engage with us
has changed the way we market
and significantly improved our
overall marketing performance.”