Today’s marketers pore over data at every turn. Data is both a compass and a companion — helping them to decide which direction to go with a campaign and where to spend their dollars, while also backing up their work and giving them the ability to prove ROI.
The digital landscape is riddled with data. In our personal life, we’ve grown fluent with metrics ranging from who most commonly likes our photos and status shares, which songs we listened to most often in a given month or year, how many steps you’ve taken today compared with last Thursday, and which of your smartphone apps are gobbling the most battery or cellular data.
Such immediate access to this kind of information has created a class of modern consumers and businesspeople who expect to be able to quantify just about everything.
So, what do you do when you’re running PPC campaigns or offline ads for a client which may be driving inbound phone calls, but you have no data to support that notion? Moreover, what do you do when you suspect that these calls may contain valuable insights, that could help to inform and narrow your marketing approach?
Call tracking numbers aren’t a novel idea. This approach to measuring the effectiveness of different marketing campaigns is something agencies have been using for quite some time. But the modern digital landscape requires more sophisticated data sets.
We’ve seen agencies uncover hidden ROI, grow revenue, and produce brilliant marketing by unlocking the power of call tracking.