Call Analytics is used to refer to the measurement, collection, analysis and reporting of phone call data. Marketers and sales teams use insights derived from call analysis to optimize marketing campaigns and call handling.
Marketers use call analytics alongside web analytics to understand which advertisements are driving qualified calls to their business. The goal of implementing call analytics is to better measure, manage, and analyze marketing performance to maximize effectiveness and optimize return on investment (ROI). Key performance indicators from call analytics come from both call tracking metrics (like call source) and call recording metrics (like automatic lead classification).
Call Analytics are used at the reporting stage of marketing campaigns that use phone numbers as their central call to action. This allows businesses to view which online and offline marketing channel are driving phone calls to their business while giving them a deeper understanding of what took place during the phone call for lead qualification and campaign optimization. Some call analytics features:
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