Call analytics describes the process of gathering, processing and analyzing call data for the purpose of identifying caller journeys and call insights. Analyzing calls keeps businesses informed of developing market conditions, and empowers them with the metrics they need to expand future operations.

Having limited access to call data often leads to companies overspending on ineffective marketing efforts, leading to underwhelming sales results. Don't be left in the dark by lacking call data; shed some light on your inbound calls using call analytics.

Marketers, publishers, call agencies, sales and service departments all have an active interest in utilizing call tracking technology to improve their overall performance. Take back control of your campaigns by arming your businesses with the information they need. Store gathered call data & caller profiles in a database or dashboard of your choice and apply your data-backed insights to drive future calls.

• Only pay for advertisements that work, reduce overspending on ineffective campaigns.
• Attribute call sources to identify inbound call generators and drive more future calls.
• Use gathered data from multiple channels to reduce call times & personalize caller journeys.
• Increase conversion rates by preparing sales or support information prior to routing calls.
• View detailed reporting and analytic data surrounding your call campaigns.
• Transcribe call recordings and utilize keyword spotting to identify valuable call insights
• Monitor marketing, sales or support performance, then use gathered data to improve funnels.

Gathering call analytics begins by attaching call attributes as "tags" to ongoing calls or unique phone numbers. Tags can be attached using the Retreaver call tracking platform, which can apply tags at the beginning, during or end of a call. Retreaver provides a real-time metrics dashboard and call log, so users can view and organize calls by source, call handler or keyword.

Caller journeys describe the journey of a particular call interaction. Caller journeys include touchpoints, caller profiles, and a final call outcome.

Calls begin by interacting with various touchpoints prior to calling such as viewing a landing page, ad banner, or engaging with a direct referral. It's important to identify and monitor touchpoints as they are the first thing potential callers see when interacting with your brand. Tweaking and analyzing touchpoints will provide valuable information that can help drive more calls in the future.

Monitor past brand engagements using caller profiles to deliver quick, personalized experiences for your callers. Retreaver makes it easy to retrieve past call interactions from a particular client, deliver critical information to sales or support agents prior to routing and watch as your conversions and customer service ratings take off.

Evaluate the final call outcome to analyze the end result of your interaction. Determine if the engagement resulted in a confirmed sale, if the service was satisfactory, or if the caller had any additional questions or information to provide. Use gathered call attributes to trigger post call events and automatically document sources, update caller profiles, and report sales & support metrics.

View our "Understanding caller journeys through call tracking" article to learn more about analyzing caller journeys.

Call insights help you go beyond just identifying who called you, by learning about why they called you as well. Gathering call insights is all about learning what makes your product or service unique, and can be a valuable tool for exploring potential development avenues for your business. Calls contain vital information that you can use to help steer your business in the right direction.

View our "How consumer insights are critical to your marketing success" article to learn more about the importance of gathering caller insights.

• Call Profiles:

  Caller profiles do a good job of indexing prior brand interactions and can be analyzed to provide valuable sales and support feedback for your business. Organize caller profiles by desired attribute using a customer relationship manager to identify which of your products or services are most successful, or report common questions and concerns that your callers have to tweak your product or service in the future.

• Call Recordings:

  Enable call recording on your campaigns to automatically record calls for more interpersonal information about your call engagements. Monitor caller, sales or support interactions to spot future growth opportunities and tweak marketing or sales strategies.

• Speech recognition & keyword spotting:

  Automatically send call recordings into VoiceBase to output simple text transcriptions of your calls for further analysis. Utilize keyword spotting to scan transcriptions and programmatically parse answers for questions such as "What do you like best about our product line" or "Do you have any suggestions or concerns about our product line".