Measuring the Success of Your Campaign

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Call tracking allows marketers to maximise ROI by capturing customer data. Kim Irvine from Zintel shows us how to use this tool to power your marketing strategy.

With a wide variety of marketing channels now available and more and more becoming available, measuring the true impact of marketing can be difficult.

But it is a necessary task to be able to ensure your business is getting the best ROI it can. In today’s ever competitive and increasingly global market, businesses need to be able to attract and retain more customers.

According to research by PricewaterhouseCoopers and Frost & Sullivan, Australians will spend more than $13.6 billion online this year. This is a rise of more than 13 per cent on last year, but the bad news is that about 45 percent of all online sales will be on overseas sites.

Businesses need to guarantee the success of their marketing campaigns, not only against local competitors but against the global market. The first step to guaranteeing success is finding out what is working and what isn’t so budgets can be distributed accordingly.

So how can businesses make sure they are measuring the whole picture of their marketing campaigns?

An effective and simple method is through call tracking which shows you what is driving customers to call you.

The benefits

Call tracking has many benefits. It allows you to capture and measure your leads by determining where, when and how you received phone calls from your customers.

It also tracks from which campaign the phone call originated. So if your business has an online banner ad, outdoor marketing campaign and a website, call tracking will allow you to easily see which advertisement attracted the interest of the customer who is calling you.

You can then use this information to see which campaigns and promotions are working the best so you can then transfer your budget to that campaign and discard the ones that aren’t working.

How does it work?

Call tracking works through a set of dynamic numbers. Each phone number is attached to a different campaign, advertisement or even key search term, so that when a customer clicks on that ad or types in that term that will be the number that is displayed when they arrive at your website. Or with traditional marketing it will be the number displayed on the billboard or in the print ad.

When you receive your call reports you will easily be able to identify which number is being called the most and which ones are underperforming.

You can then reallocate your budget to the successful advertisement and stop pouring money into the underperforming ones that aren’t attracting customers.

Why marketing efficiency is more important than ever

In the same survey by PricewaterhouseCoopers and Frost & Sullivan, 86 per cent of respondents said they would increase, or maintain, their current level of online expenditure over the next year.

Online retailers need to put their brand above the rest to be noticed in this ever-growing space to take full advantage of the online retail boom.

With an ever-growing and changing global market, your business needs to make sure it is doing everything possible to attract and engage customers through the platforms that they are searching for you.

Article by Kim Irvine

Kim Irvine is the General Manager of Zintel, which delivers call tracking solutions to help businesses monitor, optimise and measure both online and offline marketing. They have more than 2,700 customers in Australia that range from small and medium-sized businesses to government organisations and multinational corporations. Zintel is part of the Zintel Group of companies which has successfully been delivering solutions to businesses for more than 15 years.

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