Marchex Inc., a mobile advertising technology company, has now launched “Real-Time Call DNA,” a big development in its call analytics platform.
“For the first time, advertisers will be able to visually map, analyze, and measure what happens inside a phone conversation after a consumer calls their business – without recording any of the actual dialogue,” notes the company’s formal announcement. “The technology solves a major blind spot for enterprise-level advertisers in industries such as health care, financial services, and insurance, which have struggled for years to better understand large volumes of inbound consumer phone calls coming from click-to-call ads.”
Of course, firms in these industries have been subject to numerous laws and regulations which impose restrictions on the recording of calls due to security concerns, as well as the private nature of the information being exchanged over the phone.
Now, Real-Time Call DNA is an additional service Marchex Call Analytics, a leading enterprise platform for measuring phone calls emanating from advertising, can offer.
Marchex created an initial version of Call DNA last year to give enterprise-level advertisers, who are pouring billions of dollars into mobile ads, more transparency into how their mobile and digital campaigns unfold.
“Call DNA is game-changing technology. It allows us to measure and analyze the quality of our advertising-driven phone calls at scale,” said Melissa Sinclair, Lead Integrations Manager for Dealer Marketing Services, the makers of ProMax Unlimited, an automotive software solutions company. “This data is crucial in helping us optimize our advertising campaigns to drive peak performance for our business.”
How does Real-Time Call DNA work?
“The moment a consumer clicks to call a business from an ad, data about that call is captured and analyzed in real time, without transcribing or retaining any content,” explains Digital Journal. “A visual map of the call displays, for instance, how many rings it takes before a call is picked up and how long a caller is placed on hold. It also shows when a caller speaks and an agent responds, and classifies the type of call based on proprietary algorithms that can scale and analyze hundreds of millions of calls across a variety of industries.”
The program provides a plethora of helpful information.
Advertisers can access the data and insights and sort calls by classification through the user interface or API. How many calls are conversations? Wrong numbers? How many callers hang up because of long hold times? Advertisers can then view the visual map of each call and optimize their campaigns to drive more calls from customers with real purchase intent.
This opens a whole new world of analysis, says Tim Graber, Senior Director of Product & Engineering at Marchex.
“For years, these companies have had to try and optimize in the dark,” he said. “They have relied on meta-data, such as call duration and caller ID, to get more customers to call over the phone. However, Real-Time Call DNA provides so much more, and proves these can be poor metrics for gauging real consumer intent.”
All the info — without the recording hassle.
“We built Real-Time Call DNA to reveal all the facets of a conversation, and we are able to do this using technology that anonymously captures data without recording calls. Businesses get immediate, actionable insights on the quality of calls coming from mobile ads – and those insights lead to increased sales performance.”