Get more value from your marketing data in the New Year

In December you told everyone “let’s circle back to this in the new year”, and here we are. Ready to attack the year and start getting more value from your marketing data in 2026. But how? What’s going to be different from last year?

We’ve got you. Here are four tried and tested ways to dig deeper into the engagements you’re already driving to boost your overall performance.

Do more with call outcomes

If your boss had to choose, do you think they’d rather you were generating more calls or would they prefer leads, bookings, and sales?

The answer’s pretty obvious but if you’re not tracking call outcomes, how can you generate more positive ones?

Smart Outcomes automatically categorises every single call you receive by its intent and outcome, based on what matters to you. This powers smarter attribution, and you can feed those rich insights into your bidding platforms to generate more high-intent calls.

They did it: By connecting call outcomes to their bidding engine, Fred. Olsen achieved a 37% YoY increase in revenue and boosted their Google Ads ROI by 16%. The cruise giant even won a UK Search Award for this work. Check out the full case study here.

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Building the AI feedback loop for  PPC

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Leave no stone unturned when tracking conversions

Do you want to miss out on credit for your work? Thought not.

But if you aren’t tracking calls from every source, that’s exactly what you’re already doing.

Fixed tracking numbers show you what source a call came from. They’re ideal for offline or external channels where you’re not in control of the code (and can’t use dynamic numbers).

To get the full picture of your performance, put them in places like:

• Brochures
• Google My Business
• Stationary
• External listings pages
• Radio and TV ads
• Social media pages
• Business cards
• Billboards
• Catalogues

In short, you can use fixed numbers anywhere you can leave a phone number but don’t control the code. You can even order them yourself without needing to contact support.

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Fixed Numbers

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They did it: By attaching fixed numbers to all their direct mail and reacting to the data, Hurtigruten saw a 5x increase from offline channels and 350% from brochures. Read the case study here.

Unlock the voice of your customer

If you knew that your customers were telling you what they want, what they think, and how you can give it to them every day, wouldn’t you want to make the most of that?

Well, good news! They already are every time they pick up the phone. And by using Conversation Analytics to analyse these calls at scale, you can rapidly spot the trends in your audience, marketplace, products, brand, and overall service.

There’s really no limit to the questions you can ask, but marketers are already using this insight to:

• Refine audience personas
• Conduct product research
• Dive into competitive insight
• Assess brand performance
• Understand what’s blocking conversions
• See the type of leads and sales being generated
• Create more compelling campaign messaging

They did it: Specsavers uncovered a whole new audience segment by analysing trends in bookings for their home visit service, which meant early market share, a 32% reduction in CPA, and a 25% increase in bookings from their PPC work. Read the case study here.

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Conversation Analytics for marketers

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Consolidate tech across brands and borders

Marketing data makes more sense when you’re all singing from the same hymn sheet. It’s more efficient, too.

As marketing teams are expected to deliver more returns without expanding their budget, it’s not wise to have several platforms all doing the same thing.

We offer our services in over 75 markets across the globe, with many of our clients trusting us across several continents. Why not look to spread the benefits of world-class call intelligence and ensure Infinity is plugged in across the globe?

They did it: When rolling Infinity out across their international brands, Stannah were able to drive 35% more sales calls to their US team. Watch the case study here.

Call Data Maturity: Find your opportunities and act

Would you like to do a little quiz?

If you don’t know where you stand with your call data maturity, spend 2 minutes answering four simple questions for a personalised report on where you stack up. No need to spend thousands on consulting fees, our call data maturity model will have you on your way in four quick clicks.

You’ll also get pointers on how to improve your maturity and start getting more value from your marketing data.

Want to get more value from your marketing data? Let us help

If you’re an Infinity client, you can start making any of these New Years tips a reality today. Whether you’re keen to get some fixed numbers set up, expand internationally, or get more intel into what your customers really care about, , your customer success manager will be on hand to help.

If you’re not using Infinity, but you’re driving sales over the phone, and you’d like to have a more unified view of all your marketing data, why not start a conversation with us today?