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Start Visibility and
attribution Media performance
and optimisation Data integration
and activation On-call conversion
and enablement Get your
results

How mature is your call data strategy?

Benchmark your performance and uncover new growth opportunities

First, tell us a little about yourself:

Department

Company type

Visibility and attribution

How are you tracking and attributing phone calls from marketing?

We don’t! We have no visibility into what drives calls. We have a basic solution, giving us partial coverage of how certain channels impact call volumes. We use a dedicated call tracking tool that covers most of our key marketing sources – online and offline. All marketing activity that includes a phone number is tracked, providing 100% coverage. We proactively add tracking for new campaigns and perform regular audits to ensure complete coverage.

Media performance and optimisation

How are you using call data to optimise media spend?

There is no connection between our media campaigns and the calls they generate. We have basic platform integrations and use simple signals like call duration to manually optimise our media activity. We use automated, outcome-based bidding in our primary ad platforms (like Google Ads, Meta & Bing) based on call data. Our call outcome and revenue data drives fully automated bid optimisations across a full suite of integrated ad platforms. We also use call-based audiences for suppression, remarketing, and optimisation.

Data integration and activation

How is your call data shared and used across teams?

Our call data is siloed within one platform – no integrations or exports being used. We use manual exports to share data and may have set up scheduled reports for key stakeholders. Our call data flows automatically into our martech stack (CRM, ad platforms, etc) through native integrations. Call data is streamed in real-time across our BI platforms, enriching company-wide dashboards. This data is a primary input for predictive models to improve forecasting.

On-call conversion and enablement

How are you using call data to improve agent performance and conversions?

Our process involves manually listening to a small, random sample of calls with no structured way to impact conversion rates. We use Conversation Analytics for reactive coaching, reviewing AI summaries and transcriptions after calls to identify coaching opportunities. We use Scorecards for performance management and have real-time routing rules in place to direct calls effectively. Our agents are empowered with real-time data and proactive nudges via Caller Insight. We use trends to proactively identify and address systemic conversion barriers.

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