Every day, our customers and agency partners turn call data into results in the form of sharper campaigns, better conversions, and real commercial impact. So this year, we launched the first Infinity Awards to recognize the very best of that work.
We didn’t expect the response we got. Entries came in across six categories, and picking winners was genuinely hard because every shortlisted business found a smarter way to put call data to work. As tricky as it was selecting our winners, here’s who came out on top:
Visibility & Attribution Award: Protyre
Protyre, the UK's most trusted national garage network, but for years its call data was a blind spot. “We had no reliable way of knowing which marketing activity was driving those calls or, more importantly, which calls were converting to bookings and revenue,” the team told us. So Infinity gave them that visibility, network-wide.
- 1.6 million+ calls tracked across the network
- Accurate view of revenue traced back to source over 12 months
- 150,000+ missed calls identified and now being acted on
Media Performance Optimization Award: OMD UK & NFU Mutual
OMD UK needed NFU Mutual’s paid search to work harder, without wasting budget on the wrong callers. By feeding Infinity’s call classifications straight into Google’s bidding engine, they trained it to chase high-intent callers to fully optimize their paid campaigns.
- ROAS up 60%, from 148% to 273%
- CPA down 18%, from £43.72 to £36.03
- CPC down 12%
Data Integration & Activation Award: Helping Hands
When Helping Hands Home Care launched a new CRM, its marketing data started fragmenting fast. “We couldn’t confidently see which marketing activity was creating genuine commercial value,” the team said. Connecting Infinity to HubSpot closed that gap.
- Unrecognized CRM records down from 30% to 5%
- 89% of PPC leads and meetings now properly attributed
- PPC spend down 15%; cost per qualified enquiry down 5%
Call Conversion & Enablement Award: Specsavers
Thousands of people call Specsavers every day to book an eye test, but the team had no way of hearing what was going wrong on those calls. Conversation Analytics changed that, surfacing a real gap in awareness of Specsavers’ home visit service.
- 150,000+ calls analysed
- CPA down 32%
- Home-visit booking calls from PPC up 25%
Agency Call Intelligence Award: OMD UK
OMD UK didn’t just optimize a campaign, they proved it worked. Running a controlled 50/50 test, validated by Google, they showed exactly what Infinity’s call data added to NFU Mutual’s paid search.
- Call-to-sale rate up 42%, from 1.61% to 2.28%
- Conversion rate up 7%
- Manual call-tagging work removed entirely for contact-centre agents
Call Intelligence Leader of the Year: NFU Mutual
NFU Mutual’s win recognizes the full picture. Phone conversations are its most critical sales channel, so the business built call intelligence into everything from search bidding to contact-center operations. “Standard tracking only registered when a call occurred,” the entry explained, which is a gap Infinity helped close.
- 100% of live inbound paid search calls analyzed in real time
- Five call-outcome types feeding decisions across the business
- Conversion rate up 7% overall
A closing note from our Chief Customer Officer
What struck me most about this year's entries was the sheer range of impact, from network-wide attribution to boardroom-level decisions. Every one of them came from inbound calls the business was already receiving but not yet learning from. That is a brilliant showcase of what is possible with call data, and I look forward to more stories like these as we continue to develop the Infinity platform.
Daniel Wilkinson | Chief Customer Officer
You can read all about some of the other amazing things our customers are doing with their call data in our customer success stories. Check them out here!
