by Blair Symes, Vice President of Product Marketing at DialogTech
First-party data was already a hot topic in digital marketing, but Google’s recent announcement to not support user identifiers but “continue to support first-party relationships on our ad platforms” has thrown gas on the first-party data fire.
First-party data is the information that a business collects directly from its consumers. It’s privacy-friendly, accurate, trustworthy, and both relevant and unique to the business capturing it. Insights from first-party data can be extremely valuable to marketers looking to better understand their consumers, build more efficient and effective audiences for digital advertising, increase sales conversions, and improve ROI across marketing efforts.
Marketers everywhere are now taking stock of what first-party data they currently capture and the ways they leverage it to identify gaps and find new areas for improvement. If your marketing team is doing the same, you should take a closer look at what data and insights you capture from phone calls to your business.
If you are in an industry that receives high volumes of phone calls such as automotive, healthcare, financial services, insurance, home services, retail, telecom, or travel — and you aren’t leveraging first-party data from those calls in your marketing campaigns — you could be losing ground to competitors. A recent commissioned study conducted by Forrester Consulting on behalf of DialogTech found:
The First-Party Data Opportunity With Inbound Phone Calls
Phone calls are one of the richest, most actionable sources of first-party data available to marketers. When consumers call your business, those phone conversations are literally the consumer — in their own words — telling you their buying intent, product/service interest, stage in the customer journey, concerns and preferences, and more. Instead of trying to stitch together disparate data sources to predict these insights, you get the actual answers directly from the caller.
Marketers interested in capturing and actioning on first-party data from calls can use a call tracking and analytics solution. For each call to your business, these solutions can uncover:
6 Ways to Use First-Party Data From Phone Calls to Improve Digital Marketing
Using a call tracking and analytics solution to unify all this data, visualize insights from them in reports, and activate them in your digital ad platforms, martech and BI tools, and CRM, marketers can improve:
ATI Physical Therapy, a leading national rehabilitation provider, is seeing strong results using the DialogTech call tracking and analytics platform to attribute, analyze, and optimize phone calls to their 900-plus clinics. “Phone calls are a significant part of how we generate appointments, so ensuring our marketing is driving those calls and our clinics are converting them is critical to our success,” said Brett Groom, CMO of ATI. “With intelligence on our call channel from DialogTech, we are not only optimizing how our marketing channels and ad spend drive appointment calls, but we are also analyzing call handling performance at our locations to detect and correct issues before they impact conversion rates and revenue.”
You can learn how marketers are leveraging first-party insights from calls to measure ROI, increase
sales conversions, and deliver more personalized customer experiences by visiting the DialogTech website.
About the Author
Blair Symes is the Vice President of Product Marketing at DialogTech, the leading AI-driven call tracking and analytics provider for marketers. He is an expert on online-to-offline marketing optimization and a frequent writer and speaker on the topic of leveraging insights from phone calls to measure and improve marketing and sales results.