Digital Marketing

The Role of Customer Call Data in Bridging the Existing Data Gap in Remarketing

How marketers can enhance the remarketing journey by tracking data from customer calls.

Remarketing has significantly evolved over a period of years. However, with individual browsers blocking cookies, significant traffic coming in from mobiles, and new regulations, remarketing can become intrusive for your customers. The key is to do it the right way. Relying on cookies alone for remarketing does not give the best results. Did you know your customer call data can be a gold mine in bridging the data gap?

Let’s take a look at how marketers can enhance the remarketing journey by tracking data from customer calls.

Why Call Tracking Data plays a Crucial Role in Remarketing?

Businesses that generate valuable sales inquiries via inbound phone calls can use this data to enhance the remarketing experience.

To give an example, let’s say a potential customer visits your website, clicks on a product page, and leaves without completing the purchase. The customer then completes the sale by calling your customer care team. Retargeting this customer for a product they have already purchased not only reduces the efficiency of remarketing but also is a waste of marketing budget.

As you can see, marketers are left with a massive data gap – if they rely on data only from cookies. According to market studies, over 56% of marketers do not have any idea of customer conversions that happen via inbound customer calls.

According to Dan Miller, the founder and lead analyst at Opus Research, insights gathered via customer conversations very often do not reach the marketing team. As a result, a large number of companies are missing out on critical opportunities to create a more relevant and consistent customer experience across various digital and human touchpoints.

Call-Tracking and Conversational Analytics Platform bridges the Data Gap for Remarketing

When existing and potential customers call the customer service team, they are providing your business with a veritable mine of first-party data. You can use this data to classify customers into meaningful datasets. A call tracking and conversational analytics program is fully-automated software that helps marketers gather crucial information from customer calls.

It helps businesses:

  • Classify customer calls into intelligent subsets like service calls, sales calls, feedback calls, complaint calls, etc.
  • Automatically determine the outcome of inbound customer phone calls
  • Collect data about the customer’s digital journey like keywords, UTM parameters like utm_source, utm_medium, utm_campaign, etc. GCLID parameters and more
  • Transfer data gathered from calls to your remarketing campaign database in real-time

A call-tracking platform helps in enhancing the efficiency of a remarketing campaign without spending endless hours tracking data manually. The data collected by the platform can be fed automatically to the ad network in real-time, to make ads more relevant.

Additionally, it helps in predicting the nature of a customer call accurately. Using this information, marketers can decide on the best course of action – whether retargeting ads to customers who didn’t complete the purchase or upselling to customers who have already converted. Marketers can also use call data to feed Google’s automated bidding algorithms to adjust PPC ad bids according to the customer journey, tracked via phone calls.

So, what’s the Key Takeaway for Marketers?

By investing in a call tracking and conversational analytics platform, marketers can take away the guesswork from remarketing. Using customer call data, remarketing can be made more relevant, more targeted, and more efficient.

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