Call Tracking Can Gauge Ad Campaign Effectiveness

Posted by: Rod Kurtz on March 3, 2008

Measuring the effectiveness of any promotional or advertising campaign has always been a challenge for small businesses. Knowing the money invested in an advertising campaign is delivering solid ROI (return on investment) helps you feel confident that limited promotional dollars are making a difference in building up your business.

In recent years, call tracking, a system that essentially tracks the number of calls related to an ad campaign, has been a little-known and somewhat expensive way of tracking advertising leads and call volume. With the introduction and availability of VoIP telephone numbers, the cost of purchasing telephone numbers has come down significantly, making call tracking an affordable option for small businesses. In addition to offering lower-cost telephone numbers, call companies offer sophisticated reporting features that not only track incoming calls, but time of calls, calls not answered, call duration and location of callers to help determine patterns and better target sales efforts. Examples of call-tracking companies are Capture the Call, CallSource, and eStara.

Rather than relying on your staff to keep a log of a given campaign’s responses and track why customers called and where they got your telephone number, call tracking is an easy and efficient way to ensure this valuable information is well documented. Knowing where you are getting the biggest bang for your promotional dollar is essential for growing your business. Call tracking is a cost-effective option that answers this need.

Michael Taylor
Senior Analyst
The Kelsey Group
Princeton, N.J.

Reader Comments

eric murphy

March 9, 2008 3:17 PM

After doing due dilligence on the field, Voicestar seems to have the most complete offering, from call tracking to ancillary services like click to call and form to phone.

Cliff

February 10, 2009 6:53 PM

It's good to free up staff to focus on their specific roles and have your monitoring done elsewhere. Lately I've been favoring dial800 for my call tracking.

Jane

April 30, 2009 8:19 AM

Call tracking is a very cost effective way to identify what marketing has been most successful. During the downturn this would be invaluable as rather than cut down on marketing, measuring the success rates will enable companies to re-allocate wasted money spent on ads that havent worked to more profitable areas.

Mediahawk offer a great reporting function allowing you to clearly see which channel has the greatest ROI.

lalit Mohan

June 3, 2009 1:19 AM

I am interested in advertising call tracking system.If you have office in India then please provide me the details.

Piyush Taneja

September 30, 2009 6:28 AM

Please suggest any call tracking comapny in India?

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