Call Analytics tools in the spotlight: Marketing’s unsung heroes

As my state begins opening up after implementing stay home orders, I’m finding I’m interacting with businesses much more on the phone. I’m not talking about clicking on apps or engaging with a mobile browser. I’m referring to that unsung hero in digital marketing — a voice call to a business spurred by a search ad, a Google My Business listing or even display advertising.

Whether it’s coordinating a curbside pickup, asking about current business hours or seeking information about products, it’s happening on the phone.

I’m not the only one experiencing this. Both AT&T and Verizon have been reporting dramatic increases in the volume and duration of voice calls during the pandemic, as people rediscover the benefits of this form of interaction.

These benefits aren’t news to businesses that depend on phone calls for leads, or to the vendors that serve them with Call Analytics platforms. We delved into this world of data, where AI and machine learning are generating actionable insights, for the update of our Martech Intelligence Report (MIR) launching today.

This buyer’s guide looks at everything from the basics — what is a call analytics platform and what functionality should you expect from one — to in-depth detailed descriptions of the offerings of 13 different vendors. And all of this information is bang up to date, resulting from our inquiries over the past couple of months.

If you’re considering implementing call analytics as part of your martech stack, or are thinking about switching to a different provider, we encourage you to check out our MIR for everything you need to know!

About The Author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.