Powerful Reporting Filters Uncover Direct Marketing Truths
Many direct marketers believe they have adequate reporting on their inbound campaigns, but the truth is many reports don’t actually reveal the truth. Crucial decisions about what media to renew, for example, may be based upon cloudy reporting that is obscuring what is really going on. That’s why Dial 800’s CallView 360° has been designed to empower marketers [...]
Many direct marketers believe they have adequate reporting on their inbound campaigns, but the truth is many reports don’t actually reveal the truth. Crucial decisions about what media to renew, for example, may be based upon cloudy reporting that is obscuring what is really going on. That’s why Dial 800’s CallView 360° has been designed to empower marketers to get at that truth so they can make smart decisions and more money. Here’s an example:
On one telemarketing report that looked at the calls from a network over a two-month period, 1,445 inbound calls were reported. However, by applying a “unique callers only” filter using Dial 800’s software, a direct marketer would learn that out of those calls there were only 541 unique callers, thus repeat dialers have been filtered out of the count.
Then, when an additional filter is applied, “new calls” — which equates to callers that did not call prior to the preset date range – the number of calls is winnowed from 541 down to 270. Then a third filter, “Calls over 3 minutes” is applied to reveal that 93 callers fall into that subset. Hence, out of the original 1,445, only 93 calls really represent genuine sales opportunities – defined as consumers who were unique and stayed on the phone long enough to receive a sales pitch of sufficient length.
With CallView 360° call recording, a marketer could then listen to those 93 calls from the convenience of their computer and discern what barriers to entry are preventing callers from buying. Those concerns can the be addressed in the marketers’ creative and telemarketing scripting to increase close rates.
The set of filters described above, once built, can then be saved to generate reports on an on-going basis. It is this type of analytics that lends clarity and insight to data that is much more meaningful and actionable for marketers and their agencies than pedestrian and often misleading reports that may obscure the truth. The scenario outlined above is but one example of a myriad of custom reports that a marketer can build with CallView 360° to gain marketplace intelligence that will make their campaign more profitable.
Recent Entries
-
Dial800′s own Ping Pong Champ Kim Gilbert
March 15, 2012
See Dial800′s own Kim Gilbert show off her skills along with international sensation Soo Yeon Lee in this short clip shot exclusively for Dial800.
-
Affiliate Summit West
November 30, 2011
Las Vegas at Caesars Palace Las Vegas on January 8-10, 2012 Read More →
-
International Home & Housewares Show
November 30, 2011
Chicago on March 10-13, 2012 Read More →
-
ERA Great Ideas Summit
November 30, 2011
Fountainbleau Miami beach, FL on February 27-29, 2012 Read More →