Dial800 collects data for every call and text your business receives – data you can use to analyze customer behavior, create customer profiles, analyze marketing campaign success, influence where you advertise, and much more.
But with so much data to choose from and ways to use it, how do you know what to pick? Before you can set up your integrations, you need to understand what you’re using the data for and where it comes from.
Why Integrate Your Customer Behavior Information?
Customer behavior data analysis is the best tool your business has for measuring success. You can see which customers are repeat customers and use their general information to build customer profiles you market to. You can also see which ads are driving the most calls and sales, or which specific channels are the most valuable, so you can focus your marketing efforts and ad spend to get the best ROI. Understanding your market segments and customer motivations will help your business growth and sustainability.
But you can only come to those conclusions when you have the data to back them up – and that’s hard to do when data is in so many different places! Your company could be using Dial800 for call tracking and toll free phone numbers, CRM software to create customer records, sales software to handle product inventory and sales records, email management software to create and send newsletters and promos to customers, advertising accounts for Google and paid social ads, and more.
Each of those programs has important parts of your overall customer profiles. By integrating their data into fewer programs you can more easily see and understand your customer data and make informed decisions.
And to make it even easier to see and understand that information, Dial800’s open API format allows you to integrate our call data into other programs including Google Analytics, Salesforce, HubSpot, and more. That allows you to put Dial800 call data into your Google reporting or Salesforce customer records.
Do You Need Call Data, Text Data, or Both?
When you start to create your integration, you’ll first need to decide what type of data you need. Dial800 has three types of events that can trigger a real time event to send data to your chosen program:
- Voice Call Events
- Texting/SMS Event (for new texts)
- Texting/SMS Message Event (for new texts in an on-going conversation)
Which one you pick depends on how your business interacts with customers – if you never text with them, only select the filter for calls, for example. But if you do text with customers, set up a real time event for calls and and one for texts to push Dial800’s records for both types of customer interactions.
How Do You Want to Filter Data?
Once you have decided which types of events to integrate, you can decide which specific data points to send. There are many options, so you can customize the integration to whichever data points are most important to your business.
With Dial800 you can filter data by calls, geography, tags, sales, and pay per click. Unless you want every single call or text to create an event, make sure you select some of these filter options!
Filtering Call Data
The first type of filter you should consider is call data – this allows you to filter and organize data based on a large number of call-specific points. Options include things like call status (do you only want to see connected calls? Or only unanswered calls so you can call customers back?), the target number the caller dialed so you can target all calls to specific departments or tracking numbers, and even by phone type (landline, cell phone, payphone). These filters allow you to get extremely specific data points, so your integrations can be customized for your needs.
Your call filter options:
- Target Number
- “From” Number
- Phone Type
Filtering Geography Data
If you sell to local customers or sever specific markets, knowing where your callers are located is extremely helpful. These geography filters help you sort data by the customer’s location.
Your geography filter options:
- Area Code
- Postal Code
Filtering Tag Data
Tags are used to add extra information to your call and text records, making them extremely useful when gathering customer behavior data. Filter your customer data by tags to make sure you’re including this information in your integrations. When filtering by tags, you can choose from Contains All, Contains At Least One, Does Not Contain All, or Does Not Contain Any depending on the data matches you need.
Your tags filter options:
- DNIS Tags
- Target Tags
- Web Tags
- Routing Tags
- RoundTrip Tags
Filtering Sales Data
Filtering by sales data allows you to see which sales came from which calls – this can be as simple as yes or no was there a sale, or a full breakdown of the items they purchased. This type of data filtering is commonly used with our RoundTrip® integration, popular with call centers and businesses who need to standardize data from multiple sources.
Your sales filter options:
- Is Sale?
- Sale Amount
- Sale Item
Filtering PPC Data
And finally, if your business uses pay per click advertising, you’ll want to track which calls come from those specific ads to measure their success! To do this, you can select which PPC vendors you want included in your integration.
Your pay per click filter options:
- Pay per click vendor – Google
- Pay per click vendor – Facebook
- Pay per click vendor – Microsoft
Once you’ve decided which customer data points are most important to your records, you are ready to set up your integration. Our step-by-step integration articles for pre-built integrations can help you set these up quickly and efficiently. If you have the skills within your team and need specialized integrations you can also set them up yourself, or work with our expert team for a custom-built integration.