AI in speech analytics: How it can revolutionise your marketing strategy

Artificial Intelligence (AI) is rapidly changing the marketing landscape, which begs the question – are you utilising AI to its full potential in your strategies?

A powerful approach to revolutionise your marketing strategy is through the use of AI in speech analytics tools, like Mediahawk’s Speech Analytics. Let’s show you how and why.

What is speech analytics?

Speech analytics involves analysing phone call conversations to gather crucial insights that can help you improve your marketing performance. It also transcribes these conversations and identifies useful spoken keywords and phrases.

Mediahawk’s Speech Analytics technology not only captures and transcribes customer conversations, but we now have AI in our Speech Analytics tool. AI-powered Speech Insights are generated automatically at both an individual call and macro level, providing meaningful insights into opportunities, customer interactions, and campaign performance.

Why speech analytics is so important to marketers

In today’s competitive market, using various analytics for your marketing is essential for understanding your customers and optimising your efforts. With speech analytics in particular, the valuable insights into customer behaviour, preferences, and pain points, give you clearer direction on where and how to improve your campaigns for maximum conversions.

By using AI in speech analytics to analyse conversations, you’ll also identify trends, tailor your messaging, and create a more effective structure for your paid ads. It also improves customer retention by enabling you to address issues promptly and effectively.

Understanding the advancement of AI in speech analytics

AI has transformed speech analytics by making it more accurate, efficient, and insightful for your marketing strategies. Traditional methods of analysing customer calls were significantly time-consuming and prone to human error, since they involved someone listening to every single call to get the information needed. Speech analytics with AI now automates this process, providing real-time analysis and deeper insights for you to adjust your campaigns effectively.

Advanced algorithms can detect caller intent, identify key phrases, and even predict customer behaviour, allowing you to make accurate, data-driven decisions.

Moving forward, the pivotal role of AI in speech analytics is undeniable, making the use of features like Mediahawk’s Speech Analytics in your business a must.

Key marketing benefits of AI in speech analytics

There are numerous benefits of using speech analytics with AI in your marketing. some of the most significant advantages include:

Automated transcription

One of the most time-consuming tasks in call analysis is transcription. AI in speech analytics automates this process providing quick and accurate transcriptions for customer call conversations.

This not only saves time and resources but allows your team to focus on more strategic tasks, such as using the transcriptions to boost conversions and customer satisfaction following a call. For instance, searchable transcriptions allow you to quickly identify certain keywords or pain points in a call, so you can take the appropriate approach when persuading, addressing, or advising a customer in a follow-up.

Mediahawk’s Speech Analytics helped law firm Ashton’s Legal with their challenge of boosting productivity when monitoring calls. The software led to a significant increase in efficiency with automated call analysis that cut in half the amount of time marketers spent on it.

Speaker identification and differentiation

Speech analytics with AI accurately identifies and differentiates between speakers in a conversation. This way, the insights will be correctly attributed to the right speaker, providing more solid data on your marketing performance.

This capability also helps you understand the roles and influences of different speakers in the call, so your call agents can be trained more effectively to deliver the best customer experience. With your phone calls working more strongly in your favour, you’ll see an increase in customer satisfaction and overall conversions, with fewer drop-offs or lost opportunities.

Instantly accessible insights

Manual processes for call analysis require sifting through hours of data. AI-driven speech analytics tools provide real-time insights, significantly reducing the time needed to extract valuable information. This immediacy leads to quicker decision-making and more agile marketing strategies.

In industries where customer behaviour and trends change quickly, Mediahawk’s Speech Analytics provides you with instant, valuable insights from customers to identify opportunities and keep your marketing strategies competitive​​.

As a care home, are you aware of the most common queries coming from care seekers? Is your car dealership able to accurately distinguish between sales and servicing calls when attributing marketing activity?

Lead qualification

AI in speech analytics will also analyse calls to determine lead quality. By understanding the nuances in customer phrases and keywords, as well as the context of enquiries, you can qualify leads more effectively.

If you counted all the phone calls you receive in a day/week/month/quarter, etc., how many of these calls result in a purchase, and how many were ‘cold callers’, wrong numbers, or callers with an irrelevant intent? Without the right tools for qualifying lead quality, you’ll end up wasting spend and resources on a large portion of invaluable leads.

Speech analytics detects customers with a high purchase intent so you can accurately allocate time and resources to valuable calls. This ensures that your sales team focuses on high-potential prospects, improving conversion rates and return on investment (ROI).

Personalise your campaign targeting

Personalisation is key to successful marketing, and speech analytics with AI can analyse customer conversations to identify behaviours and marketing preferences. This information allows you to create more personalised marketing messages and offers that target customers from a specific channel, for example, enhancing customer engagement and loyalty.

When it comes to your paid ads, Mediahawk’s Speech Analytics will feed information from call conversations into GA4 event parameters to help you build custom audiences. These can then be used as signals to refine your Google Ads campaigns according to what converts.

Voice search optimisation

The voice assistant market is set to grow 27% year-on-year to 2028. AI in speech analytics enables you to understand the common phrases and keywords customers use to optimise your online presence for voice searches. For instance, ensuring that your landing pages include keywords written in the correct manner that aligns with how customers are using the phrases in calls.

If you’re trying to maximise your ROI from your pay-per-click (PPC) activity, using speech analytics allows you to bid on the correct phrases identified from your call data, helping to increase brand visibility and avoid wasted spend.

Amazon Alexa, Apple Siri, and Google Assistant are the three major players in the voice assistant market. These applications get their information from a number of places, one of them being their own company databases. These are not just used for voice assistants, but they also power mapping services across the industry. Google Business Profile, along with Apple and Bing are being used more and more by consumers to get hold of businesses. Using the insight Speech Analytics gives you, you can keep your presence on these platforms up-to-date and highly relevant.

Mediahawk’s industry-leading integration directly into Google Business Profile allows you to easily use call tracking with Speech Analytics, to keep your information up-to-date and tracked, essential for understanding where your valuable phone calls are coming from.

How to choose an AI speech analytics application for your business

Choosing the right AI speech analytics application is essential for accessing the full benefits of this technology. Here are some factors to consider:

• Accuracy: Ensure you can get high-quality transcriptions and accurate data analysis.
• Integration: The tool should integrate seamlessly with your existing Customer Relationship Management (CRM) and martech platforms, such as GA4.
• Scalability: You’ll want a technology that can grow with your business and handle increasing volumes of calls and data automatically.
• User-friendliness: It should be easy to use, with a user-friendly interface and clear reporting features on the platform.
• Support and training: Opt for a provider that offers excellent customer support and training to help you get the most out of your speech insights.

Mediahawk has recently rolled out AI within our Speech Analytics feature, offering several benefits such as:

• Automated transcription
• Instantly accessible insights on individual calls
• Meaningful call categorisation
• A macro-level dashboard

AI-powered Speech Analytics gives you a quick and effective method to extract valuable insights, identify opportunities, and gain a deeper understanding of your customer interactions​​.

Are you interested in learning more about how Mediahawk’s Speech Analytics can revolutionise your marketing? Book a demo today to explore more of Mediahawk’s features.