AI-powered call tracking: The future of smarter marketing

For marketers, the growing possibilities of Artificial Intelligence (AI) are virtually endless. Each day, it becomes more essential that you have the right platforms in place to not only gather data, but derive the insights that will improve the impact of your campaigns on leads and sales.

AI excels in automated data collection on a macro scale, which is why so many software platforms are utilising AI capabilities to track, measure, and analyse customer interactions across all channels. A perfect example is AI-powered call tracking.

Call tracking has long been a valuable asset for marketers, but the integration of AI is revolutionising how businesses capture and reveal insights from call data.

In this article, we’ll explore what AI-powered call tracking is, how it will optimise your marketing strategies, and why your business needs this powerful technology.

What is AI-powered call tracking?

AI-powered call tracking represents the next step for call tracking, where the integration of sophisticated AI capabilities drives more efficient tracking, better cross-channel analysis, and deeper insights.

These systems go beyond tracking data such as marketing source, call duration, and outcome. They serve as an intelligent layer that continuously analyses conversations, identifies patterns, and generates actionable insights in real-time.

The machine learning algorithms amplify existing call tracking features to give more actionable insights, so you won’t just see what’s happened, but learn why and how. For example, you’ll see the touchpoints and channels that drive phone calls on a macro level across multiple journeys, indicating the stronger areas of your marketing. You’ll also receive data-driven insights that suggest what you should do next, such as revealing a particular campaign that isn’t producing a high number of phone calls and needs adjusting.

This will give you an increasingly adept approach to understanding customer intent, identifying sales opportunities, and predicting future behaviours, so you’ll be in a prime position to improve your marketing return on investment (ROI).

How AI optimises call tracking capabilities

There are many features of call tracking platforms that are made more effective with AI-powered capabilities. Let’s take a closer look at some examples of AI’s transformative effects on core call tracking functionality:

1. AI-driven speech analytics: Decoding customer conversations

Natural Language Processing (NLP) and AI algorithms mean you can now analyse phone conversations in real time. Your software will record and transcribe phone calls, extracting valuable insights on customer sentiment, common pain points, and frequently discussed queries.

Mediahawk’s Speech Analytics, for example, uncovers instant insights on an individual and macro level. For instance, you can pose questions like: “Was a follow up arranged?”, or, “How satisfied was the customer with the outcome of the call?”, and you’ll receive immediate and detailed responses.

This automated analysis lets you identify trends and nuanced customer behaviours that would be near impossible to spot through manual review.

2. Enhanced attribution accuracy: Unlocking insights with AI algorithms

AI algorithms have also created more sophisticated attribution models that track the customer journey across multiple channels.

You’ll be able to assign calls to specific marketing initiatives, even when the path to conversion involves numerous interactions, such as a customer ending a website session and then visiting later to call.

This precise attribution enables a clearer understanding of how much value each campaign holds in driving conversions.

3. Predictive analytics: Forecasting customer behaviour

AI-powered platforms analyse call data to identify patterns that indicate future customer actions.

This predictive capability enables you to anticipate things like peak call volumes, forecasted campaign performance, and a customers’ intent to purchase. These insights enable more proactive adjustments to your strategy, and more efficient resource allocation, so you can make the changes that will make a significant improvement to the success of your campaigns.

4. Real-time decision support: Leveraging AI insights

AI-powered capabilities provide immediate insights during live calls, enabling real-time decision-making, such as:

• Instantly categorise calls,
• Flag potential issues, and
• Suggest next best actions based on ongoing conversation analysis.

This real-time capability gives you the chance to respond more promptly and effectively to customer needs and capitalise on immediate opportunities. On top of that, you’ll see a significant increase in customer satisfaction.

5. Advanced platform integrations: Transforming connectivity with AI

A core benefit of an AI-powered call tracking platform is how it works harmoniously with other marketing software to create more efficient and comprehensive data outputs.

Intelligent integration capabilities will automatically synchronise data across your systems, so you’ll have consistency in your customer profiles, online and offline campaign tracking, and channel performance measurement.

This seamless workflow automation creates a unified view of customer interactions across all channels and platforms, providing you with the data you need to make better marketing strategy decisions.

Why marketers need AI-enhanced call tracking

If you want to improve your marketing campaigns in ways that make the most impact on your sales and conversions, then Mediahawk’s call tracking solution, has the benefits you need:

Deeper customer insights from call data

Gather unprecedented insight into customer behaviour and preferences. The technology identifies common pain points, analyses purchasing patterns, and uncovers what drives customer decisions – such as channel preference, marketing messaging, and copy style.

These deep insights enable you to create more effectively targeted campaigns that resonate with your audiences.

Improved attribution for maximising campaign ROI

Businesses need to bridge the gap between online and offline campaigns, and AI-powered platforms offer attribution across all channels, campaigns, and activities.

You’ll be able to see the true impact of your marketing efforts on phone conversions and have a holistic view of complex customer journeys and hidden touchpoint value. This detailed understanding lets you optimise marketing spend and improve overall campaign effectiveness, by directing resources to your most successful activities.

Smarter marketing decisions with actionable data

AI transforms raw call data into actionable insights that will guide your marketing strategies and resource allocation.

You can identify the most successful elements of your campaigns (such as social media activities being your biggest call drivers), and uncover opportunities for optimisation by highlighting areas that need adjusting (like certain social media campaigns delivering increased website visits but a low number of calls).

This data-driven approach ensures your marketing decisions are based on solid evidence rather than intuition, yielding better results.

Staying ahead with predictive market trends

AI-powered platforms analyse patterns in call data, enabling you to anticipate and adapt to changing market conditions.

Extensive analysis of aspects like conversion patterns and speech data from phone calls will reveal emerging trends, seasonal fluctuations, and alert you of any changes in customer behaviour.

This predictive capability enables you to proactively adjust your marketing strategy and keep your businesses ahead of the competition.

The future of AI in call tracking: What’s next?

The evolution of AI in call tracking continues to accelerate, and marketers are promised even more sophisticated capabilities in the future.

Automated marketing recommendations will likely become more sophisticated, with AI systems capable of performing campaign optimisations on your behalf, based on deep analysis of call data and market conditions.

The future will also see more detailed AI-powered customer journey mapping, with measurement and tracking across all channels becoming even more in-depth and precise. This will pave the way for creating personalised marketing strategies that adapt in real time to customer behaviour.