A marketer’s guide to call intelligence (2025)

If you’re looking to significantly increase your marketing effectiveness and return on investment (ROI), your business needs call intelligence software.

Understanding customer interactions across all channels is crucial for success, and call tracking bridges the gap between your online and offline campaigns. As customer journeys evolve, phone calls remain a vital touchpoint in generating conversions and revenue.

Call intelligence provides you with the deep insights into customer behaviour and campaign performance that are needed to make marketing decisions that matter. Let’s look closer at what call intelligence is, the core features, and how your business will benefit from it.

What is call intelligence?

Call intelligence is a technological marketing approach that delivers tracking, measurement, and analytical capabilities for both your inbound and outbound calls.

Where traditional systems only keep a record of your calls – time, date, phone number, etc. – call intelligence offers the deep insights needed to understand where, how, and why your campaigns are driving calls.

To carry out this process effectively, you need a call intelligence platform.

Software like Mediahawk combines automated call tracking with Artificial Intelligence (AI) and machine learning to analyse conversations, identify patterns, and generate actionable insights.

You’ll capture and analyse various aspects of phone calls, including a clear attribution path that shows which marketing source generated the call.

Call intelligence offers the key to effective marketing strategies. It offers real-time data on campaign performance and insights that reveal things like the quality of your leads, the impact of your campaigns on cross-channel journeys, a customer’s intent to purchase, and much more.

What are the key features?

There are many key features to call intelligence platforms, making them an essential asset in your marketing efforts. This includes:

1. Call tracking

Call intelligence platforms deliver sophisticated call tracking capabilities that go far beyond simple number counting. You’ll be able to trace calls back to specific marketing campaigns, but also paid ad keywords, advertisements, and web pages.

The system works by dynamically generating unique phone numbers for each website visitor from different marketing channels and campaigns. When you receive a call, the platform instantly identifies the source of the call and tracks the entire customer journey that led to it, including touchpoints visited before, during, and after the call.

Visitor-level call tracking connects a customer’s entire journey, even if they leave your website and return later to call. This gives you a complete view of how your marketing efforts influence conversions and sales across different channels and timeframes.

2. Call transcripts

The software also uses call transcription technology that offers near-real-time conversion of phone conversations into searchable text. This feature provides numerous benefits, including:

• Automatic documentation of all call content
• Easy search and analysis of conversation topics
• Identification of common customer questions and concerns
• Tracking of important keywords and phrases

With AI-powered call intelligence features – such as Mediahawk’s Speech Analytics – you’ll receive intelligent insights and responses when you ask queries surrounding your call transcripts.

For example, you can pose questions in the platform, such as, “Was a follow up arranged?” or “Was the caller ready to make a purchase by the end of the call?”, and the AI technology will give you detailed answers on an individual and macro level.

3. Dashboards

Rapid changes in customer behaviours and trends need you to be efficient and agile in making changes to your marketing campaigns. This is made easier with pre-configured dashboards that you can customise to suit your business needs.

Instantly see the metrics that matter most to your strategies – whether those are call conversions, paid keywords performance, or revenue generated. These dashboards offer:

• Visual representations of call patterns and trends
• Real-time monitoring of key performance indicators
• Automated reporting on campaign performance
• Custom alerts for specific triggers or thresholds (e.g., conversions rising above a certain number)
• Easy-to-understand metrics for stakeholder presentations

These user-friendly dashboards are designed to offer prompt, deep insights, allowing you to spend less time configuring reports and more time acting on the insights they reveal.

4. Keyword tracking

Call intelligence platforms will also show you the paid keywords contributing to calls, giving you a more comprehensive view of how PPC influences the customer journey.

You’ll be able to connect keywords and phrases from Google Ads campaigns, for example, to campaign performance, which will indicate:

• High-value conversation topics that signal purchase intent
• The impact of specific campaign messaging
• Trends and opportunities

By analysing keyword patterns across numerous calls, you’ll be able to optimise your campaign messaging and better align your ad structures with customer needs and interests.

5. Marketing technology integrations

The software integrates seamlessly with other marketing platforms to offer more accurate, holistic, and meaningful insights that benefit several aspects of your business. Some of these integrations include:

• Customer relationship management (CRM) systems
• Marketing automation platforms
• Web analytics tools
• Advertising platforms
• Business intelligence software

These integrations eliminate the hassle of manual data sharing and create an automated process with a more complete view of the customer journey across all touchpoints.

Benefits of using call intelligence

Incorporating call intelligence software into your marketing efforts brings a wide range of benefits, including the ability to:

Gain actionable insights from call data

Call intelligence transforms raw call data into valuable marketing insights that will help increase conversions.

Gain granular-level insights that reveal the true value of your marketing activities. For example, you can understand the visitor-to-call ratio, which measures the number of calls compared to the number of website visits generated by campaigns.

This metric goes deeper than surface-level data, like traffic, and reveals the hidden value of your campaigns in driving sales. With these insights, you’ll have actionable data that shows you which campaigns to adjust, why, and how.

Boost conversion rates with data-driven decisions

Understanding which campaigns and channels generate the highest quality leads and sales will enable you to optimise your marketing strategies for consistent results. Call intelligence will:

• Identify high-performing marketing channels
• Reveal complex conversion patterns
• Conduct analysis of successful sales conversations
• Highlight effective messaging and offers
• Indicate a more efficient marketing budget split

Based on this comprehensive data, you’ll be able to make data-driven decisions on where and how to optimise your campaigns for increased conversion rates and ROI.

Track campaign performance with intelligent insights

Call intelligence provides the missing link between your online and offline campaigns that’s needed for more effective marketing strategies. It provides a deeper level of campaign analysis by attributing calls and sales to specific campaigns across all channels.

Not only will you see the single source that generated the call, but with complex attribution models, you’ll know every touchpoint the customer made during all their interactions. This creates a holistic picture of your marketing efforts, showing you the role each channel and activity plays in sales and leads, as well as the areas that perform better and why.

Target the right audience to generate quality leads

Through detailed analysis of call data, you’ll have a better understanding of your audiences, leading to more effective targeting in your campaigns. The software will enable you to create custom audience segments from data such as:

• Customer queries
• Pages they’ve visited
• Customers’ intent to purchase
• Specific conversion paths

As you refine your messaging to target different audiences, you’ll move away from guesswork and adopt a more focused, proven strategy for increasing conversions and ROI.

Achieve intelligent attribution and actionable reporting insights

Call intelligence platforms provide you with customisable and detailed reports on marketing performance.

You’ll no longer need to cross-reference data from several reports related to different online and offline channels. Instead, features like Parameter Connect merge this data into one report to give you more efficient and actionable metrics from every area of your marketing.

Adapt quickly to changing market trends

Real-time analysis of call data is key to identifying and responding to marketing trends quickly. To stay competitive in your sector, you need call intelligence software to:

• Detect emerging trends early
• Quickly identify campaign issues and underperformance
• Understand common customer pain points
• Track seasonal engagement with specific activities

You’ll also be able to use Speech Analytics features that reveal changing trends and behaviours in call conversations. As mentioned above, the AI-driven platform offers quick insights into certain keywords mentioned in a call or the purchase intent of customers calling from specific campaigns.

This agility is crucial in the fast-moving market environment where customer preferences and behaviours change rapidly.

Refine and improve your marketing strategies

Call intelligence is also important for fine-tuning your campaigns based on a test-and-learn approach. You’ll be able to accurately track the performance of campaigns, offering real-time evidence of the success of your strategies.

This enables:

• A/B testing of marketing messages
• Continuous optimisation of campaigns based on data
• Refinement of your channel mix
• Effective budget allocation for greater ROI
• Improved customer experience from speech-data-driven adjustments.

The insights gained through call intelligence help you create more effective campaigns and better overall marketing strategies.

How Mediahawk helps to optimise sales calls

Mediahawk’s call intelligence platform brings together all the essential features and benefits needed to track, analyse, and optimise marketing performance through call data.

The software offers precise, cross-channel call tracking capabilities, detailed analysis of call transcripts, and AI-powered Speech Insights to improve your conversions. It’s the ultimate platform for understanding every aspect of your customer journeys and turning this into data-driven actions.

The luxury care home group Dormy Care Communities used this software to craft its marketing strategy from scratch. They were looking to gain a deeper understanding of their care seekers, so they implemented dynamic call tracking and lead intelligence from Mediahawk.

As a result, their understanding of the customer journey and the impact of each touchpoint has never been clearer. They now know what their target audience are looking at on their website, how many times they call, and instantly identify if there have been missed enquiries – which saves them thousands by avoiding prospects slipping through the net.

Mediahawk’s industry-leading analytics, integration capabilities, and extensive features make it a must-have platform for any business looking to take their marketing to the next level. Request a demo with Mediahawk today.