Pel Hughes recognized many marketing departments today fail to track conversions generated from voice interactions, creating a significant blind spot around the true success or failure of individual marketing campaigns. Companies engaged in direct mail campaigns, in particular, often send out thousands of mailers with a phone number call-to-action – yet don’t track the actual volume, quality, and conversion rates associated with those phone leads. Pel Hughes wanted to extend their metrics-driven consultative approach to include phone call conversion measurement, offering their clients a more comprehensive understanding of their marketing campaign ROI.
Pel Hughes looked to DialogTech for an easy-to-implement, cost effective call tracking solution that would enable clients to measure voice interactions for the first time.
Leveraging DialogTech call tracking, which Pel Hughes Senior Account Executive, Paul Stackpole, considers invaluable, customers are shown a full reporting suite that displays how many phone calls each marketing campaign generated. A full dashboard also showcases the volume of call-based conversions.
Pel Hughes’ clients now have a more comprehensive understanding of ROI figures, enabling them to efficiently allocate marketing dollars to the campaigns and materials that are actually driving leads.
For instance, a leading Texas-based utilities company that engaged Pel Hughes experienced a 100% jump in response rate for a 500,000-piece monthly direct mail campaign. In tracking the voice interactions that resulted from these mailers, Pel Hughes helped the utilities company better optimize the campaigns.
“Once we started using DialogTech, we were able to deliver all-inclusive tracking and give our clients the capability to more comprehensively understand marketing campaign ROI,” said Stackpole. “Call tracking has really opened our eyes and helped us close a big loop in providing marketing optimization tactics in a multi-channel manner.”
Since engaging DialogTech and receiving so much positive feedback from clients, Pel Hughes has integrated call tracking into every campaign across their suite of offerings. Going forward, the company plans to continue leveraging DialogTech call tracking to provide customers with actionable feedback on campaign success.