The problem is that most marketers' data is incomplete. The reason? Even though we've gone all-instant and digital, some very important parts of a buyer's journey still happen offline, and offline actions rarely get credited in an attribution model. Multi-channel tracking Offline data gaps can grow due to the very tangible differences between different marketing channels; some channels are simply more widely used by specific demographics during specific stages of their journeys.
Facebook, for example, is a great place to raise awareness and build community, but it's usually not where consumers go to make purchases or gain in-depth knowledge of your products or services. At the other end of the journey, calls are rarely the first jewelry retouching service contacts. A customer calling your business may want information they couldn't find on your website – and chances are the customer is ready or nearly ready to buy. If you're not measuring phone calls, you're probably missing a lot of your data.
This is especially true if you are using a last-click model that would giveto calls a huge share of credit, if only you followed them. The technology to integrate call data with other marketing, advertising and sales platforms does exist, however. CallTrackingMetrics' call intelligence platform turns PCs, tablets and smartphones into tools for taking and making incoming calls, while collecting data, recording, transcribing and more. And our app integrates call data with Salesforce,