1 - Call statistics - Effective Marketing

A major car retailer 'supermarket' widely advertises in glossy car magazines and the car sections of national and local press. This advertising is essential to attract customers, but it is also costly and so must be effective. The type and design of advertisements and the publications used must be carefully assessed and customer response analysed.

By using separate 0844 Non Geographic numbers with a call statistics package for different publications, the effectiveness of each individual campaign can be accurately assessed through the analysis of the call statistics.

Access to free call statistics from ITC immediately provides a top level summary of customer response, demonstrating the total number of calls received from each campaign or publication. Analysis of other reports such as, call duration can provide a further insight into call quality. For example, numerous short calls could indicate a large number of unproductive, brief or repetitive enquiries. A large volume of longer calls could indicate a high level of genuine sales enquiries.

The use of call statistics enables the marketing team to focus their efforts and budget on the most effective publications.

Also see:

• Case study 1 -Call statistics - Effective Marketing
• Case study 2 - Itemised Call Statistics - Quality Management
• Case Study 3- Call Recording + Call Statistics -Effective Management
• Case Study 4 - Call Recording - Market Research and Staff Training
• Case Study 5 - Area Routing - Reduce Marketing Costs
• Case Study 6 - Area Routing - Enhanced Customer Service
• Case Study 7 - Alternative Routing Plan - Disaster Recovery
• Case Study 8 - Percentage Routing - Disaster Recovery
• Case Study 9 - Ratio routing - Reduce Marketing Costs
• Case Study 10 - Call Whisper - Effective Marketing + Customer Service
• Case Study 11 - Call Recording - Marketing Assessment
• Case Study 12 - Call Options - Effective Call Handling
• Case Study 13 - Voice to email -Improved Call Handling and Customer Service