Data analytics is a cornerstone of effective digital marketing, and the challenge for many of today's organizations is finding ways to bring this data to traditionally offline channels. Until all channels of a marketing campaign can be effectively tracked and analyzed, marketers are only working with part of the picture — and that means they'll never have a truly comprehensive view of their company's performance.
In that regard, call tracking software addresses a major blind spot that marketers have had to work around. Thanks to increased referral traffic from mobile devices, along with innovative strategies for tracking calls and collecting data, marketers now have the tools necessary to examine the organization's success in using phone calls to improve the customer experience. As HubSpot pointed out, It can also shed light on which channels are most effective at driving phone referrals, which will improve budget allocation for marketing campaigns in the future.