2010 was a big year for call tracking. Here’s a rundown of the highlights:
By far, the biggest advancement in 2010 was Google’s entry into the call tracking space with their Nov. 2 announcement of Google Adwords Call Analytics. The basic concept of the Google Adwords Call Analytics reporting platform works much the same way as many existing call tracking services. In Google’s offering, a limited set of data points are logged and recorded within the Adwords account dashboard. Of course, Google’s call tracking product tracks only one source: Google Adwords. More sophisticated solutions, including Mongoose Metrics, track phone calls from other search engines, organic traffic, social media, email and traditional advertising sources.
“We see Google’s entry into call tracking as an inflection point for the entire industry. Essentially, Google has validated call tracking’s promise of delivering the missing piece in the online marketing analytics puzzle,” says Bradley E. Reynolds, chief executive officer for Mongoose Metrics.
2010 also saw the adoption of speech analytics technologies by many call tracking vendors, including Mongoose Metrics. Mongoose Metrics launched Conversation Conversion Dynamics, a speech recognition technology to assess real-time ROI. CCD is an overlay feature on top of call tracking which records every move web-to-phone visitors take to reveal patterns of actions and behaviors.
Additionally, Mongoose Metrics introduced a number of features to enhance the call tracking experience for customers including a reverse proxy server, API and PCI compliance. The company also began providing service to Canada and the United Kingdom.
Integrating call tracking data with bid management providers, web analytics companies and CRM software packages also became de rigueur in 2010 especially for highly technological companies such as Mongoose Metrics. In 2010 Mongoose Metrics partnered with a number of leading web analytics and bid management powerhouses including Kenshoo, Marin, Acquisio, Unilytics and SearchIgnite. “By partnering with the leaders in bid management and web analytics we’ve been able to share the power of call tracking data with more sophisticated marketing professionals than ever before,” Reynolds says.
And, finally, to top off 2010, Twitter chose Mongoose Metrics (@mongoosemetrics) as one of only 20 beta testers in the world for its newly launched Promoted Tweets beta advertising platform. Promoted Tweets launched on Nov. 1 and since then Mongoose has significantly increased conversions, followers and Klout.
Tags: Call Tracking, google call tracking, mongoose metrics, promoted tweets
