Call intelligence solutions provider ResponseTap has launched a new Integrations Centre, which enables marketers to plug their other external martech solutions and apps into its Insight Hub platform.
The result is the ability to assimilate call data with metrics from wider bid management, website optimisation and ad network tools to obtain a more accurate single customer and campaign view. Armed with clearer real-time insight of every in-bound call, the handler can then optimise the call experience, and the marketer can optimise the campaign activity/spend that has influenced the individual’s journey to that point.
During beta testing, one of the most popular integrations was with Google AdWords. Whilst marketers may have previously found it difficult to link call quality to PPC activity, for example, they can now cross-reference call duration and outcome, to the campaigns and keywords that drove the conversation. This means marketers and agencies can now optimise PPC spend and drive better quality web traffic, according to what has or hasn’t worked previously.
“We know that savvy marketers and CIOs expect SaaS technologies to work seamlessly together, so interoperability lies at the heart of everything we do,” said ResponseTap’s CTO Richard Hamnett.
“We’re therefore mirroring the efforts of martech leaders such as SalesForce App Exchange, to bring disparate pieces of technology together to ensure our customers get the most value from their data sets. That’s when campaign ROI gets really exciting.”