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Nailing customer journey analytics and unlocking full-funnel attribution doesn't have to be a pipedream for marketers anymore! With campaigns spanning PPC, social, organic search, and offline channels, it’s easy for crucial data to slip through the cracks.
By leveraging call tracking software and AI-driven insights, marketers can gain a complete view of the customer journey. Armed with this goldmine of intel, marketers can see which campaigns are driving the results that matter most. Enter Smart Outcomes, Infinity's new AI-powered tool, that enables marketers to make the most of these insights to consistently ramp up performance and deliver tangible results.
Smart Outcomes product guide
for marketers
Why customer journey analytics is critical for marketers
The missing link in marketing attribution
Traditional analytics focus on clicks and conversions but often miss a crucial element: phone calls. A lot of high-value customers prefer to call before making a purchase, especially if it's a costly one. Without call tracking software, marketers don't have visibility over these conversions, leading to misallocated budgets and missed opportunities.
Challenges of incomplete attribution
- Misattributing high-intent leads to the wrong channels
- Overlooking offline conversions, causing inaccurate campaign performance analysis
- Struggling to optimise PPC campaigns due to a lack of full-funnel data
With customer journey analytics, marketers can connect online and offline interactions. Result? Completely accurate attribution and much better decision-making.
How Smart Outcomes improves marketing performance
1 Connecting calls to marketing channels
Smart Outcomes integrates with call tracking software to identify which ads, keywords, and campaigns drive high-quality calls. This means marketers can tie inbound calls directly to their PPC and digital efforts.
2 AI-powered automation
Manually analysing call data is time-consuming, especially when you're dealing with a high volume of calls. Smart Outcomes uses AI to categorise calls based on intent and outcome, automatically feeding this information into bidding tools. This enables marketers to optimise PPC campaigns with minimal effort.
3 Real-time PPC optimisation
By sending call outcome data directly into advertising platforms, Smart Outcomes drives:
- Better bid adjustments based on call conversions
- Lower cost per lead (CPL) by focusing spend on high-intent leads
- Maximised return on ad spend (ROAS) by prioritising effective channels
The case for AI-driven customer journey analytics
Identifying hidden trends
AI-powered customer journey analytics helps marketers spot emerging trends in customer behaviour. This goes a long way in helping refine targeting and messaging and create stronger bonds with their target audience.
Integrating call tracking with Google Ads
By linking call tracking software with Google Ads, marketers can feed real conversion data into their campaigns, ensuring Performance Max and PPC optimisation strategies are based on accurate insights.
Reducing budget waste
Smart Outcomes helps marketers eliminate inefficient spend by ensuring budget is allocated to the campaigns and marketing activities driving actual sales — not just clicks.
Actionable steps for marketers
1 Implement call tracking software
Once marketers are up and running with call tracking, they'll be able to track and attribute all inbound and outbound calls to specific campaigns, keywords, and channels.
2 Leverage AI insights
Use AI-driven analytics to categorize calls, identify intent, and uncover actionable trends. The best bit? Marketers can do this at scale and analyse every single call that comes in and goes out of the business.
3 Optimise PPC campaigns based on call data
Call data is often overlooked in bidding strategies, but marketers should be using it to adjust bidding strategies, refine audience targeting, and eliminate underperforming ads.
Ready to start delivering tangible results with Smart outcomes?
Marketers using AI-driven customer journey analytics will be on track to drive tangible results. Embracing customer journey analytics and AI-driven call tracking software will massively ramp up campaign performance.
Having complete visibility across all offline interactions with tools like Smart Outcomes empowers marketing teams to make data-backed decisions, improve PPC optimization, and maximize their advertising impact. What's not to like?!
Ready to unlock real audience insight at scale?
Discover how our call intelligence will help you
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