How The Telegraph, use Infinity to drive conversion rates, improve marketing effectiveness, and the overall customer experience?

Reading between the lines with a scalable solution to pinpoint where their most valuable calls come from.

The challenge

Travel is a core pillar of The Telegraph’s revenue strategy. They operate an affiliate model with their partners, whereby they are responsible for the generation of leads to their websites and contact centres. Travel bookings involve careful research and planning, and historically 80% of their bookings were generated offline. It was therefore imperative that The Telegraph understood the impact of their strategy on conversion rates, marketing effectiveness, and customer satisfaction on these journeys.

If a solution could overcome these challenges, The Telegraph wanted to replicate it across other areas of the business to optimise more revenue streams.

Why Infinity?

Infinity could reliably handle the scale of The Telegraph’s operation, which requires multiple new fixed and dynamic telephone numbers every day to cover the substantial breadth of content and marketing conducted. This is achieved without delay, and with the data provided on a large number of calls remaining robust and useful. An attentive Customer Success team was in place to identify the best use cases, provide strategic advice, and build a results-focused ongoing relationship.

The solution

Infinity’s dynamic numbers provide visitor level insights on call quantity being driven to The Telegraph’s partners, and quality insight into the contribution of their marketing activity. This provides clarity on the customer demand for The Telegraph’s vast array of products and services. The Telegraph are also using Infinity's Conversation Analytics suite to get a clear view on when a booking or payment is made on a call to a partner.

The Telegraph’s range of third party partnerships to facilitate offline conversations presents numerous logistical challenges. However, Infinity’s operations team ensured a smooth onboarding was possible, and bespoke work was done to provide a seamless integration with Adobe Analytics, as well as other areas of the Adobe stack.

A wide variety of teams at The Telegraph use Infinity on a day-to-day basis, including product owners, analysts, and marketers. Training was provided that aligned with the different needs of different teams, and Infinity’s new Hub allows this diverse mix of people to pull relevant data quickly, responsibly, and efficiently.

The outcome

Following the success they saw for their Travel business, The Telegraph rolled out Infinity to their Financial Solutions business, and very recently launched the same solution for their Subscriptions business to monitor and improve the performance of both above and below the line marketing activity.

• A 12.5% year-on-year increase in high-value calls that exceed five minutes in duration.
• Insights into marketing effectiveness resulted in a 2.5% overall rise in call duration.
• Negotiated extended call centre opening hours with partners based on missed call reports.
• 51% rise in high-value calls from organic search during peak seasons.
• Year-on-year increase of 9% in enquiry calls.
• A personalised service to build a clear view of call quality across numerous verticals.
• Significantly improved the quality of attribution data for calls.

There are plans to utilise Infinity for their other Commerce ventures and continue to grow their use of Infinity’s Conversation Analytics suite.

What the client says

Based on our research, Infinity continues to offer the most comprehensive call intelligence solution and service on the market. Our previous partner provided limited data and the process to set up telephone numbers and assess our performance was very cumbersome. Infinity understood and catered for our unique requirements, the service we receive is second to none.Katrina Broster | Head of Acquisition Strategy, The Telegraph

The Telegraph has a very trusted brand, and when we’re passing calls to our partners it’s important for me to understand our customer’s journey. Infinity’s Conversation Analytics suite is very flexible, the results are immediate, and we are learning things that we didn’t know before. The exciting thing is that you start to solve one issue, and you uncover many more that you can solve too, and we’re just at the start of that evolution.Mark Woodcock | Commercial Director - Travel, The Telegraph