Posted 14 November 2013

ResponseTap features in Marketing Week

ResponseTap features in Marketing Week

Marketing Week discussed the ways in which brands are exploring new data they didn’t know they had in order to operate more efficiently this week, including how ResponseTap’s call tracking technology has helped insurance brand Aviva better understand the customer journey as a whole.

Marcus Evangelou and the team at ZenithOptimedia have already shown some impressive results by linking online and offline data with ResponseTap’s help.  They have been able to increase telephone enquiries generated by paid search by 121% in the third quarter of 2013, and at the same time the cost per call has dropped by 53%.

They have done this by improving communication within their marketing, ensuring it is easy to understand.

“We can all be guilty of thinking that the way we talk about things internally is how we should be communicating to customers,” says Evangelou. “What this [project] has driven is a change in content strategy.”

Further coverage

Marketing Week: http://www.marketingweek.co.uk/strategies-and-tactics/data-analysis-hidden-treasure/4008447.article

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