How Brands and Agencies Can Use the Voice of the Customer to Improve People-Based Marketing

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Over 90% of media buyers increased their people-based ad buys last year. In addition, the world’s largest advertising agencies are investing billions of dollars in this technology. WPP Group built [m]Platform, Publicis created Spine, Dentsu developed M1, IPG acquired Acxiom, and just last month, Omnicom unveiled its people-based marketing platform, Omni.

For the uninitiated, people-based marketing is the practice of targeting “real” people, rather than audience or device groups. To achieve this, marketers gather customer data from offline/voice and online sources and construct a rich profile they can use to accurately recognize and target customers across all their devices. This allows marketers to deliver a personalized omnichannel experience that engages individuals in more meaningful ways and increases conversion and customer win rates.

83% of brands who have leveraged people-based marketing report that it outperforms their standard campaigns. This is because, in today’s omnichannel world, customers demand an experience tailored to their unique needs. 80% of consumers worldwide say they will only engage with a brand’s marketing offers if those offers adjust based on how they previously interacted with the brand.

So, in this highly competitive environment, how can you optimize your people-based marketing? People-based marketing is only as powerful as the data you feed into it. By fleshing out your consumer profiles with a wealth of first-, second-, and third-party data, you can ensure more accurate targeting and personalization. Marketers often leverage their CRM or loyalty database to build people-based marketing profiles, however many have now also begun to tap into one of the richest sources of first-party data — the voice of the customer captured through their phone calls to businesses. Below we’ll discuss how using voice analytics from your inbound calls can enhance your people-based marketing.

1. Use Conversation Analytics to Add a Rich Layer of Data to Your Consumer Profiles

By analyzing inbound call conversations, you can add rich layers of data to your customer profiles. You can collect information such as:

  • Whether they’re a first-time or repeat caller
  • Keywords they spoke on the call
  • Interests they expressed
  • Questions they asked to help make a purchase decision
  • Whether or not they were a quality sales lead
  • Whether or not they converted to an appointment or customer
  • What search keyword drove their call
  • What webpage they called from
  • What geographic location they called from
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Then, using this data, you can optimize your targeting and messaging accordingly across search, social, display, email, and offline channels.

2. More Effectively Target Callers Who Didn’t Convert

Conversation analytics provides marketers with a deeper understanding of your audience. When a good caller engages with your ads or website and calls your call center or business location, you can know exactly how best to retarget those callers who didn’t convert with meaningful ads that align with their intent and interests.

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For instance, let’s say you’re a digital marketer for a resort, getting attribution and analytics on calls and “the voice of the customer.” When Caller X dials in, your agents can know — before they even answer the phone — that the call is from a first-time caller. During the conversation, you will capture insights such as:

  • Caller X is getting married in 3 months
  • They’re calling about their honeymoon
  • They’re not interested in scuba diving
  • They’re a quality sales lead
  • But they didn’t book during the call

Now imagine that using this data captured from the conversation, you can automatically place Caller X in your “Honeymoon” display and Facebook ad campaign audiences for 2 months. Additionally, you can ensure they’re excluded from any ads that showcase scuba diving. After 2 months, if Caller X hasn’t converted, you can automatically remove them from that campaign and add them to a “Special Offers” campaign with aggressive pricing discounts for 30 days as a final push.

You can also allocate more budget to the marketing channel that drove the initial call, seeing as how it was a good lead. And also add the caller to your lookalike campaigns so you can get your message in from of similar quality leads. That’s how analytics from the voice of the customer can help you better personalize and optimize marketing.

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3. Put Callers Who Converted into Upsell or Cross-Sell Campaigns

If callers do convert during calls, however, you can automatically capture that event and what they ordered. You can then target them with campaigns for next-tier or companion products or services. So following our example above, if Caller X books a room at the resort, the marketer can add them to display and Facebook campaigns about their spa services or for a parasailing package.

4. Exclude Callers Who Converted from Seeing Future Ads

If callers are not good leads — or if they go on to purchase during a call and you don’t have any need to sell to them again — you can then exclude them from your ads entirely to avoid wasting spend. In our example, once Caller X bought the most expensive resort package with all the possible additions, you would no longer serve them ads.

To learn more about how you can use the voice of the customer captured from their calls to enhance your people-based marketing, check out our Optimize Your Search, Facebook, and Display Targeting with Call Analytics eBook.



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