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Smarter Tech Comes to Inbound Calls

Posted on 9.20.2015

Integrated marketing platform ActiveDEMAND has announced added functionality for its call tracking solution that will enable companies to collect data from incoming phone calls and analyze them for both context and relevancy.

Unlike other call tracking solutions that just count calls, ActiveDEMAND's CallForensics solution actually analyzes the conversations that happen on the call (for example, the products that were discussed). These conversation analysis capabilities essentially automate the process of categorizing and scoring calls based on its purpose; e.g. what was discussed (from products to next steps were discussed during the call) and it could prove to be a significant development for any enterprise accepting incoming calls.

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“Call tracking isn’t a new concept – after all, best-in-class marketing agencies employ call tracking to measure incoming calls generated by websites, online campaigns and offline advertisements,” says Brian Neufeld, CMO of parent company JumpDEMAND. “ActiveDEMAND’s call tracking platform takes tracking much further by analyzing the conversations that happen on the call to provide context and relevancy scoring, as well as a myriad of aspects concerning the source, purpose, targeted parties and content. Indeed, by analyzing the conversation, marketing agencies can demonstrate value delivered by highlighting individual buyer journeys that end in a call that clearly discuss the client product and services offering.”

ActiveDEMAND’s CallForensics offering is the latest in a long list of feature from the company including call tracking numbers, email marketing, drip campaigns, event marketing, landing pages, lead score software, live chat for websites and marketing analytics, among others.

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