Marketers' Use Of Phone Data, April 2015 [CHART]
Few marketers and eCommerce professionals (predominantly based in Europe) agree that they use insight from phone calls to tailor on-site content (40%) or off-site advertising (27%), according to results from an Econsultancy study produced in association with ResponseTap. The survey data also shows that fewer than half track the sales or lead value of the call (44%) or how callers have engaged online (43%).
The only area in which a majority of respondents (and a bare one at that) leverage their phone channel is to use insight gleaned from calls to enhance their websites and services, with 51% agreeing that they do so. Read the rest at MarketingCharts.