Using AI tools in call analytics platforms can help build buyer personas for marketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 16, 2020, 6:48 PM UTC

Businesses can use the analytics platform for retargeting customers based on prior call data.

This piece argues that using call analytics platforms to track both online and offline leads can be beneficial for marketers to identify consumer insights in the inbound calls. Call analytics platforms’ flexible attribution across all media channels can help businesses identify the channels yielding the best results.

Applying AI-based models to recorded and transcribed calls in a call analytics platform can help businesses determine the characteristics of the highest-performing callers. Marketers can build buyer personas based on the results and use them in their campaign development and execution.

Companies can also combine the call data with other martech system data to enhance personalisation in their marketing efforts.  Call analytics platforms can also be leveraged to identify callers for call-backs and evaluate service representative's performance.

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