Predictive Call Analytics: Unlock Data for Better Business Decisions

Oleksandr Rohovnin

Data-Driven Copywriter

16 minute read

Phone calls have much higher conversion rates than web leads, but for some reason, many call-reliant businesses still overlook the opportunities profound call analytics unlocks: better targeting, optimized caller journey, and risk-free scaling with predictive call analytics. 

Speaking of which, predictive call analytics might be the most potent tool in your call center’s tech stack, with its power growing as the call volume grows. It puts all your data to work, allowing you to zero in on your best callers and ways to nurture, convert, or reengage them.

Phonexa’s clients are leveraging the full power of predictive call analytics, including software that tracks, routes, and analyzes inbound phone calls, as well as provides data-driven insights into campaigns and parameters that are likely to succeed.

Sounds good? 

Read on to learn more about predictive call analytics and how it can redefine your business. As AI gains momentum, it may be the best time to replace guesswork with data-driven, semi- or even fully automated decisions and workflows that don’t consume your resources.

Book a demo to learn how Phonexa helps businesses generate and convert more calls.

What Is Predictive Call Analytics and How Does It Work?

Predictive call analytics, at its core, is an AI-driven mathematical model that forecasts outcomes based on historical and real-time call data, such as the caller’s location, product interest, source, call duration, and other details.

Here’s how predictive call analytics works in practice:

Step 1: Call Tracking Software Collects Callers’ Information

Whether callers come from paid ads, lead forms, or organic or affiliate traffic sources, they leave data traces that call tracking software can collect and analyze. This data, beyond the caller’s phone number and location, may include their age, gender, income level, interest, and other information they provide when interacting with your forms or IVR.

Read also: Phone Number Verification to Protect Your Business from Unwanted Calls

Step 2: Call Distribution Software Routes Callers to Matching Agents

First things first: With IVR being one of the major touchpoints in the caller’s journey, it’s critical that your IVR ensures the best user experience, which in practice boils down to asking the right questions while allowing the caller to choose between keypad and voice inputs.

➥ Phonexa’s IVR with AI Call Agents enables humanlike communication with callers and seamless data collection. Unlike a not-so-exciting “Press 1 for A, press 2 for B” algorithm, our IVR provides a human-like experience, as if the caller is speaking to a live operator.

In many cases, such interactions end up in a successful request resolution without the need to connect the caller to an operator. In the long run, AI call agents grow ROI on sales calls and allow you to update the ICP continuously.

Read also: AI Voice Calls: More Satisfied Callers, More Sales

Step 3: Call Analytics Processes the Collected Data

The end of the call might be the end of the journey for the caller, but not for the business. Whether a sale is closed or a bounce occurs, the lead analytics software adds the collected information to the historical records and, depending on the data, updates its campaign forecasts.

How Predictive Call Analytics Uses Data to Forecast Campaign Outcomes

Not only are there tons of data that predictive call analytics software can work with, but there are also countless variations in interpreting that data. The good news is that you can introduce or remove variables and assign different weights to them.

Here are some of the call details used by predictive call analytics:

Without a doubt, the accuracy of predictive call analytics largely depends on the scale and depth of the collected insights, as well as the ability of algorithms to learn and adjust when new data becomes available. At Phonexa, we have implemented AI solutions throughout our software suite, enabling you to continuously improve call campaigns without relying on static data.

Book a demo to learn how call analytics with Phonexa can revolutionize your call-reliant business.

How Phonexa Helps Clients Collect Data for Predictive Analytics

Within Phonexa’s ecosystem, inbound Phone calls are handled by Call Logic, a call tracking, routing, and analytics software solution. However, the type of insights you’re able to collect differs depending on whether you’re an affiliate, advertiser, or affiliate network.

• Affiliates receive publisher-side insights, such as how their traffic sources perform with different offers, including call sold, rejected, and EPL metrics, among others.
• Advertisers gain business-side insights, such as how their offers perform with various publishers, traffic sources, or pay-per-call campaigns.
• Affiliate networks usually gain insights into both sides, which allows them to build a win-win business for advertisers, affiliates, and themselves.

One of the biggest advantages with Phonexa – and our main selling point – is that all calls, leads, clicks, and email data are pulled into a single dashboard, so you don’t need to switch from one solution to another but can use one comprehensive system that covers your entire marketing.

Take a product tour to experience the synergy of Phonexa’s solutions for calls, leads, and clicks.

How To Use Phonexa’s Predictive Modeling

Phonexa’s predictive modeling software does exactly what a premium call center predictive analytics software is supposed to do, issuing a data-driven forecast about strategies and outcomes that are more likely to succeed based on your campaign settings and accumulated historical data.

The best thing is that this forecasting isn’t limited in scope – you can simulate an unlimited number of campaigns until you’ve found the perfect mix of variables. For example, if you’re trying to build an ideal pay-per-call campaign, you can run dozens of simulations by changing what, where, and to whom you’re going to show your ads. Then you can proceed with the winners with less risk.

Here are some of the insights you can unlock with Phonexa’s predictive modeling:

• Understanding where demand for your product comes from and what areas of business you should focus on to scale
• Identifying consumer insights to improve targeting and personalization so you can send the right message to the right consumers at the right time
• Building a roadmap of campaigns and initiatives with data-driven predictive modeling, including visualization of growth areas
• Filtering data by marketing channels, state, city, lead price, income, and homeownership status to get clarity into your campaigns

From paid phone call campaigns like pay-per-call and affiliate marketing to organic call acquisition, Phonexa’s predictive modeling allows you to build a more robust marketing pipeline not only for calls but also web leads through data-driven insights and free data flows.

Predictive modeling is native to Phonexa’s Call Logic, using all the insights it collects while tracking, distributing, and analyzing phone calls. However, since all of Phonexa’s call and web lead solutions work in sync, you can also access data collected from calls, like insights from email campaigns you carry out with our email and SMS marketing platform E-Delivery.

Read also: Predictive Lead Scoring: How to Make Sure You Buy the Leads You Need

Here’s one practical example: When simulating call campaigns, you can factor in email engagement and exclude the phone numbers that don’t respond to your emails. Then you can be more accurate with predictions and more efficient with your resources, only focusing on truly interested callers in your simulations.

Take a product tour to see how Call Logic and its predictive modeling component coordinate with the rest of Phonexa’s performance marketing software solutions.

5 Strategic Applications of Predictive Call Analytics

1.  Call Scoring

Predictive call scoring software can issue a call quality score – in fact, a conversion likelihood score – based on real-time parameters like call source, location, and data put in a form. Then you can prioritize high-quality callers and adjust campaigns that generate low-quality and irrelevant calls.

Read also: How Vanity Phone Numbers Can Help You Generate More Inbound Calls

Most importantly, you can make a purchase decision based on the call score. For example, if a score of 100 is the highest call quality, you can choose to accept calls scoring 80 or higher while rejecting or redirecting lower-quality calls.

It’s worth noting that call scoring can be done before, during, or after the call based on dozens of factors, including caller speech patterns, so you can apply it for both real-time call acquisition and strategic business decisions like choosing between campaigns and affiliates.

2.  Call Qualification

While predictive call scoring software can reject calls with low scores, it’s crucial to set the right weight to various qualification parameters. For example, if your on-site team only operates in one state, you’d rather accept lower-quality calls from this state than high-intent calls from locations you don’t cover.

Read also: How to Optimize Your Phone Call and Lead Flows to Grow Conversions

As the software accumulates more data, both call scoring and call qualification may change based on how each campaign and group of callers performs. In AI predictive call analytics systems, the learning process is autonomous and continuous, with accuracy increasing as AI receives new data.

3.  Attribution-Driven Campaign Optimization

Working in sync with tracking, predictive call analytics makes it possible to predict not only which campaigns are likely to generate more calls, but also which of these calls will yield more sales. Then, you can refine your media buying and affiliate marketing strategies to focus on sources of high-quality calls.

Read also: Channel Attribution Risks and Hurdles in Affiliate Marketing

4.  Conversion Rate Optimization (CRO)

While it’s clear that analytics-based forecasts can grow your conversion rates, the mechanisms themselves might be very different. For example, an AI system might detect the caller’s intent – such as interest in purchasing a panel versus general interest – and route the call to the most suitable agent.

Here are some CRO strategies based on predictive call analytics:

• Intelligent call routing. The synergy of predictive call analytics and call distribution software like Ping Post Calls 2.0 makes it possible to analyze data in real-time and connect the caller to the best buyer – for example, a local service provider based on the caller’s location – while using various call flows:
  • Data collected by an IVR system
  • Data pinged before the call with the caller’s phone number
  • Data pinged before the call without the caller’s phone number
  • Direct call routing without bidding
  • Availability-based call routing

Read also: Ping Post Calls 2.0: Live Transfer Calls Will Never Be the Same

Phonexa supports all the mentioned call flows while giving affiliates just as much control over the process as advertisers have. As an affiliate, you can bid on the best call data attributes and increase acceptance rates, selling your calls at the maximum market price to a reliable buyer.

• Real-time caller insights transfers. Predictive call analytics software can transfer information about the caller to the agent handling the call in real-time, such as product interest, prior interaction, or essential demographic data. For example, knowing that the caller clicked an ad about “home security package pricing” and belongs to a specific age group allows the agent to personalize the conversation and focus on relevant products.
• Quality assurance and training. AI call analytics systems can evaluate agent performance, including identifying where conversions are being lost or where agents lead the conversation to the best of their abilities. For example, if the system shows that specific agents don’t close high-intent calls, you might want to check the respective call recordings and provide additional training if necessary. Similarly, you can identify and eliminate other friction points.

Take a product tour to see how Phonexa can help you track, route, and analyze phone calls.

5.  Fraud Detection

With phone calls being the second most common point of contact between fraudulent actors and the U.S. public, identifying and filtering out fraudulent calls is a priority for both call buyers and sellers. In this regard, predictive call analytics provides immense potential.

Take this quiz to assess your affiliate fraud prevention proficiency.

The basic fraud detection mechanism is comparing the incoming data with historical data. The AI-driven system identifies outliers – irregular call geography, a high number of calls from a single area code, repetitive calls from the same user, etc. – and flags or blocks the call in question. As you accumulate more data, the system learns to distinguish between normal call variability and fraudulent activity.

Read also: How to Counter Affiliate Fraud & Future Proof Your Affiliate Network

Your All-in-One Software Suite for Call and Lead Tracking, Routing, and Analytics

Whether phone calls or leads, you can take your business to the next level with a comprehensive performance marketing software like Phonexa. We’ve built an ecosystem that analyzes every consumer interaction in real time and against historical patterns, so you can know who is calling, where the call is coming from, and what you can do to convert this specific caller.

Likewise, you can synergize call and lead campaigns to ensure comprehensive marketing coverage and maximize the sales potential of the consumers in your pipeline. For example, you can retarget bounced callers with email marketing campaigns using E-Delivery, or you can suppress phone numbers that belong to callers who are inactive or unsubscribed from your email campaigns.

At the same time, you’ve got it all in a single dashboard – an overarching view of your business without the need to juggle reports and systems. Phonexa’s reporting makes it so easy for you.

Get Phonexa’s all-in-one performance marketing software suite at a single price:

Build your plan now, or book a demo to learn more about Phonexa’s all-in-one performance marketing software suite.

Frequently Asked Questions

How does predictive call analytics work?

Predictive call analytics boils down to analyzing the data collected before, during, and after the call and running this data against historical patterns to calculate the most likely marketing outcomes. Here’s a simple example: If, historically, 50% of first-time auto insurance callers from New York, aged 25-40, buy a policy, there’s about a 50% chance that a similar caller also purchases a policy.

In reality, predictive analytics algorithms are much more complex, factoring in dozens and potentially hundreds of data items to make a data-driven estimate of the parameter in question, whether it’s a conversion probability or any other probability you want to know.

What can predictive call analytics forecast?

Depending on the predictive call analytics software you’re using, you can predict caller behavior, sales outcomes – how likely the caller is to buy a product – peak call hours, fraud risk, and many other potential scenarios. On top of that, with Phonexa’s predictive modeling, you can build cost-effective pay-per-call campaigns, identifying which ads, where, when, and to whom to show.

How accurate is predictive call analytics?

Depending on the software, you may get a likelihood score of a marketing outcome, but even scores of 100 don’t guarantee that the phone call necessarily results in a purchase – rather, this means that the call belongs to the group of the most sales-ready callers based on the real-time and historical data. So while there’s no way to accurately predict what specific calls are going to convert into sales, predictive analytics gives you a data-driven guess at your average sales rates.