There may be no bigger surprise of marketing trends from the past few years than the dramatic and undeniable power of phone calls in an increasingly digital world. Calls are still a useful tool for those searching for goods and services. This means that lead gen companies should pay exceptionally close attention to calls. It is imperative to not only handle the high quantity of inbound calls, but also to use technology to unlock the full value of every phone call. The smartest way to do this is with the call marketing analytics, which offer a number of benefits for lead generation companies looking for a competitive advantage. Collect Data from Your Calls Lead generators invest plenty of time, effort, and resources into generating inbound calls. The best way to get the maximum return on that investment is to have the ability to tap into the marketing analytics buried in the data of each call. This is where the importance of call analytics becomes crystal clear—call analytics uses the technology of call tracking and special features like IVR (Interactive Voice Response) to collect information on every caller’s key demographic, geographic, or financial characteristics. Also Read: 5 Tips for Optimizing Your Mobile Call Campaigns While call tacking software can gather this data, call analytics will process it to provide your company with comprehensive reports and easy-to-read visuals. This puts volumes of marketing analytic data at your fingertips, giving you a sophisticated portrait of your inbound calls that will help you make data-driven decisions. Understand Every Caller’s Journey Just like not all callers are the same, it is true that not every caller’s journey is the same. Some may go straight from searching to click-to-call, while others may perform more research and may even fill out a web lead form before giving you a call. Some will call multiple times. Call analytics can help make sense of the many different ways that a prospect finally decides to dial your number, then unravels the complex marketing analytics in order to provide you with a better understanding of your conversion funnel. Track Online and Offline Leads Knowing where your calls are coming from is one of the most vital stats for lead generators. Having access to marketing analytics concerning attribution gives you an unfiltered look at how well your marketing campaigns are performing. What call analytics software does is give insight into where every call comes from—including both online and offline leads. While plenty of callers may use click-to-call, there are many others who may end up dialing from their desktop or calling your number from another phone later. But if that number came up as part of your PPC marketing efforts, you certainly want to make sure you have proof of that attribution. Knowing the background of all your calls will let you make smarter marketing decisions and grow your ROI in the process. Also Read: How to Increase ROI with Marketing Analytics Call Logic – Phonexa At Phonexa, we help you leverage your inbound calls through call analytics to optimize your marketing campaigns and increase conversion rates. To learn more about our all-in-one marketing platform, schedule a demo today.