Can You Use it in a Sentence?: DNI and Third-Party Integration

David Bosley
David Bosley
March 4, 2016

This article is the first in a series called “Can You Use it in a Sentence?”

We will offer an in-depth look at one or two ideas in the world of call logic platforms and phone system development. In this piece, we will focus on DNI (Dynamic Number Insertion) and third-party integration. So, let’s start with the better known of the two.

Third-Party Integration

This refers to the ability of a program or platform to integrate (combine) their data with that of a third-party program or platform. If I own XYZ Carpet cleaners and use Google AdWords, I may find myself looking for a new phone system with outstanding analytics. I will likely need one that will combine my phone data with my AdWords account so that I am able to see which campaigns or which time of day, for instance, is working best.

If my new phone system will integrate with AdWords, I will be able to see my results in one convenient place. The other programs/platforms people may be looking to integrate with include Kenshoo, Marin Software, and Adobe Marketing Cloud.

The Sentence, spoken by a business owner to the sales representative for a call platform company: “If you don’t have third-party integration with my AdWords account, you can get out of my office!”

DNI (Dynamic Number Insertion)

This allows an advertiser to track web pages, digital ads, and search engine performance by applying a different phone number for each of them. In other words, when analytics are analyzed, it’s easy to see which campaigns and landing pages were the most successful.

This is how it works: a user clicks onto your site from an advertisement or search and DNI will display a unique phone number. This phone number is then trackable and results can be analyzed in a Customer Relationship Management (CRM) program. This data makes it easy to see which campaigns, web pages, and keywords are most effective. This kind of information is invaluable in evaluating which of your marketing efforts is performing the best.

So, you may be thinking, no big deal, I can still track on my regular business phone. Well, yes and no. Yes, you can still do some tracking, but it’s far from automatic and certainly not tied to your campaigns’ or analytics. Do you trust yourself, much less your employees, to ask every caller where they got your phone number, or the exact ad or keyword that triggered the call? No.

DNI takes the uncertainty out of your campaign reviews. If you think that DNI could benefit your business, ask your call logistics and analytics company and see if they offer the service.

The Sentence: I have been able to decrease my overall advertising spend while increasing ROI by taking advance of DNI.

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