While there are certainly times when we wish it wasn’t the case, budgets rule all in business. The money you spend on something needs to directly translate into returns and profits or it may be deemed not worth the same investment in the future. This is truer when it comes to advertising budgets than almost anywhere else. If you can’t draw a direct line from the money you are spending on advertisements to the sales that are being made as a result, you run the risk of a shrinking ad budget.

When we talk about call centers and ad spend, we are talking specifically about ads that drive customers to contact the call center directly. There are different types of ads that can do this: TV commercials, radio ads, print ads, and digital ads of all kinds (though more often, digital ads will feature a way for customers to click through to a website as opposed to calling a call center). There is a lot of research that goes into ad placement, from the demographics that you want your ads to target to the types of ads that will be most effective at reaching those people—and that’s all before you actually decide on the content of the ad itself. Nowadays, with so many options, businesses will typically use their ad budget to run different types of ads simultaneously as opposed to putting all their eggs in one basket. Thirty years ago, a single ad in the newspaper may have been enough to drive the type of engagement you were looking for. Now, it’s impossible to reach everyone you are trying to reach through just one modality.

This is where CallShaper comes in. Because you are likely running different types of ads in different types of media, it becomes trickier to determine where your money is best spent. That is, unless you have the tools to easily collect and analyze this information, which CallShaper does. The inbound call center platform will automatically mine and collect information from calls about which ad drove the customer to call, as well as personal information about the customer and the result of the call. All these data points will help you determine which ads are reaching which potential customers, who those people actually are, and if the ads are actually leading directly to a sale or other material engagement with the business. What’s more, call center agents can sometimes feel like they exist on an island, even when businesses have in-house call centers. But this ability to collect and utilize data will allow your call center to connect with and support the advertising department and other parts of the business, reinforcing their role within the company.

Information on ad performance can be incredibly difficult and tedious to collect and analyze if you don’t have tools that will do it for you. Fortunately, CallShaper has them and includes them in our cloud-based inbound call center software. To learn more about how CallShaper can help you maximize your ad spending, request a demo today.