Thursday, February 1, 2007

How to Improve Marketing Efforts With Call Accounting

Advertising is a necessary expenditure for business that desire greater visibility. Some major corporations will pay millions of dollars for a 30 second spot during a major event like the Olympics, World Cup or Super Bowl. Misjudging target audiences can cause marketing efforts to go awry and advertising costs to go through the roof. The effectiveness of advertising campaigns can sometimes be difficult to assess. Call accounting software can be employed to gain these valuable metrics.

Statistical reports can be utilized to determine an increase or decrease in inbound calls, time of day, day of week and seasonal change. National campaigns can have variable effect in different areas of the country. Regional representation of inbound traffic can be grouped by caller number, inbound line, toll free, or vanity numbers.

Radio, television, online or print media can deliver different levels of success. Companies can monitor the success of marketing efforts by matching campaigns with corresponding call activity and internet traffic. These results can assist in determining which ads are resonating with customers and generating a greater response.

Marketing budgets are often difficult to get approved during periods of right-sizing unless there is tangible supporting evidence. Marketing managers armed with a comprehensive call accounting reports can highlight the benefit of previous efforts to their superiors. Future campaigns can be justified or revamped based on results of concrete call accounting analysis.

Call centers can employ call accounting software to analyze regional distribution, monitor telecom expense, determine peak hour usage and highlight agent call activity. Call accounting software gives telecom managers the tools necessary to quickly respond to staffing requirements and equipment needs resulting in greater productivity and corporate success.

Rito Salomone is President of Resource Software International Ltd. (RSI). To contact the author, please email

RSI is recognized as an industry leader in the field of communication management. The communication management product portfolio includes tailored integration to the most popular switching and network manufactures. RSI has been granted Nortel Developer Partner status with recognition for its core portfolio as Compatible Products. RSI is a Cisco Technology Partner, Siemens HiPath Ready Standard certified, Avaya DeveloperConnect Member, Mitel MiSN Member, Adtran Complementary Solutions Provider, NEC Univerge Partner and Alcatel Applications Partner.

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