Importance of Call tracking for DRTV and Media Buyers
A good piece from Alvin Eicoff, speaking about the importance of call tracking for DRTV.
The development of telemarketing call centers has become just as important as any other element in DRTV. When a person calls the number shown in a DRTV advertisement, they are directed to a call center where the call can be broken down into several statistics. Most DRTV commercials place a unique 800-phone number on their spot, specific to that channel/daypart. When a person calls one of the unique phone numbers, the call center can track which spot (channel/daypart) generated the call. The call can then be analyzed and statistically reported by aspects such as cost per call, cost per lead, and conversion rate, which have become one of the most important elements when placing media. These statistics help optimize where media is placed based on which channel/daypart/program produces the best statistics. Many call centers today possess real-time tracking technology that gives media buyers the power to know more data faster and optimize more effectively based on this data.
Contact Jet Interactive for further information about Call Tracking and how it can be utilised for DRTV.
