How to make online marketing transparent and effective: Callibri services

How to get more targeted hits from ads? How to evaluate the work of a contractor who conducts advertising? To answer these questions, you need to understand which channels lead to calls and sales and at what cost. That is, you need to implement advertising analytics, which will show whether your investment in marketing pays off or not.

Callibri are services for marketers and entrepreneurs that collect data on each advertising source and help you find out which channels bring leads and sales, and which are unprofitable. This is a full-fledged autonomous system for advertising analytics and communication with clients, it consists of two services: MultiTracking and MultiChat.

Callibri’s most important tools and functions

MultiChat — an online consultant widget for a website

It will collect messages from the site and from third-party sites in a single account. In addition, the service includes a whole set of functions to increase the number of hits from the site.

Tools that are included in MultiChat:

• Online chat for a site that works on any site in any browser and complies with Federal Law 152.
• The ability to create groups of operators that will work on certain pages of the site. For example, technical support operators – only in the “Help” section, and loan consultants – in the corresponding section on the site.
• Built-in application form and callback.
• Message aggregator from six social networks and popular messengers, as well as from the Avito business messenger.
• Lead catchers to increase the conversion rate: dynamic content substitution, pop-ups and invitations to write to the chat.
• Quiz constructor (surveys, tests) for the site.
• A chatbot that will answer users when operators are not online and collect contact details.

MultiTracking – everything for evaluating the effectiveness of advertising

One service that combines everything to evaluate the effectiveness of advertising: call tracking – a system for tracking calls from advertising, email tracking – a similar system for monitoring emails, an interceptor for applications from forms on the site. In addition, MultiTracking includes:

• Unlimited talk time — minutes are not charged when forwarding from alternate regional (also called landline) and mobile numbers.
• Record all conversations and the ability to upload audio files.
• Speech analytics – to translate audio into text if you don’t have time to listen to every conversation.
• SMS notifications that can be sent to both responsible employees, for example, the head of sales about a missed call, and customers – that you will call them back soon.
• Virtual PBX with flexible call forwarding settings, the ability to download a voice greeting and set up translation to an answering machine.

Each service has a function to automatically classify hits. It is needed to separate targeted appeals – leads, repeated appeals of existing customers – support and up-selling, non-targeted ones: spam, made a mistake, and so on. Usually the class is set by the operators immediately after the end of the conversation with the client. Also, the classification of requests may be the responsibility of marketers. In any case, with a large volume of requests, it becomes necessary to optimize this process, therefore, in Callibri, the class of the request is determined automatically in accordance with the specified parameters – you need to configure it once.

Follow the cost of a lead directly in your account

The system automatically generates a report that shows how much a targeted message cost from each advertising campaign, ad, and keyword. And how did the value change over a given period. It is for this report (but not only) that you need to set hit classes – this way you can track changes in the cost of targeted hits.

Cost per lead is a fairly representative indicator of the effectiveness of different advertising channels. And unlike full-fledged end-to-end analytics, it does not require a lot of time for implementation and configuration.

In Callibri, you just need to enable the synchronization of the service with advertising systems by clicking the button in order to import ad spend data. The system will automatically compare this data with all incoming requests and generate a report:

This graph report shows both the number of hits, cost, and conversion rate for each ad channel, ad, and keyword. The graph allows you to visually compare the selected channels or ads in one interface: you will see how the indicators of each channel have changed. Sort the data and use filters to view the data from a different angle.

Analyze ad performance and optimize campaigns

Callibri captures the fact of each request and displays all known information about the visitor in the report: UTM tag, advertising campaign, ad, keyword, user region, device type, and so on.

In addition, Callibri services help improve advertising. Set up the transfer of goals to web analytics systems and use them for automatic ad optimization. You can transfer the goals “Chat”, “Application”, “Call” and others. Or create one common goal “Conversion”.

Create segments from current customers. Callibri has more than twenty filters that will help you set the parameters of the user segment as detailed as possible. Automatically generate lists with customer contact information in accordance with the technical requirements of advertising systems, use them to launch retargeting or create look-alike audiences.

Control the work of operators and the load on the site

The Service Quality Evaluation System (SQS) is an automatic collection of customer feedback. After the end of the conversation, the system asks to evaluate the quality of the manager’s work. This works for all types of calls that you can work with in Callibri: calls and callbacks, chats on the site, in social networks and instant messengers. The results of the survey are sent to the mail of all responsible employees and are included in the report:

The report consists of a table with data on each operator for the month and two charts:

• Circular – shows general data on ratings and hits.
• Bubble – allows you to compare the personal indicators of managers.

The table contains data for all operators: the number of ratings received from users, the average rating, as well as the total number of requests received, response time and the speed of solving questions.

Check whether the distribution of traffic and requests matches the work schedule of operators or not?

MultiChat has summary statistics, which consists of several dashboards, it shows:

• how many visitors were on the site at a given moment;
• what days and hours do you get the most hits;
• what types of requests are more: calls, chats, etc.;
• how calls are distributed among operators;
• at what time more calls remain unanswered;
• how many clients the operator did not take contact details from.

This information is needed to build the most efficient work schedule for operators. You don’t even have to check the statistics in your account – get it directly to your email.

Summary

What are the opportunities for a business that works through Callibri?

• Get objective data on the effectiveness of spending your advertising budget.
• Track the number of hits from ads and their quality: targeted or not.
• Monitor and improve the performance of managers – with the help of detailed statistics and reports of CCO (Quality of Service Evaluation).
• Records of all calls – by phone and chat. This makes it possible to find out what questions potential customers ask, what objections they have.

What can a marketer who installed Callibri on a website do?

• Get objective data about conversions and quality of hits from ads, optimize ads based on this data.
• Track what requests, from what sources, targeted and non-targeted hits.
• Control at what time, on what days of the week, from which channels and how many requests were received, which of them were not processed.
• View conversations with customers – this allows you to understand what the target audience wants, what users are looking for on the site, what questions they ask and what objections they have.

In addition, with the help of Callibri services, marketers and heads of customer service departments can quickly respond if any problems arise, understand the situation in a timely manner and work out the negative before the dissatisfied customer leaves to write reviews on third-party sites.