{"id":4071,"date":"2020-04-28T14:28:42","date_gmt":"2020-04-28T12:28:42","guid":{"rendered":"https:\/\/ipaidthat.io\/mag\/?p=4071"},"modified":"2020-04-28T14:28:42","modified_gmt":"2020-04-28T12:28:42","slug":"call-tracking-pour-piloter-votre-strategie-marketing","status":"publish","type":"post","link":"https:\/\/app.ipaidthat.io\/mag\/entrepreneur\/call-tracking-pour-piloter-votre-strategie-marketing\/","title":{"rendered":"Comment le call tracking aide les entreprises \u00e0 piloter leur strat\u00e9gie marketing ?"},"content":{"rendered":"\n

Lorsqu\u2019une entreprise souhaite lancer ou d\u00e9velopper son activit\u00e9, elle effectue diff\u00e9rents investissements pour g\u00e9n\u00e9rer des prospects et des clients. Ces opportunit\u00e9s peuvent prendre la forme de visites physiques en magasin, d\u2019achats\u00a0\u00bb online, de prises de contact par email, formulaire ou t\u00e9l\u00e9phone.<\/p>\n\n\n\n

Dans ces entreprises, la performance et la rentabilit\u00e9 sont de forts enjeux, investir sur des leviers marketing et webmarketing doit donc donner lieu \u00e0 des r\u00e9sultats. Pour mesurer ces retours sur investissement (ROI<\/strong>), elles s\u2019\u00e9quipent alors d\u2019outils d\u2019analyse pour quantifier le nombre de contacts g\u00e9n\u00e9r\u00e9s et \u00e9valuer leur qualit\u00e9.<\/p>\n\n\n\n

Pour analyser les conversions en ligne, des solutions comme Google Analytics existent, mais qu\u2019en est-il des appels t\u00e9l\u00e9phoniques ? Comment savoir quelle campagne marketing est \u00e0 l\u2019origine d\u2019un appel entrant ?<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Qu\u2019est-ce que le call tracking ?<\/span><\/h2>\n\n\n\n

Une solution de call tracking<\/a> permet justement d\u2019analyser l\u2019origine des appels entrants d\u2019une entreprise. Comme un outil de Web Analytics permet de suivre les clics et actions online, le call tracking permet d\u2019attribuer un appel t\u00e9l\u00e9phonique entrant au support de communication, \u00e0 la campagne marketing ou \u00e0 la source de trafic qui g\u00e9n\u00e8re l\u2019interaction par t\u00e9l\u00e9phone.<\/p>\n\n\n\n

Comment cela fonctionne\u00a0? Le principe est simple et la mise en place rapide. Le fournisseur de la solution de call tracking met \u00e0 disposition de l\u2019entreprise des num\u00e9ros de tracking. Chaque num\u00e9ro de t\u00e9l\u00e9phone de tracking est ensuite attribu\u00e9 et plac\u00e9 sur un support de communication. Flyers, campagnes emailing, publicit\u00e9s online ou site Web.<\/p>\n\n\n\n

Lorsqu\u2019un prospect est en contact avec l\u2019un de ces supports de communication et d\u00e9cide d\u2019appeler l\u2019entreprise, il compose le num\u00e9ro de tracking propre \u00e0 ce support. Son appel est alors redirig\u00e9 vers le num\u00e9ro de t\u00e9l\u00e9phone traditionnel de l\u2019entreprise, en toute transparence pour l\u2019appelant.<\/p>\n\n\n\n

La solution de call tracking comptabilise l\u2019ensemble des appels pass\u00e9s sur chaque num\u00e9ro de tracking, et donc sur chaque support. L\u2019entreprise dispose ainsi de rapports pr\u00e9cis sur l\u2019origine de ses appels entrants et sur le nombre d\u2019appels g\u00e9n\u00e9r\u00e9s par chacune de ses actions marketing et chacun de ses investissements.<\/p>\n\n\n\n

\"4<\/figure>\n\n\n\n

Des data marketing pour mieux guider vos d\u00e9cisions<\/span><\/h2>\n\n\n\n

En int\u00e9grant les prospects par t\u00e9l\u00e9phone dans les retours de ses investissements marketing, une entreprise calcule son co\u00fbt contact r\u00e9el. C\u2019est-\u00e0-dire qu\u2019elle est en mesure de dire, pour chaque campagne marketing ou support de communication, combien lui co\u00fbte la g\u00e9n\u00e9ration d\u2019un contact, d\u2019une opportunit\u00e9.<\/p>\n\n\n\n

L\u2019entreprise peut ainsi piloter ses budgets<\/a> en cons\u00e9quence et prioriser les campagnes les plus ayant le co\u00fbt le plus faible.<\/p>\n\n\n\n

Pour certaines campagnes, le call tracking est en mesure d\u2019apporter encore plus de d\u00e9tails sur les appels g\u00e9n\u00e9r\u00e9s. En effet, savoir combien d\u2019appels un site Internet g\u00e9n\u00e8re est d\u00e9j\u00e0 un premier niveau d\u2019information. Le vrai enjeu pour une entreprise est de comprendre de quelle source de trafic proviennent ses appelants.<\/p>\n\n\n\n

Pour affiner et renforcer sa strat\u00e9gie de webmarketing ou de Paid Advertising, le call tracking permet d\u2019identifier les sources de trafic. Elles vont par la suite g\u00e9n\u00e9rer des appels depuis votre site Web. Dans le cas de Google Ads, les appels t\u00e9l\u00e9phoniques sont m\u00eame attribu\u00e9s aux campagnes. Mais aussi aux groupes d\u2019annonces, annonces et mots-cl\u00e9s pour calculer le Cost Per Lead (CPL)<\/a> r\u00e9el de ses publicit\u00e9s, et ajuster ses investissements vers les plus efficaces.<\/p>\n\n\n\n

Pour une exploitation fluide de ses donn\u00e9es d\u2019appels et de conversions t\u00e9l\u00e9phoniques, toutes les informations apport\u00e9es par une solution de call tracking sont directement int\u00e9gr\u00e9es dans Google Analytics et Google Ads. Une entreprise r\u00e9concilie ainsi les donn\u00e9es Web et ses appels entrants dans une plateforme centralis\u00e9e. Les data marketing sur les appels peuvent de la m\u00eame mani\u00e8re \u00eatre propag\u00e9s dans les outils propri\u00e9taires de l\u2019entreprise : CRM, bases de donn\u00e9es, etc.<\/p>\n\n\n\n

Vous souhaitez tester une solution de call tracking gratuitement pendant 1 mois ? L\u2019\u00e9diteur Dexem vous permet de faire un essai gratuit sans engagement <\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

Lorsqu\u2019une entreprise souhaite lancer ou d\u00e9velopper son activit\u00e9, elle effectue diff\u00e9rents investissements pour g\u00e9n\u00e9rer des prospects et des clients. Ces opportunit\u00e9s peuvent prendre la forme de visites physiques en magasin, d\u2019achats\u00a0\u00bb online, de prises de contact par email, formulaire ou t\u00e9l\u00e9phone. Dans ces entreprises, la performance et la rentabilit\u00e9 sont de forts enjeux, investir sur […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,4],"tags":[],"class_list":["post-4071","post","type-post","status-publish","format-standard","hentry","category-entrepreneur","category-featured"],"yoast_head":"\nLe call tracking pour piloter votre strat\u00e9gie marketing<\/title>\n<meta name=\"description\" content=\"Comment mesurer le succ\u00e8s de vos appels t\u00e9l\u00e9phoniques avec le call tracking ? 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