11 Ways to Leverage Speech Analytics for Marketing

by Alissa Pagels-Minor

Marketers and agencies are under constant pressure to prove ROI. But tracking your digital ads are difficult if you have no way to tell which ads drove calls and resulted in sales. Speech analytics allow marketers to connect the dots and follow the customer through the funnel in order to make smarter decisions about ad spending.


The data extracted from phone calls with a solution like VoiceBase includes sale/no sale, missed opportunity, high/low intent, and more. Once you are able to see all your customer trends, you can inform your marketing strategy with data-driven performance metrics.


What are people saying about your brand? How is it trending? Tracking customer engagement and overall brand perception is key to tracking brand health. Utilizing an AI-powered speech analytics solution, you can analyze 1000’s of calls at scale without having to listen to them – meaning you can get data about caller sentiment, emotions, and other context to learn what’s driving customer behavior. 


Build a machine learning language model and train it to assign a lead score to each new call based on previous data from past leads with similar behaviors and events within the calls. This allows for faster, more accurate lead scoring to empower sales and marketing teams with relevant information. For example, with VoiceBase, you can build custom predictors for different customer-centric metrics such as: Did they make an appointment? How likely is this caller to purchase? What do all the hot leads have in common?


Tracking share of voice and impressions in media buys can be a difficult task. However, with a custom speech analytics solution, brands can track paid AND earned media mentions across all channels. Brands can track sentiment around their mention to understand brand perception, and gain context into ad placements. Marketers can also gain competitive intelligence by analyzing media mentions of competitors as well. This would allow you to calculate a share of voice (SOV%) percentage compared to competitors in the space.


User research and customer insights are invaluable to a marketer. Understanding the voice of the customer (VOC), is key to many organizations’ success. Understanding what your customer is saying, wants, and likes helps to track customer experience overall. This can be done with surveys, online reviews, etc. Most enterprise VOC programs forget one key channel though – voice! Analyzing the actual voices of your customers with speech analytics surfaces rich, dimensional data about your customers. 


Your customers are trying to solve a problem. If you don’t know what that problem is, how can you provide a solution? Many experts believe that Google’s search algorithm is largely based on connecting users to what they are searching for, and content that is closer to that goal will gain visibility in search rankings. Learn what your customers are searching for by tracking conversation themes and topics. Use those data points to optimize website content for better SEO rankings. Keyword Spotting


Themes in your customer calls can drive transformational insights. Surface the words that are mentioned most often, then examine the transcripts to learn more. Marketers can then use those insights for campaign ideas, strategy optimization, or pass them along to other departments who can benefit.

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Want to find out what percent of calls contained both a competitor name mention and resulted in no sale? What about quickly corralling all of the calls that did result in successful sales in order to learn what drove sales? Do it with VBQL, an SQL-like query language created by VoiceBase speech analytics engineers to quickly perform powerful searches and functions throughout large amounts of recorded calls. 


Syncing marketing and sales teams is a common challenge for many enterprises. For marketers, sales enablement is top of mind, so prioritizing hot leads so that money and time isn’t wasted is important. Lead scoring customers based on data in their calls helps sales focus on prospects who are more likely to convert. You can also track missed opportunities, or high quality leads that failed to convert, and look for underlying causes. By utilizing speech analytics to examine call data, you can discover how top performing sales reps overcome objections, and then train the team towards the best performing techniques.


Make your social ads more relevant and timely for your prospects by tracking conversations topics and then serving custom ad content to prospects based on what was discussed on the phone. Keywords and Categories can be monitored for your entire audience, keeping your efforts on target and on topic. For example, create a retargeting audience for those who showed interest but didn’t convert. Using data directly from your customers’ needs to inform your advertising strategy helps move customers through the sales pipeline.


Speech analytics data can be infused with all your other customer interaction channels to create a more complete picture of your entire marketing ecosystem. Consider how emotional data and facts can help you validate and expand your user personas. By pulling all your customer interaction data into a business analytics platform, you can track the customer journey and the TRUE voice of the customer across all brand touch points. 

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