Telmetrics helped a national advertiser get faster access to critical direct response call metrics from multiple call centers. Our client was able to identify issues within their active DRTV campaigns and re-allocate media spending to the stations and ads that delivered the maximum call results. How did we do it?

National Advertiser

Know in real time which ads are working

A large DRTV advertiser ran a series of short format DRTV spots on national buy, using several agency and data vendors to assist them with creative and media placement & tracking. Multiple call centers were set to take inbound calls from the campaign. Telmetrics provided this client with a comparison report on inbound calls made to all of the centers and helped them identify problem areas immediately.

Goal

• Measure incoming call response driven by DRTV advertising spots to a regional call centre for Return on Marketing Investment (ROMI) calculations
• Monitor in real time, call centre performance including response time, hold time and quality of call handling
• Track variable creative content and spot length formats for performance results and program optimization
• Analyze and compare results to different spot formats (30 sec/ 60 sec), languages (English, Asian & Hispanic) and demographics
• Control and maximize effectiveness of media spending by adjusting content and targets duration/location to areas of highest response during the campaign

Solution

Telmetrics implemented a call measurement program utilizing unique trackable local and toll-free numbers that corresponded to individual campaigns and market regions. The real-time call reports provided instant visibility and allowed the client to change media focus, adjust the message and spend during the campaign, thus lowering the cost per call dramatically. In addition, call response (call centre) effectiveness and resource allocation could be synchronized with campaign focus changes and enhanced customer experience.