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DialogTech and Yext to Evaluate the Effect of Phone Calls from Online Listings

DialogTech, a leading provider of actionable marketing analytics for phone calls, partnered with Yext, a global digital knowledge management provider. The integration is through the DialogTech call tracking app that is listed in the new Yext App Directory. The coalition benefits the marketers in evaluating the quantity and business impact of phone calls to any location generated from their Yext-managed listings, including those on Google, Facebook, Yelp and more.

The growing use of smartphones by customers to find out about local purchases has catapulted the number of phone calls to local businesses.

According to Google, 46% of consumers searching for local businesses on smartphones are more likely to contact the business by calling and these callers are 51% more likely to make a purchase. This makes them valuable conversions for making for marketers to track and optimize.

Jonathon Schuster, Vice President of Product Management, DialogTech, said, “DialogTech is proud to be the first and only call tracking provider selected in the Yext App Directory. Phone calls are critical touch points in the local customer journey for many industries, including franchises, automotive, retail, insurance and financial services, healthcare and home services. Yet most marketers struggle to understand how many calls they generate to each location, what happens on those calls and their impact on sales. DialogTech provides marketers with those insights and more.”

The association enabled Yext users to use an easy process of inserting detectable phone numbers from DialogTech into their online listings. DialogTech enables marketers to see which listing drove the phone calls that are answered after tracking consumer calling behaviour. It would also track how long it lasted and if the caller converted to an appointment or purchase. Moreover, DialogTech also records and transcribes the contents of each call and provides marketers with tools to analyze the caller’s experience, and the performance of the employee on the call. Marketers use these insights to help their locations make improvements in converting callers to customers.

According to Marc Ferrentino, Chief Strategy Officer of Yext, “Leads generated through phone calls from online listings are a fundamental data point for businesses to understand in order to drive business, but can be challenging to quantify. The DialogTech integration in the Yext App Directory gives marketers an easy way to measure and hone this important source of revenue.”

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