Understanding how television drives customer engagement is critical. Traditionally, TV attribution has been the domain of advertising agencies, brands, and TV networks. However, one often overlooked beneficiary of this powerful technology is the call center. By integrating TV attribution technology, call centers and the advertisers who use them can unlock new insights and quantify the effectiveness of their campaigns in ways previously thought impossible. Here’s why TV attribution is a game-changer for call centers.
The Challenge of Generic 1-800 Numbers
Call centers play a vital role in bridging the gap between TV advertisements and customer conversions. Typically, a television commercial will feature a specific 1-800 number that is pegged to a particular station, creative, or media campaign. When a call comes in to one of these specific numbers, it’s straightforward to attribute that lead to a particular airing.
However, up to 70% of call traffic is driven to generic 1-800 numbers found on the client’s website. This presents a major challenge for attribution. For example:
- A potential customer sees a TV commercial for an eyeglasses company.
- Instead of calling the unique number featured in the ad, they visit the company’s website for more information.
- On the website, they find and call the generic 1-800 number listed there.
While the call center can record that the customer called the generic number, the connection between the TV commercial and the call is lost. Without attribution technology, this valuable insight disappears, leaving a significant gap in understanding the true impact of the TV campaign.
How TV Attribution Solves the Problem
By implementing our TV attribution technology, call centers can close this gap. This technology uses sophisticated algorithms to analyze the timing of TV airings, website traffic, and call center activity. Here’s how it works:
- Tracking TV Airings: TV attribution platforms monitor when and where TV commercials air.
- Analyzing Call Center Traffic: The platform correlates spikes in call center volume with specific TV airings.
- Linking Generic Calls to TV Campaigns: When a call comes in to a generic 1-800 number shortly after a spike in traffic triggered by a TV airing, the platform attributes the call to that specific TV spot.
This process allows call centers to assign appropriate credit to a specific airing, even when the call originates from a generic phone number. The result? Greater transparency and more accurate reporting of campaign performance.
Benefits for Call Centers and Advertisers
1. Quantifying Call Volume Driven by TV
With TV attribution, call centers can measure the volume of calls that are truly driven by TV campaigns, even when customers use generic numbers. This data provides advertisers with a clearer picture of their ROI and helps justify continued investment in television advertising.
2. Optimizing Resource Allocation
Understanding which TV spots generate the most calls allows call centers to allocate resources more effectively. For example, if certain airings consistently drive high call volumes, call centers can ensure they have sufficient staff available during those times.
3. Improving Campaign Strategies
Advertisers can use attribution data to refine their campaigns. By identifying which stations, creatives, or time slots drive the most calls—whether through specific or generic numbers—they can optimize their media spend for maximum impact.
4. Enhancing Client Relationships
For call centers working with advertisers, TV attribution technology demonstrates value by providing actionable insights. This strengthens client relationships and positions the call center as a strategic partner in campaign success.
Real-World Example: Eyeglasses Company
Let’s revisit the example of the eyeglasses company. Suppose a customer sees a TV ad and visits the website to learn more before calling the generic 1-800 number. With TV attribution in place:
- The technology identifies a spike in call center volume following the TV ad airing.
- It links subsequent calls to the generic number to that specific airing.
- The eyeglasses company now knows that the TV ad drove the call, even though the customer didn’t use the ad-specific number.
This insight allows the company to accurately measure the success of their TV campaign and attribute calls appropriately.
Why Call Centers Should Act Now
TV attribution is no longer just for advertisers and networks. Call centers that adopt this technology can provide unparalleled value to their clients and gain a competitive edge in the marketplace. By quantifying the impact of TV on generic 1-800 number calls, call centers can:
- Prove their contribution to campaign success.
- Help advertisers understand the full value of their TV spend.
- Drive better business outcomes for everyone involved.
In an industry where every call counts, TV attribution is the key to unlocking untapped potential. Don’t let generic numbers be a blind spot—embrace TV attribution and start capturing the full picture today.
Learn more from these links found around the web:
What Is Call Attribution and Why Do I Need It?
https://www.invoca.com/blog/3-types-of-call-attribution-you-need-to-know-about
TV-Attribution-Provider-Guide-2019.pdf
https://cimm-us.org/wp-content/uploads/2019/02/TV-Attribution-Provider-Guide-2019.pdf
Call Attribution | Twilio
https://www.twilio.com/docs/glossary/what-is-call-attribution
Call tracking attribution: Understanding customer journeys
https://telnyx.com/resources/call-tracking-attribution-and-the-customer-journey