If your business relies on call tracking then you are likely quite familiar with phone call spam. Traffic pumping, sometimes known as access stimulation, is an insidious practice by which some local exchange carriers in rural areas of the U.S. can artificially pump up the amount of incoming calls to their networks and at the same time profit from the greatly increased inter-carrier fees allowed by the Telecommunications Act of 1996.
Spam manifests itself on a business’ phone lines, in their IVRs or call centers and has a few different forms. If you are receiving and tracking phone calls to your business that result in silence on the other end, this could be call pumping. It also can show up as a busy signal, a fax signal or perhaps a real message from a machine that was able emulate a key-press to get into your IVR in the middle of the night and rattle around for minutes or hours in your phone system.
This is annoying no doubt, but the real crime is that if you are using tracking calls or using tracking numbers from a call tracking company or carrier, you are paying per minute or per call fees for these spam calls. This type of abuse makes running a Pay Per Call program a nightmare as it’s hard to differentiate legitimate calls from spam calls. Paying for calls on a duration basis is no longer a viable option.
In addition, many call tracking companies rely on the duration of calls as the quality signal to optimize PPC bid strategies within bid management platforms like Kenshoo, Marin or DoubleClick. This means that if a spam call goes over 30 or 60 seconds (which they often do), it will be sent as a quality conversion to the bid management system for optimization purposes. This results in making decisions off of bad data, a flawed strategy and results in wasted money. For those that run Pay For Call programs or businesses that buy calls on a per call basis, call spam is a disaster. So ultimately tracking spam calls causes marketing optimization and Pay Per Call efforts to be unreliable and overly expensive.
We use the most sophisticated speech analysis and recognition technology on the market to automatically understand what happens on calls. Our Conversation AnalyticsTM can detect signals like sales, appointment sets, or sales inquiries, along with 40+ other call outcomes. This means that Convirza only sends true quality call signals to bid management and marketing automation and call optimization platforms. If you use a bid management platform and you optimize your marketing and ad spend based on phone calls, you should talk to us about truly enhancing and optimizing your process. Most likely your current process and call tracking tools are resulting in extremely flawed optimization and costing your company a lot of money. And you don’t even know it. Let Convirza help you discover and fix those issues and improve your ROI with the most advanced call analysis and automated call scoring system on the planet.