Overview

Marketers generate leads through multiple sources - online and offline. While some businesses have form submission as an end goal of conversion, some businesses highly depend on phone calls as a source of leads and every phone call could be of high value. Real estate sector generates leads for instance from offline campaigns.

While leads from website form submissions can be easily tracked with several tools, how do businesses with phone calls as main source track leads and optimize the campaigns based on leads data?

This solution to track campaign performance is applicable to digital marketers and offline marketers alike as long as each campaign has a unique virtual number assigned to it. 

About Virtual Number

Exotel is a Cloud Telephony system which enables you to make and receive calls without actually setting up any infrastructure. The platform provided you with a flexibility to choose from a large pool of numbers, allocate them to a certain campaign and map them to a set of agents/ sales folks responsible for qualifying the lead. Now you can take multiple numbers from Exotel and publish them along with your ATL/BTL campaigns. Each campaign will have a unique number which acts as an identifier to understand the effectiveness basis the number of calls coming in.

The scope of this use case is further extended monitoring the call performance for Sales and Support. In a nutshell, download reports from Exotel dashboard and use Google Data Studio to build analytics around them.

How It Works

1) Setting up agents in Exotel

• Purchase a set of Virtual numbers in your Exotel. Your account Manager will be able to assist you with this or you can watch this video as well. Else you can also write to hello@exotel.in to get in touch with the sales team.
• Once the numbers are added, go to your Exotel account and select “Coworkers and Groups"

• Click on “Invite Coworkers” and add “Name”, “Email” and “Phone Number” of your agents/Sales team who will be receiving the calls. Check this video on how to achieve this.
• Once done, click “Create group” and add groups as per the marketing campaign.

• For example, if you are running print ads for products A, B and C, then you can have Group A, Group B and Group C.
• Drag and Drop the agents to the respective groups
• Call Flow creation or the incoming call logic will be done in the ”App Bazaar” section of Exotel dashboard.
  • In case you are not acquainted with Applets, do go through this link before moving ahead.
  • In the App Bazaar section, click on the “Create” button to navigate to the call flow creation screen.
  • You will see some applets on the right side. Drag and Drop the Greeting  → Connect → Passthru Applet to create a call flow. Here’s a video tutorial as well.
• Duplicate this call flow based on the number of campaigns or virtual numbers you have. For example, if you are tracking for 10 Virtual numbers, then you can use our duplicate feature to create 10 call flows without any manual effort. 
• Once done, update “Group” in Connect applet for each flow and assign a Virtual number to each of the respective flows. Here’s a quick snapshot of how you can assign a number to a flow.

What’s included in the reporting template for marketers

• Unique leads (callers) by campaign
• Number of calls and duration by campaign
• Missed calls and by campaign
• Successful calls by campaign
• Timeline of unique leads and total calls

Prerequisites

• An active Exotel account
• Agents/Pre Sales folks configured to Exotel platform to make or take calls.
• For reporting, a free active Google Spreadsheet and DataStudio accounts.

Common Advantages

• Save time from creating manual reports
• Monitor team performance with Exotel raw call data & ready to use plug-n-play templates
• Gain rich insights to train team, optimize processes for better performance
• Google data studio is free, easy to use, customize and share

Flow Diagram

How To Setup A Report

• Download call report from Exotel dashboard. Support & Video help
• Import the same CSV file into Google Spreadsheets. Support article
• Open the ready-to-use templates on Data Studio (provided below)
• Click on “Use Template” on the right corner
• Select the spreadsheet created in step 2
• Change the data type of 2 fields - conversation duration to Duration (sec) and Price to Currency INR
• Copy report 

Sales Call & Agent Monitoring Dashboard

Overview

If you have a sales team or a team that’s making outbound calls to customers, this dashboard is going to help you report and monitor call ops.Businesses with defined sales processes make thousands of sales calls everyday. A successful sales call can make all the difference between winning or losing a deal.With the right call metrics and monitoring in place, Sales leaders can find opportunities to take data-backed decisions to train and build an efficient team to  have better sales conversations.

This data studio template helps sales leaders to set up a sales monitoring dashboard with Exotel raw call data. 

Watch this Tutorial to setup a dashboard on Google DataStudio

Dashboard walk through video

How it helps Sales leaders

• Monitor sales call operations
• Analyze and train team for efficiency
• Find opportunities for better pickup rates

Below insights are reported and can be filtered by sales numbers and agents

• Sales calls made - Unique, Total (with timeline)
• Sales call time heat-map - hour, day and week
• Call statuses & %s - Completed, Pickup, No-responses, Busy
• Sales call time: Total & Average call time
• Source of calls - Dashboard & API (click-to-call)
• Top sales numbers & agents - completed calls, busy calls
• Sales call recordings
• Sales calling cost

Support Centre Call & Agent Monitoring Dashboard

Overview

Support plays a crucial part in a successful business model and giving a good calling experience is imperative for customers dialing in on support numbers.

Not missing customer calls and making the team available at the right timings is a great example for this
If you have a support team or a team that’s assigned to attending inbound calls from customers, this dashboard is going to help you to monitor and find opportunities to make data backed decisions.

With a ready to use support or inbound monitoring dashboard like this (template), Support leaders can save time from making manual reports and rather use the time saved in finding opportunities to build efficient teams.

• Tutorial to setup a dashboard 
• Dashboard walk through video
• Data Studio Template

(If you’re not logged into Google account or on incognito mode, the template redirects to Data Studio homepage)

How it helps support leaders

• Monitor support operations
• Analyze and train team for efficiency
• Manage team shifts & size based on support call traffic

Below insights are reported and can be filtered by support numbers and agents

• Incoming calls to support numbers - Unique & Total (with timeline)
• Support call time heat-map - hour, day and week
• Call statuses & %s - Successful calls, Missed calls
• Support call time - Total & Average call time
• Top support numbers, agents and groups - completed calls, busy calls
• Support call recordings
• Support call handling cost

Call Leads & Campaign Tracking Dashboard - Exotel Template

Overview

Marketers generate leads through multiple sources - online and offline. While some businesses have form submission as an end goal of conversion, some businesses highly depend on phone calls as a source of leads and every phone call could be of high value. Real estate sector leads for instance.

While leads from website form submissions can be easily tracked with several tools, how do businesses with phone calls as main source track leads and optimize the campaigns based on leads data?
This solution to track campaign performance is applicable to digital marketers and offline marketers alike as long as each campaign has a unique virtual number assigned to it.

• Tutorial to setup a dashboard 
• Dashboard video walk through
• Data Studio Template

(If you’re not logged into Google account or on incognito mode, the template redirects to Data Studio homepage)

Read more in detail how to configure Exotel to track Marketing leads.

How it helps marketers

• Understand the true campaign performance
• Attribute leads to call channel and campaigns
• Derive true marketing ROI

Below insights are reported and can be filtered by campaign numbers and agents

• Unique leads by campaign
• Total calls & conversation duration
• Missed calls and by campaign
• Successful calls by campaign
• Timeline of unique and total calls
• Lead time heat-map
• Lead call recordings

Resources

• Read more on Call Status
• How to download reports on Exotel
• Data Studio Template for Sales monitoring
• Datastudio Template for Support monitoring
• Datastudio Template for Campaign monitoring

(If you’re not logged into Google account or on incognito mode, the template redirects to Data Studio homepage)

Best Practices

• Use the same Google spreadsheet to update the new report extract 
• Customize to your needs by editing field names or adding or removing tables

Virtual Number Pricing

There are five SKUs under which costs of Campaign Tracking solution is charged:

• Software Rentals: This is monthly fixed charge for availing the Exotel's services
• Virtual Number rental: Each Virtual number  will be charged at fixed rental per month.
• Agent charges: Agent license fee will be applicable as per the plan selected
• Call Charges: Normal call charges, charged at pulse rate 
• Google data studio is free with your G-Suite.