Call DNA: A Picture is Worth a Thousand Calls

By Jason Flaks, Principal Program Manager

This month we announced Call DNA, a new technology aimed at solving two challenges: First, what determines a high quality call? And second, once we know what high quality calls look like, how can we drive more of them?

We ask ourselves these questions every day at Marchex. That’s because we want to solve a massive pain point for our clients, who are faced with manually listening to tens of thousands of inbound phone calls in order to better understand consumer intent. As you can imagine, this is a time-consuming and expensive process – to say the least.

Call DNA solves for this. This technology is all about extracting the raw essence of a phone call and using that information to ascertain the quality of a call.

In Josh Foure’s 2011 book “Moonwalking with Einstein,” Foure writes that humans look for patterns and structure because “it’s how our brains extract meaning from the world.”

That’s exactly what Call DNA does. It finds patterns and structure in phone conversations so we can find the meaning of calls at scale. Essentially, we’ve created technology that takes the guesswork out of understanding over-the-phone conversions.

And the best part? All the information is packaged in one simple picture.

DNA blogWith Call DNA, we can see:

  • The number of back and forth interactions between an agent and caller.
  • The amount of caller speech versus the amount of agent speech.
  • The amount of overlapping speech.
  • The number of rings.

There’s much, much more, and every piece of information becomes incredibly powerful in assessing the quality of a call.

Let’s take a closer look at one metric of call quality – call duration. Traditionally, a phone call that lasts several minutes has been considered a “good” or high quality call.

But Call DNA tells us differently. Longer calls don’t always equate to high quality calls. In fact, there are oftentimes very long stretches of silence on both the caller and agent side.

Call DNA allows us to see, for instance, if a caller hangs up because he or she waited too long on hold. It also tells us exactly the amount of time the customer waited before hanging up.

What’s exciting is for us is that the information can show advertisers where they are losing leads because of how they handle inbound phone calls.

Our goal is create better efficiencies on their end and, ultimately, boost return on their advertising dollars.

Jason headshot

-Jason

 

 

 

Want to learn more? Read about Call DNA and Dynamic Tracking on our website

Marchex is a mobile advertising technology company. We provide a suite of products for businesses that depend on consumer phone calls to drive sales. Our mobile advertising platform delivers new customer phone calls to businesses, while our technology analyzes the data in these calls to improve ad campaign results.

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