Good morning, is your customer experience team seeing increased call volumes? 

If your company is experiencing a significant uptick in customer calls and you haven’t implemented a call analytics platform, you may be missing out on rich data and valuable consumer insights. 

“Call analytics platforms are one of the few martech systems that can track both online and offline leads,” writes MarTech Today’s Pamela Parker. In her latest column, Parker has put together a comprehensive list of use cases for call analytics solutions, outlining how these platforms can help marketers with attribution, personalization, audience building, retargeting and sales enablement. 

“Many of these marketing applications are being fueled by vendor investments in artificial intelligence (AI) and machine learning, which are driving greater speed and accuracy into caller insights,” writes Parker, “Call analytics technology is evolving from providing basic analytics to providing ‘conversational intelligence’ based on highly sophisticated algorithms that can extract and predict caller intent, and measure caller tone, sentiment and emotion.” 

According to Parker, it’s worth noting that call data privacy is still a priority, especially for healthcare and financial organizations. Any vendor you choose should have technology in place that allows it to comply with data privacy regulations. 

“Many vendors automatically redact personally identifiable information (PII) and consumer financial information from call recordings and transcripts to comply with the Payment Card Industry Data Security Standards (PCI DSS),” reports Parker.  

MarTech Today’s “Enterprise Call Analytics Platforms: A Marketer’s Guide” provides an in-depth look at the call analytics space, along with 13 vendor profiles and considerations for implementation. Download it now

Keep scrolling to see the latest ad marketplace updates from the podcasting platform Acast. 

Amy Gesenhues,
Senior Editor

MarTech Minute

Acast opens ad revenue opportunities to all podcasters on its platform

Podcasting company Acast is opening up applications for its Acast Marketplace to all podcast shows on the Acast Open platform. The move gives podcasters the opportunity to monetize their programming by having ads dynamically inserted into episodes. Currently, there are more than 5,000 podcasts on the Acast Open platform, all of which, if approved, have the ability to have ads inserted across their back catalog and future episodes. “With TDAI [true dynamic ad insertion], each time a person listens to a podcast, a set of individually adapted ads are placed into the episode in real-time — geo-targeted and local to the listener’s market,” reports Acast. 

Why we care: Podcast consumption is growing at record speed and with this growth comes new ad opportunities. Acast’s move to open its ad marketplace to all podcasts on its platform greatly expands its ad inventory and placement options — whether or not ad campaigns that run on the platform can deliver measurable ROI remains to be seen. 

In other news … 


How Digital Transformation Empowers Brands To Deliver To Consumers With Urgency

We’re living in a world disrupted by factors out of our control. But in the wake of a pandemic, companies still need to deliver – and with urgency. As shoppers navigate their interrupted world, they are changing the way they browse and shop for products. With delivery and curbside pickup turning into the preferred, and sometimes only, option for shopping, the integration of physical and digital channels in the supply chain is now more critical than ever. Join this webinar to discuss how disruptive changes to the CPG industry during the pandemic have accelerated the need to transform the way we do business.

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Traveling in Q4? [Survey]

For most marketers, attending in-person events is a key component to their professional development. But COVID-19 has significantly impacted the ability to travel, at least for now. How are you thinking about and planning your fourth quarter event schedule?

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What we're reading

We've curated our picks from across the web so you can retire your feed reader

How Google is using emerging AI techniques to improve language translation quality – VentureBeat

What Happens When Agile and UX Meet? – CMS Wire

The common sense approach for auditing ad fraud – Forbes

Google faces $5 billion lawsuit in U.S. for tracking ‘private’ internet use – Reuters

Listening to change: Customer experience execs share insights on navigating COVID-19 – Marketing Dive

Black tech leaders issue call to action to fight racial injustice in the Bay Area – TechCrunch

CES will be held in-person in Las Vegas next year – The Verge

Alibaba unveils digital tools for US small businesses  – Retail Dive