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Wahlstrom taps speech-to-text analytics to vet mobile local search leads

Media agency Wahlstrom has tapped advertising call measurement service provider Telmetrics? post-call, speech-to-text analytics platform, VoiceTrends.

With VoiceTrends, Telmetrics is offering visibility into aggregated consumer phone calls with comprehensive category, market and media channel insights that support quality lead generation. Telmetrics helps optimize the quality of leads delivered to advertisers, agencies, publishers and search engine marketing (SEM) firms.

?We are excited about this solution because our clients want insightful details on local market opportunities that our ad programs are delivering,? said Kathleen DeCaire-Aden, CEO of Wahlstrom, Irvine, CA. ?We chose to work with Telmetrics because they understand the value of quality metrics and are committed to providing us the tools we need to succeed.

?We will have the ability to analyze actual call dialogue in an efficient way to dimensionalize the value of the contact,? she said. ?This data can be used to optimize ad campaigns and show additional proof of ROI.?

Media publishers, agencies and marketers have tapped Telmetrics to provide call-tracking and optimization services to help maximize the effectiveness of their marketing programs and increase revenues.

Mobile trends
Wahlstrom?s clients, which include Nationwide Insurance and various childcare companies, are increasingly turning to the mobile channel to reach their target consumers.

?There are many aspects to mobile marketing, and mobile is definitely becoming more and more part of the local market dialogue,? Ms. DeCaire-Aden said. ?Multiple clients are engaged in what I would characterize as proof-of-concept projects with us.? 

Leveraging voice-recognition technology, VoiceTrends instantly transcribes consumers? calls to businesses and tracks the phrases and words most commonly spoken to help identify a caller?s intent and the quality of the lead.

VoiceTrends also matches call dialogue to paid keywords and client or category-specific lead conversion topics to measure the effectiveness and value of keyword campaigns and online/offline lead sources.

By capturing the frequency of words and phrases used in a consumer?s call to a business, VoiceTrends delivers insights on consumer response and advertiser dialogue.

These post-call analytics are designed to help agencies, publishers and SEM firms better manage their advertisers? media mix and spend.

VoiceTrends, which measures the quality of phone leads for both pay-per-call and subscription-based advertising programs, is the latest addition to Telmetrics? lead optimization suite of services, including Web2Tel and Telemarketer Call Block.

Web2Tel reveals how online advertising converts to offline leads, and Telemarketer Call Block automatically filters telemarketing calls to protect lead validity.

?Clients still like us to drive volume, but it matters more than ever that the volume converts and has a positive impact on the business,? said Ms. DeCaire-Aden said. ?We offer our clients a variety of local media, which effectively connects them with in-market buyers. 

?Previously, a key measure of quality was call duration, with absolute conversation to sale being Nirvana-land,? she said. ?There have been instances where we?ve delved into call recordings to gain specific insights about quality measures.

?The results of these analyses have been fruitful and we are very pleased that Telmetrics has expanded their product suite to include this service.?

Final Take