As a marketer, you should be well aware that it’s all about the customer experience these days. Thanks to advancements in technology and the global adoption of mobile devices, consumers are connected to every marketing channel more than ever. From offline to digital, consumers demand a seamless and consistent experience when they choose to engage with a brand.

This interconnectivity has added complexity to the customer journey, which requires marketers take ownership over the customer experience across every single device and touch point: online, mobile app, email, social, in-store, print, and over the phone.

Therefore, marketers are integrating the tools they used to measure and optimize data from omni-channel marketing. To name a few, there are web analytics (Google Universal Analytics and Adobe Analytics), paid search and display (Google AdWords and BingAds), website optimization (Optimizely), bid management (Marin Software), CRM (SalesForce), marketing automation (Marketo) and data management platforms (DMPs).

What’s the One Hidden Piece of Data That Marketers Cannot Forget?

Here’s the inside scoop. It’s call conversions. You might be surprised to learn that this year, over $1 trillion in U.S. consumer spending will be influenced by calls from mobile phones and landlines. Calls are a method for which consumers want to make a purchase, especially when the purchase is complex, infrequent or very expensive.

Not collecting and integrating call conversion data into your marketing stack is a missed opportunity. It’s the only way to fully understand how omni-channel consumers engage with your marketing along their path to purchase. Plus, it hurts your ROI. You could be budgeting for the wrong marketing if you’re unable to properly attribute calls and integrate data seamlessly.

Still not convinced? Think about it. Let’s say you implement a PPC campaign that drives users to your website, but they don’t convert. You retarget them on Facebook and via Google AdWords. They engage every now and then. Eventually, they visit your website from their smartphone and decide to make a purchase. Great! Here’s the catch: they don’t convert online. Instead, they call your business and convert over the phone. Your PPC and Facebook efforts helped drive the sale, but you have no clue if you can’t track a caller’s path to purchase.

You cannot be true to omni-channel marketing unless you can understand how consumers are engaging with your marketing efforts. You need to understand their behavior and how caller data adds to that understanding. Acquiring this type of data is very easy with the proper call attribution technology.

Who Should Take Ownership of Call Conversion Data?

If you’re thinking it’s your IT department or even your call center then this couldn’t be further from the truth. It’s your marketing department.

Marketing needs to own the call attribution for a couple reasons. For starters, implementing the call attribution software requires very little help from IT. It’s was designed to be user-friendly and easy to manage, especially when adding code to a website. And when you integrate call data with your existing tools, it helps you see all of your data side-by-side. You can understand the full picture within your marketing stack, bringing you one step closer to properly analyzing your attribution data and expanding your ability to optimize your omni-channel marketing, which is often a struggle for marketers. You can learn more about these attribution challenges here.

Omni-channel marketing connects consumers between each touchpoint throughout their customer journey. To do this effectively, data from every user, channel, and device needs to be collected and properly understood as a whole.