For years now, advertisers have used web analytics to help track and improve online advertising conversions. Many use call tracking to track the number of phone calls driven by their marketing campaigns. But how are advertisers measuring the conversions that occur on-the-phone? The short answer is they’re not; because until now it wasn’t possible.

Enter Call Mining, the latest technology that allows marketers to access valuable data from phone calls driven from their advertising campaigns. Using speech transcription and data mining technology, Call Mining enables advertisers to easily analyze phone conversations to determine on-the-phone conversions, caller intent, and customer needs and pain points. Armed with the understanding of what drives a successful call, advertisers can optimize marketing campaigns to generate more high quality calls and convert more calls into sales.

Charles Laughlin, Managing Editor of The Kelsey Group, will give an introduction to advertising analytics and how call mining is the next step in giving advertisers a complete view of their advertising performance.

John Busby, VP of Advertising of Marchex Call Analytics will follow with a demonstration of how Call Mining works and how advertisers can use it to boost their overall sales and marketing ROI.