CallRail Adds Self-Reported Attribution Tools

Atlanta-based call tracking, marketing and lead intelligence platform CallRail has added AI-driven, self-reported attribution capabilities to its CallRail Labs innovation program, promising visibility into the impact on sales of branding, word of mouth, social media and other channels.

The company was established in 2011, providing digital marketing attribution for a business's calls, texts and form fills. In December 2020 it received $56m in funds from two of its existing investors. Today its products integrate with the biggest marketing and sales platforms including HubSpot, Facebook, Salesforce, and Google Ads and Analytics.

The new, patent pending approach gives insights into buyer journeys and the influence of indirect marketing channels. Clients can also use conversational AI to analyse customer comments revealing 'hidden' upper funnel factors and the factors that prompt their engagement and purchase decisions.

Emily Popson, the company's Senior Director of Growth Marketing, comments: 'Until now, it's been notoriously challenging to measure the influence of brand marketing, word of mouth, or dark social - that data was hidden in conversations. By bridging the gap between traditional attribution methods and AI-driven insights, self-reported attribution empowers marketers to make even more informed decisions and confidently navigate the complexities of today's marketing landscape'.

Web site: www.callrail.com .