Delacon: Helping customers spend marketing dollars wisely with ML-powered analytics

About Delacon

Founded in 1996, Delacon provides call tracking and analytics that enables clients to capture caller information and send it to reporting software for segmentation. Marketers, media agencies, and businesses can then track a customer journey from marketing campaign creation to a phone call and beyond.

Industries: Technology
Location: Australia

With Google Cloud, Delacon is transforming its business from providing a standard call analytics solution to a more data-driven, advanced-speech analytics capability. This allows clients to not only understand what drives calls to their business, but what happens to those calls.

Google Cloud Results

  • Provides call tracking and analysis reports to clients faster
  • Enables business to move from standard call analytics to data-driven speech analytics
  • Improves client marketing and operations investment spend

Reduced cost per acquisition for one client by 11% in one month

Modern marketers, media agencies, and businesses can potentially reach consumers over hundreds of channels. The rapid emergence of new channels can make optimizing marketing spend a challenging exercise – yet for many marketers, agencies, and businesses, phone calls continue to be a key source of quality leads. A large proportion of sales conversions that originate from online or offline campaigns take place over the phone.

Delacon aims to help clients maximize the value of marketing over this channel. Founded in 1996, the business provides call tracking and analytics that enables clients to capture caller information and send it to reporting software for segmentation. Marketers, media agencies, and businesses can then track a customer journey from the creation of a marketing campaign to a phone call and beyond.

This enables Delacon's clients to optimize marketing campaigns and allocate budget to areas where it will have greatest effect.

The business offers clients a pool of dynamic call numbers that can be used to track the journeys of visitors to a website, and specific call numbers to track phone leads from offline media such as print or billboard campaigns. Any visit tracked by a dynamic call number is sent to Delacon's reporting software for analysis to optimize marketing campaigns or channel investments.

"We had two primary reasons for choosing Google: the strong existing relationship we had with the cloud service provider – including being a Google Analytics Certified Partner – and our view that Google provided stronger, more robust artificial intelligence, machine learning, and call transcriptions than the alternative provider."

Michael Center, Chief Executive Officer, Delacon

A range of challenges

Like all businesses in the digital era, Delacon is experiencing an array of challenges. International competitors are entering the market, increasing the options available to clients and increasing downward pressure on prices. At the same time, clients are demanding faster, deeper, and more accurate insights, prompting marketing technology providers to invest in automation, artificial intelligence, and machine learning. Furthermore, Delacon must meet client, consumer, and regulators’ requirements for greater data security and privacy.

"We operate in a constantly evolving sector and we have to be ready to move and deliver for our clients," says Michael Center, Chief Executive Officer, Delacon. "Our aim is to be the call tracking partner of choice and to provide data to enable customers to make better business decisions."

From its inception, Delacon has turned to technology to innovate and deliver success. The business operates an innovation center in India to take advantage of the country's talented pool of IT experts and developers – helping ensure its product suite continues to evolve and adapt. However, its technical and business leaders realized Delacon could not achieve the required agility, security, responsiveness, and technology leadership with its existing infrastructure.

"With our speech analytics software now running in Google Cloud we can evaluate the business problems and challenges our clients face and provide solutions, without requiring clients to upgrade their existing technologies."

Michael Center, Chief Executive Officer, Delacon

More robust AI and ML

The business decided to move to the cloud and evaluated Google Cloud and another cloud services provider. "We had two primary reasons for choosing Google: the strong existing relationship we had with the cloud service provider – including being a Google Analytics Certified Partner – and our view that Google provided stronger, more robust artificial intelligence, machine learning, and call transcriptions than the alternative provider," says Center.

Migrating to Google Cloud would also make it easier for Delacon's larger clients – many of which already used the Google technology stack – to use the company's call tracking and analytics software. In addition, Google's strong client and account management support, as well as the ease of operation and management of its cloud technologies, helped convince Delacon's leaders they were making the right move.

"With our speech analytics software now running in Google Cloud we can evaluate the business problems and challenges our clients face and provide solutions, without requiring clients to upgrade their existing technologies," says Center. "We also look at the upcoming product roadmap pipeline from Google so we can provide our clients with innovative solutions when they are rolled out."

Delacon is now using Cloud Speech-to-Text to transcribe recorded audio for call center conversations; Compute Engine virtual machine instances; Cloud Storage to retain audio files and text transcription files; Cloud Encryption At Rest to encrypt files at rest for more secure storage; Google Sentiment Analysis through Cloud Natural Language to identify emotions and opinions in text, delivering insights into how effectively clients' call centers are handling customer calls; and AutoML Natural Language to analyze call transcriptions to categorize output in ways customized for individual clients. In addition, Cloud Partner Interconnect enables Delacon to connect its infrastructure to Google Cloud Platform.

Delivering call tracking and reports faster

Moving to Google Cloud Platform enables Delacon to provide speech analytics results and reports to clients faster and develop new features to meet customer demands more quickly. In addition, the business is paying only for those Google Cloud services it uses, aligning costs with growth and making it easier to budget effectively. Google security features and services enable Delacon to meet client and customer expectations of more stringent data security.

Furthermore, the flexibility and cost effectiveness of Google solutions enables Delacon to meet customer expectations for affordable products and solutions, while using machine learning, artificial intelligence, and automation to deliver deeper, more relevant insights.

In one case, Delacon provided speech analytics with sales call tracking and optimization into the DoubleClick advertising management solution. The client ran speech analytics on business-as-usual fixed campaigns in AdWords and gained insights it started testing with different audience targeting strategies. Delacon provided the client with details of telesales conversions for its cost-per-acquisition metric. When measuring online and sales together for the first time, the client found the total cost-per-acquisition was $82.

Delacon then provided best- and worst-performing keywords by campaigns. In July, the client separated those two campaigns and began targeting three different audiences using Delacon's keywords data for optimization. This reduced its cost-per acquisition from $82 to $73 in just one month.

"With Google Cloud, we are in a position to track overall call performance from media activity to demand generation, call insights, and call outcomes. This will help our clients obtain better performance from marketing and operations investment spend."

Michael Center, Chief Executive Officer, Delacon

A roadmap for growth

With Google Cloud providing resilient, highly available infrastructure and machine-learning-powered insights, Delacon is establishing a roadmap for growth. "With Google Cloud, we are moving from offering a standard call analytics solution to a more data-driven, advanced-speech analytics capability," says Center. “This allows clients to not only understand what drives calls to their business, but what happens to those calls."

"With Google Cloud, we are in a position to track overall call performance from media activity to demand generation, call insights, and call outcomes. This will help our clients obtain better performance from marketing and operations investment spend."

About Delacon

Founded in 1996, Delacon provides call tracking and analytics that enables clients to capture caller information and send it to reporting software for segmentation. Marketers, media agencies, and businesses can then track a customer journey from marketing campaign creation to a phone call and beyond.

Industries: Technology
Location: Australia
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