Monthly Archives: January 2011

Russian online furniture store Hoff keeps track of calls from the site

Russian online furniture store Hoff keeps track of calls from the siteLiterally a few years ago for the majority of companies there was a huge problem — the inability to evaluate the effectiveness of your investment in advertising. Primarily, this problem was related to the fact that almost every business has multiple entry points customers (shopping cart on the website, the application, the call). And if with online shopping all have learned to work through the module configuration of e-Commerce in Google Analytics and “Yandex.Metric”, then calls the situation was much worse.

That though as-that to evaluate the effectiveness of invested in advertising tools, website owners have introduced additional challenges for operators of call centers, in which the operator had to figure out how the person came to the site and to incorporate such information into CRM. It is clear that such an approach gave low accuracy, but it can be considered the progenitor of modern call tracking. Continue reading