CallRail > Case Studies > Leveraging AI for Enhanced Marketing Campaigns: A Case Study on Brand Ranch Media

Leveraging AI for Enhanced Marketing Campaigns: A Case Study on Brand Ranch Media

Technology Category

Cybersecurity & Privacy - Identity & Authentication Management

Applicable Industries

Cement
Telecommunications

Applicable Functions

Quality Assurance
Sales & Marketing

Use Cases

Visual Quality Detection

Services

Testing & Certification

About The Customer

Brand Ranch Media is a marketing agency based in Texas that operates with a commitment to transparency and accountability. The agency believes in spending client marketing dollars as if they were their own and uses advanced tools to prove their commitment to their clients. They aim to provide their clients with immediate insights from customer calls and prospects, optimize ad spend, and improve the quality of customer service. The agency serves a variety of clients, including those using CRMs and those in industries where real-time visibility into call handling is crucial, such as home service businesses.

The Challenge

Brand Ranch Media, a Texas-based marketing agency, was committed to providing transparent and accountable services to its clients. The agency was keen on proving its return on investment (ROI) to clients and optimizing ad spend. However, the challenge was to accurately track the source of leads and phone calls, identify trends, and reallocate funds from inefficient parts of the media mix to those yielding better returns. The agency also wanted to provide its clients with immediate access to insights from customer calls and prospects, which was a time-consuming process. Furthermore, they aimed to improve the quality of their client's customer service and frontline teams without having to manually listen to every call.

The Solution

Brand Ranch Media adopted CallRail Call Tracking and Conversation Intelligence, AI-powered tools, to address their challenges. CallRail Call Tracking allowed the agency to fine-tune where ad dollars were spent by identifying the source of phone calls and leads. On the other hand, Conversation Intelligence used AI to process call transcripts and mark them as qualified or unqualified. The results were then used to prioritize lead follow-up and automatically optimize each client’s ad spend. The tool also provided insights into the tone and quality of the conversation immediately after a call ended, enabling the agency to identify areas of improvement. The Premium Conversation Intelligence features provided call summaries and automatically categorized conversations as positive, negative, or neutral. This AI-driven approach enabled the agency to offer real-time visibility into call handling and coach reps on the spot, thereby improving customer service.

Operational Impact

The implementation of CallRail Call Tracking and Conversation Intelligence brought about significant operational improvements for Brand Ranch Media. The agency was able to prove its ROI to clients more effectively and optimize ad spend based on accurate tracking of leads and phone calls. The AI-powered tools provided immediate insights into customer calls and prospects, enabling the agency to identify trends and reallocate funds to more profitable areas. The ability to understand the tone and quality of conversations immediately after a call ended allowed the agency to quickly identify areas of improvement and recommend solutions to clients and their frontline teams. The use of AI also enabled the agency to provide real-time visibility into call handling and coach reps on the spot, thereby improving customer service. Overall, the use of CallRail enhanced transparency between Brand Ranch and its clients and provided greater insight into their operations.

Quantitative Benefit