Today, communication is far more than an exchange between companies and customers. Every interaction generates data that offers valuable insights into customer needs, decision-making processes, and areas for improvement. Yet despite this enormous potential, much of the information remains unused in many organisations. The result is inefficient processes, unclear responsibilities, and missed opportunities in marketing and service.
Why data-driven communication is becoming increasingly important for businesses
Whether it’s a phone call, form, chat or message, every interaction leaves digital traces. Our partner matelso has developed a solution that enables companies to consistently collect and evaluate this data – known as lead tracking. This provides answers to key questions:
- Which channels generate the highest volume and most valuable leads?
- Where do bottlenecks or unnecessary friction losses occur in communication?
- What topics are customers really interested in?
- How well do individual locations, teams or service units perform?
- Which touchpoints lead to successful deals or positive customer experiences?
Market developments also show that CRM and system-supported communication data are no longer just nice to have: according to statistics, 91% of companies with ten or more employees now use a CRM system. Companies that consistently maintain their communication and customer data have been able to increase their turnover by an average of 29% and their productivity by 34%.
The influence of structured communication data on multi-site companies
For companies with multiple locations, data-driven communication is becoming a decisive factor. This is where there are major differences between regions, teams and structures. Much of the data is stored locally and is difficult to compare without uniform systems.
A consistently data-oriented strategy offers several advantages:
- Performance and service quality of locations become comparable
- The need for optimisation becomes apparent without overburdening locations.
- Successful processes can be standardised and transferred to new locations.
- Marketing measures can be targeted specifically at the locations where they actually have an impact.
- Key decisions are based on real insights, not assumptions
advantago supports companies in precisely this area. Through local marketing and clearly defined process data, complex location structures can be uniformly evaluated and controlled. The resulting data forms the basis for sustainable decisions in the areas of marketing, service and sales.
A look at practical data also shows the strong influence that structured communication processes can have on performance. A case study by our partner matelso revealed that the complete recording of all online and offline leads has a significant effect on the quality of results. After a company was able to map all enquiries across all channels, the measured conversion rate rose from 1.1% to 30%.
Insights into data-driven communication: The conversation between advantago and matelso
During our visit to matelso’s headquarters in Kaiserslautern, Germany, we gained deeper insights into the ecosystem of data-driven communication. The conversation between our colleague Simon Kohl and Nicole Arne, which we recorded on site, was particularly valuable.
In the interview, Nicole Arne explains, among other things:
- How communication data from telephones, forms and digital channels is centrally collected
- How companies gain real customer journey insights from this data
- How lead management becomes more efficient when all data is collected in one place
- How integrations into CRM and campaign tools enable better decisions
Interested?
Click here for the full interview with Nicole Arne.
You can also find another interview on our partner matelso’s YouTube channel, offering additional insights into the perspective of multi-location companies.
Why communication data and advantago form a powerful combination
The combination of local visibility and data-driven communication creates a new level of transparency. This benefits companies by providing:
- Clear indications of how customers respond to locations, teams and campaigns
- A measurable basis for service quality and performance evaluation
- Reliable data for further process development
- A scalable structure that makes growth more predictable
In conjunction with the location data generated and managed by advantago, multi-location companies are empowered to make informed decisions and further develop their multi-location marketing.
Conclusion: Communication is a data space, and this space deserves attention.
Communication is not just an operational process, but one of the most important sources of data for modern brands. Those who consistently use communication data recognise patterns, identify potential and create a strategic basis for growth and customer experiences.
For companies with multiple locations, this approach is a key driver of success. By combining data-driven communication with structured location management, improvements can be implemented systematically, delivering long-term impact.
The interaction between advantago and matelso’s solutions creates the ideal foundation for this. The combination of local visibility, centralised management, and structured location data provides the framework in which data-driven communication can deliver maximum impact.
