Boosting Customer Engagement & Marketing ROI for a Leading Energy Provider

_{The Challenge:}
Linking Offline Conversions to Digital Campaigns

As one of the largest energy providers in Australia, this company serves millions of households with electricity and gas services. Operating in a highly competitive industry, they need to attract, convert, and retain customers efficiently while managing large volumes of inbound calls.

With many conversions occurring through their contact centre rather than online, the company faced a major attribution challenge—understanding how digital marketing campaigns were driving offline conversions. To address this, they partnered with Delacon to implement advanced Call Tracking, Call Management, and Call Recording solutions.

Challenges for the company included:

• High-Value Conversions via Phone Calls – Many customers prefer to call before switching providers, especially during peak seasons when energy costs rise. Without tracking these calls, attribution gaps made it difficult to optimize marketing campaigns effectively.
• Lack of Full-Funnel Attribution – While online conversions were tracked, phone conversions were unaccounted for, making it challenging to allocate marketing spend efficiently.
• Customer Experience & Operational Challenges – The company also needed to reduce call centre congestion, route calls efficiently, and improve self-service options to enhance customer satisfaction.

“Many customers prefer calling a provider before switching plans, especially when energy costs fluctuate. However, without accurate call attribution, marketing teams lacked visibility into the true impact of their digital campaigns.”

– Ben, Account Manager, Delacon

_{The Solution:}
Advanced Call Tracking & Call Management

To solve these challenges, Delacon implemented a full-suite Call Tracking and management solution, integrating seamlessly with the provider’s digital marketing platforms, CRM, and call centre operations.

1. Call Tracking & Attribution

• Implemented Call Tracking across Google Ads, Facebook, and other digital channels to attribute phone leads to marketing efforts.
• Captured session data, paid search keywords, and customer interactions to identify which ads and campaigns were driving the highest-value phone conversions.
• Integrated with the company’s CRM to match call data with actual sales and revenue outcomes for deeper insights.

2. Data-Driven Revenue Optimisation

• Developed a revenue-based attribution model to assign an average lifetime value to call conversions, even before billing data was available.
• Enabled automated bidding in Google Ads using real revenue data, optimizing spend on keywords and campaigns that drove the most valuable customers.
• Collaborated with the company’s media agency to implement value-based bidding in Search Ads 360, ensuring marketing budgets were allocated efficiently.

“By stitching together Call Tracking data with sales records, we provided full-funnel attribution—allowing the company to optimize their marketing spend based on actual revenue, not just lead volume.”

– Ben, Account Manager, Delacon

3. Call Management: Optimizing Customer Experience

• Geo-Routing – Automatically routed calls to the nearest call centre based on the caller’s location, reducing wait times and improving efficiency.
• Time-Based Routing – Calls were directed to specific cantres depending on time zones, ensuring agents were always available to assist customers.
• Automated Missed Call Alerts – Provided real-time missed call notifications, allowing customer service teams to proactively follow up on potential leads.

“For energy providers, seasonal fluctuations in call volumes are a major challenge. Our call routing solution ensured that calls were handled efficiently across different time zones and regions.”

– Ben,Account Manager, Delacon

_{The Results:}
Improved ROI and More Accurate Targeting

• More Accurate Attribution – The company can now track and measure phone call conversions just as effectively as online leads, providing a complete view of marketing performance.
• Optimised Marketing Spend – With data-driven bidding strategies, the company is investing more in high-value keywords and campaigns, reducing wasted ad spend.
• Improved Customer Service – Call routing and self-service options streamlined operations, reducing call centre congestion and enhancing customer experience.

“With Delacon’s solutions, they’ve unlocked insights that help optimise their media mix, improve customer engagement, and ultimately drive better business outcomes.”

– Ben,Account Manager, Delacon

_{Looking Ahead:}
Adding Channels and Refining Call Management

Following this success, the energy provider is now:

🔹 Expanding Call Tracking across additional digital channels such as social media and email marketing.
🔹 Refining their Call Management strategy to further optimize self-service options and reduce unnecessary inbound calls.
🔹 Exploring AI-driven Speech Analytics to automate call categorization and gain deeper insights into customer sentiment and concerns.

With Delacon’s Call Tracking and Management solutions, this leading energy provider has bridged the gap between digital marketing and offline sales, improving marketing efficiency, customer service, and overall business performance.