Measuring the success of your brand investments

Who's it for: Marketers and Gong admins

Brand campaigns, whether they involve TV, social media, or a podcast collaboration, are a great way to reach new potential customers. Measuring the effectiveness of these campaigns is crucial to ensure they’re driving tangible business results.

We’ll show you two key ways that Gong can track and measure the impact of your brand investments. This will help you understand if your efforts are leading to more website hits, demos, and ultimately, conversions.

Search conversations

Filter calls to get a deeper understanding of how much interest has been generated by your brand campaign. Here’s how:

1. Go to Conversations > Search > Words or phrases.

   Note:

   Words or phrases is a default filter on the sidebar. If it isn’t there, go to +Add filters, search for Words and phrases and check the box. Click APPLY.

2. Now you can search for calls based on the campaign you’re looking for. Use quotation marks to find exact matches, for example “Super bowl commercial” or “Michael Lewis podcast.”

   

3. To search for several words or phrases, click + next to this field to add additional fields. Enter a phrase to search for calls that contain the term added in the first field, as well as the term’s in the additional fields.

4. Narrow your search further by choosing results that:

   1. Don’t contain the term.

   2. Contain related forms of the term.

   3. Were said by a specific party (your team, the customer, or anyone).

   4. Were said during specific parts of a call (as part of a question, during specific parts of the call, in specific topics).

You’ll see a list of calls where the phrase was mentioned. You have the following options:

• Click on a time segment in a specific call to play it from the exact point where the phrase is mentioned.

• Select a call to open the full transcript, with all instances of the phrase highlighted.

• View the chart at the top of the page to analyze trends.

• Create a stream to automatically collect relevant calls matching your search terms, and receive notifications when new calls are added.

  

Create keyword trackers

Keyword trackers are simple to set up, and provide a valuable way to monitor calls related to your brand campaign. They not only allow you to track specific mentions, but also offer deeper insights, such as win/loss analytics and trends over time. This enables you to see how many deals were converted where your campaign was referenced in at least one customer call.

Here’s how to create your own keyword tracker:

1. Go to Company settings > Customize analysis > Trackers.

2. Click + Create tracker and select Keyword tracker.

   

3. Choose a name and language.

4. Add phrases relating to your brand campaign, separated by commas. Check the box if you want related word forms included.

5. Under Tracker filters, select to have the term tracked when said by people not at your company (prospects or customers).

6. Click on Call filters to narrow your search further by choosing results that were said during specific parts of a call (as part of a question, during specific parts of the call, in specific topics).

7. Under Track in, choose whether you want the tracker to be applied to calls only, or calls and emails.

8. Finally, under Where do you want to use this tracker? select where you want to see tracker results. See this article for more guidance on creating keyword trackers.

You can now use your keyword tracker to filter for relevant conversations faster, and set up a stream – in order to receive notifications when it comes up during a call or email.