Using ARMOR® Performance Dashboard to be More Successful

Getting Started - Overview

The top of your dashboard provides an overview of your protected numbers and general answer rate statistics. To the right is a range of filters you can use to access ultra-targeted statistics. As you modify these filters, all of the dashboard data will update to match your specific query. 

In addition to choosing your date range and data grouping (to graph data by day, week, or month) you can use filters to query specific data sets, including:
 

• None - every call you make
• Time - affects how calls are presented by day data
• Carrier(s) called - e.g. See Verizon calls only
• Phone number(s) called from - e.g. Get call data for these 3 numbers only
• Line Type(s) called to - e.g. View landline and mobile statistics
• Connect Score(s) for the contact called - e.g. A lead quality metric (more below)
• State(s) called - e.g. Only show me calls to CA and NY
• Number Pool Name - e.g. See stats by custom use case/number group(s)
   

Available Charts + Data Splits

As you scroll down your dashboard, you’ll find all kinds of charts and statistics to help you learn how call behaviors impact your results. Some of these charts include:

• Call volume
  The number of calls placed
• Call answer rates
  The percentage of calls answered
• Time of day statistics & heatmaps
  Shows call volumes and answer rates by time of day
• Day of week statistics & heatmaps 
  Shows call volumes and answer rates by day of week
• Location-based heatmaps 
  Shows call volumes and answer rates state-by-state
• Answer rate by lead age

Shows how lead age impacts the call-to-connect rate

• Unique contacts called 
  The # of unique contacts dialed
• Contact rate
  The % of contacts reached, regardless of how many attempts
• Call to Contact Ratio
  The frequency of calls per period to contacts called at least once
• Call outcomes (dispositions) 
  Breakdown of call outcomes achieved
• Call duration
  The length of live calls–a quality vs. nuisance indicator
• Call attempts unanswered
  A ranking of the most frequently called, but unanswered numbers
• Call volume by SIP response 
  Breakdown of carrier-assigned call statuses (e.g. blocked, bad number)
• Connect Score groups
  Performance based on quality (low, med, high) of contacts/numbers dialed

Many of these charts can be further “split” (using the drop down in the top right corner) by specific data points empowering you to get ultra-granular with your data, and make strategic optimizations accordingly.

Available splits include:
 

• Phone number (e.g. number vs. number, as shown above)
• Line type (e.g. landline vs. mobile)
• Agent (e.g. compare John to Jane)
• Carrier (e.g. Verizon vs. T-Mobile)
• Lead source (e.g. compare one lead source to another, note: add source upon import)
• Connect score (e.g. performance for low vs. med vs. high scores)
• Number pool (e.g. compare performance by number pool)
• Response (SIP) code (only available on Call Volume chart)

Raise Your Answer Rate IQ

There’s a lot you can do with these analytics. The more you filter and manipulate your data, the more insights you’ll unearth to fine-tune your strategy. Here are some examples and best practices:

Call Volume & Answer Rates:
A great starting point. See how your call volume impacts results, and how answer rates fluctuate across numbers, carriers, locations, date ranges, and other filters.

Heatmaps
Use the maps to see the intensity of your campaign footprint and results by state and call times.

Best time to call

Answer rates can vary dramatically by time of day and day of week. Stop guessing and identify when your calls are more likely to be answered so you can adjust strategy accordingly. Combine with a state filter to identify the best time to call that state.

States called
Use the charts and heatmaps to identify states where calls are likely to be answered to prioritize outreach and inform lead purchasing decisions.

Carrier filters

Compare and run splits by carrier to gauge if flags are isolated or widespread and to measure the impact a flag is having on your performance. By selecting a specific carrier for focus and then looking at Line Type split you can compare wireless and landline results for that carrier.

Call duration

Are calls long enough to generate results? Are they too long and tying up agent resources? Assess call duration across specific numbers, by time of day, and more.

Pro Tip: Having your dashboard open in multiple browser windows, and selecting different filters on each, can be a useful way to compare and contrast results.

Comparing Answer Rates

Answer rate variance can mean many things. Here are key factors to consider when analyzing answer rate data and adjusting your strategy:

• Phone number reputation
  Numbers with lower answer rates may carry spam labels on certain carriers, discouraging recipients from answering. These calls may be blocked (SIP 603, 608), sent to voicemail (SIP 200), or ignored and time out (SIP 487)—depending on the recipient’s settings.
• Agent practices
  Agents may be calling at suboptimal times for their leads or lead locations, using ineffective scripts, working lower-quality leads, dialing numbers less likely to answer, or not letting the phone ring long enough. Measuring volume, answer rates, and call durations across different numbers used by your agents can help identify agents who need coaching… or who should be modeled for success.
• Campaign targeting & timing
  Campaigns with lower answer rates may also be impacted by poor timing, low-quality leads, or calling numbers less likely to answer. Evaluating lead quality, timing strategy, and call patterns can help improve results.

Connect Score Meaning & Usage

Calling the wrong numbers not only wastes time, it increases spam risk and drives down answer rates. Connect Score – a measure of each dialed number’s activity-level observed across the ARMOR® Observation Network – can be used to assess lead quality, and its impact on connections.
 

• High: High confidence that the phone is connected, assigned to a subscriber, and someone has been taking calls consistently for 12 months.
• Medium: The number is connected and assigned to an active subscriber, but consistent activity is observed over a shorter timeframe.
• Low: High confidence that the phone is either disconnected or no one will answer when the number is dialed.

Running A/B Tests

You can use the ARMOR® dashboard to measure how strategy shifts impact results.

• Setup: Allocate one or more phone numbers to the old methodology, and one or more numbers to the new methodology. Run your calls as planned.
• View analytics: Compare results across your number sets to determine performance differences.
• Explore Number Pools: Pools let you group numbers by use-case, team, or operational methodology, so you can easily compare results in the ARMOR® dashboard.

For example, if you try a new script that is less aggressive for sales and more polite to reduce spam flags/blocks, you can put those numbers in “Trial” pool and compare their performance to former numbers. Use both sets of numbers, and compare answer rates, call duration, and outcomes. Filter the results by carrier, state, and time period to gain deeper insights.

• Explore Lead Sources: When importing leads, you can assign a lead source. This gives you the ability to compare performance across vendors, marketing initiatives, and focus resources accordingly.
  
  For example,
  • Lead Source 1 - 22% answer rate, 75% of numbers are “high” Connect Score.
  • Lead source 2 - 6% answer rate, 47% of numbers are “low” Connect Score.

Take this data back to your lead vendors, or simply prioritize or reallocate your budget, to ensure your calls are likely to support your reputation and results.

Related: How to Use Your Dashboard to Diagnose Problems & Reduce Spam Flags