Published: Apr 29, 2021
Focus: NPIF Maven Equity Finance
NPIF Maven Equity Finance invested £1.35 million, alongside £300,000 from the Maven VCTs. The new funds will enable the business to scale and further develop its proprietary A.I technology solutions as well as create 25 new jobs across its technology, data science, business development and sales & marketing functions. eSalesHub operates in the UK data analytics and insights market, with an existing product suite that covers call centre and recruitment media, tracking and analysis. The trend in recent years to online shopping has been mirrored with rapid growth in online marketing, and despite the growth in online, tracking sales from online clicks through offline sales remains as important as ever.
Click through calls from Google alone are estimated to grow considerably as consumers still require that human interaction before making purchases of goods and services. This has created problems for marketers, who historically have been unable to track the customer journey when it shifts from online to offline, making accurate measurement of digital marketing success and value for money, impossible.
eSalesHub’s technology was developed in-house to solve this problem, connecting the on and offline customer journey to provide meaningful insights into all elements of the customer experience, broken down by demographics.
The technology automates call tracking, covering both the classification of calls into categories such as Sales, Customer Service or Supplier and also tracks each call through to its outcome. This provides clients which include British Gas, Connells Estate Agency and Europcar, full marketing attribution back to the initial keywords that triggered the enquiry, enabling marketing professionals to accurately measure the effectiveness of their digital marketing spend.