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Don't use inaccurate data to measure branded calling performance

Branded caller ID is an investment for any enterprise that makes a high volume of calls. And, just as with any other expense, management wants to see data showing that they’re getting a good return on that investment. 

But what if the analytics proving ROI are based on inaccurate data? That’s the current situation for many companies that use branded caller ID to improve their answer rates and other key metrics.

With the latest update to Hiya Connect (Hiya’s branded calling solution), Hiya has become the only solution on the market to provide genuinely accurate branded calling performance data. This major update brings a unified, global console experience powered by the Hiya network across all our customers.

Here’s what makes our data better.

Data free of artificially inflated answer rates

Hiya’s research shows that answer rates have grown significantly since the introduction of iOS 17's Live Voicemail — sometimes doubling answer rates. Automated answering technologies, like iOS 17’s Live Voicemail and Google Pixel Call Screen, convert voice to text so users can read the message and determine if they want to take the call while the caller is still on the line. The problem is that most branded calling analytics show these screened calls as ‘answered,’ even if no one picks up the phone, artificially inflating call performance metrics.

But, analytics provided by Hiya Connect can distinguish between calls answered by these voicemail systems and calls answered by an actual human and only show analytics that reflect fundamental human interactions.

This is no small problem. According to Statista, iPhones account for more than half of the mobile phones in the US alone (54%), and as more users upgrade to iOS 17, the problem will only worsen.

Related blog post: Deflating the ballooning challenge of Artificially Inflated Traffic    

Data from multiple sources

Other branded call solutions get their data from a provider that offers data obtained from a single carrier. The data in Hiya’s console comes from a wide range of sources, both in the US and internationally. Data sources include:

  • Device manufacturers
  • Mobile apps (including the Hiya mobile app)
  • Carriers
  • Purchased third-party data sources

This diverse set of data sources ensures highly accurate and consistent analytic trends. It also helps avoid the common inaccuracies from live voicemail when using single-provider sourced data. 

Global data sources

No other branded call provider has Hiya's reach. The Hiya network extends to more than 40 countries worldwide, including North America, South America, Europe, and Asia/Pacific. 

This gives Hiya customers a precise picture of call branding effectiveness across various regions and providers worldwide. 

Performance science approach

Hiya’s unique performance science approach, developed by industry-leading data scientists and researchers, ensures customers can see the most impactful analytics when evaluating data. That means Hiya only looks at the best, most accurate data streams. Hiya performs this analysis on behalf of its customers, ensuring access to the most precise information, not confined to a single carrier or region. This approach is how we identified and created a solution for the answer-rate issue with iOS 17. 

3. Performance analytics - Global data launch

The analytics console in Hiya Connect enables users to track answer rates, unique answer rates, call durations, and much more. 

To learn more about Hiya Connect — and to request a free call inspection — take the Hiya Connect tour.

Author Alex Salkin