Case Study: The Telegraph achieves a 51% increase in high-value calls and improved call intelligence with Infinity Tracking

How the major newspaper delivered a 12.5% increase in high quality calls

The Telegraph, the UK’s leading quality news brand reaching over 27 million digital users, needed clearer insight into the calls it sent to partners: which calls became sales or bookings, which content drove leads, and how to manage a high daily volume of tracked numbers. Without end-to-end visibility, the business couldn’t accurately measure marketing effectiveness across its Travel, Financial Solutions and Subscriptions verticals.

By deploying Infinity’s call intelligence—conversation analytics to detect payment and keyword signals, visitor-level tracking integrated into Adobe, and on-demand trackable numbers—The Telegraph gained a full view of call journeys and call quality. Results included a 12.5% year-on-year increase in high-value calls over five minutes, a 51% bump in high-value organic-search calls during peak seasons, a 9% rise in enquiry calls year-on-year, a 2.5% increase in average call duration from marketing insights, and operational changes such as extended call-centre hours based on missed-call reporting.

The Telegraph

Katrina Broster

Head of Acquisition Strategy