Enterprise Call Analytics Platforms 2014: A Marketer’s Guide · Enterprise Call Analytics...

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Enterprise Call AnalyticsPlatforms 2014:A Marketer’s Guide

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© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: [email protected]

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Call Analytics Platforms 2014: A Marketer’s Guide

Table of ContentsScope and methodology ......................................................................................................... 2Call analytics market overview ................................................................................................ 3

Table 1: Projected U.S. smartphone penetration ........................................................... 3Inbound calls prove highly profitable .................................................................................... 3

Table 2: Inbound phone calls provide highest value business leads ............................. 4Call analytics try to close the gap between the phone and marketing ................................ 4

Table 3: Contact center analytics lift performance ......................................................... 5Fragmented vendor market on the verge of consolidation .................................................. 5

Table 4: Selected call analytics public and venture funding ........................................... 6Call analytics market trends .................................................................................................... 6

Trend #1: Call analytics become part of the advertising and marketing technology ecosystem .......................................................................................... 6Trend #2: Mobile search drives growth in volume and quality of inbound calls .................. 7

Table 5: Projected growth in mobile search-driven business calls, 2010-2018 .............. 7Table 6: Decision-making stage when mobile search users call ..................................... 8

Trend #3: Rapid increases in call fraud spur development of prevention tools .................... 8Table 7: Call fraud detection and prevention process .................................................... 9

Enterprise call analytics platform capabilities ....................................................................... 9Table 8: Selected enterprise call analytics platform features ....................................... 10

Choosing an enterprise digital analytics platform .............................................................. 12Recommended steps to making an informed purchase ..................................................... 13Step One: Do you need an enterprise call analytics platform? .......................................... 13Step Two: Identify and contact appropriate vendors .......................................................... 14Step Three: Scheduling the demo ....................................................................................... 14Step Four: Check references, negotiate a contract ............................................................. 15

Conclusion ............................................................................................................................... 16Vendor Profiles ....................................................................................................................... 17

Call Rail ................................................................................................................................ 17CallSource ............................................................................................................................ 19CallTrackingMetrics .............................................................................................................. 20Ifbyphone ............................................................................................................................. 22Invoca .............................................................................................................................. 24LogMyCalls ...................................................................................................................... 26Marchex ........................................................................................................................... 28Mongoose Metrics LLC ................................................................................................... 30ResponseTap Ltd ............................................................................................................. 31Telmetrics ........................................................................................................................ 33

Resources ............................................................................................................................ 35




Scope and MethodologyThis report examines the current market for enterprise call analytics platforms and the considerations involved in implementing this technology. This report answers the following questions:

• What trends are driving the adoption of enterprise call analytics platforms?• Does my company really need an enterprise call analytics platform?• What capabilities do enterprise call analytics platforms provide?• Who are the leading players in enterprise call analytics?• How much do call analytics platforms cost?

For the purposes of this report, the term “enterprise call analytics” describes software that manages the inbound phone channel (including both landlines and mobile phones), from assigning call tracking numbers to measuring, monitoring, analyzing, and reporting the resulting caller data. Enterprise call analytics platforms provide call tracking, recording, routing, and attribution tools to enable these functions. This report is for marketers seeking to monetize inbound phone calls, rather than creating operational efficiencies in the call center.

If you are considering licensing an enterprise call analytics platform, this report will help you decide whether or not you need to. It provides relevant statistics on market growth, developing market trends, recommended steps for making an informed purchase decision, and profiles of ten leading enterprise call analytics vendors.

This report is not a recommendation of any call analytics company, and is not meant to be an endorsement of any particular product, service or vendor. The vendors profiled were selected based on their roles as industry leaders in enterprise call analytics, or because their entire revenue comes from enterprise call analytics software and services. Enterprise call center systems that focus on operational efficiency and are offered by vendors such as Aspect, Calabrio, and SAP are beyond the scope of this report.

Our purpose is to look at call analytics platforms for large enterprises, with a particular eye toward how they are managing and monetizing inbound phone calls. Third Door Media conducted numerous in-depth interviews with leading vendors and industry experts in July and August 2014. These, in addition to third-party research, form the basis for this report.

September 2014Consulting Editor: Michael Boland, Chief Analyst and Vice President, BIA/Kelsey Research/Writer: Karen Burka, Senior Research ConsultantEditor: Claire Schoen, VP, Marketing Services, Third Door Media

www.biakelsey.com

http://thirddoormedia.com/




Call analytics market overviewSmartphone ubiquity has changed the way consumers communicate with brands. It is also now changing the way brands view the telephone as an inbound marketing channel. As consumers increasingly use their smartphones to research, browse, and connect with businesses, brands are developing a newfound respect for the inbound call as an integral part of the conversion path.

U.S. smartphone penetration is at 72 percent and projected to reach 95 percent by 2018, according to BIA/Kelsey (see Table 1).

Inbound phone calls are becoming one of the most profitable sources of business leads.

Source: BIA/Kelsey

Table 1: Projected U.S. smartphone penetration

Even more important to marketers is the emerging connection between smartphones and search. BIA/Kelsey found that 25 percent of all search queries come from mobile devices; half of those queries have a local intent (see Trend #2 on page 7 for more information).

Inbound calls prove highly profitable Inbound phone calls are becoming one of the most profitable sources of business leads. Two-thirds of businesses report that inbound calls provide either good or excellent value, more than online forms, email, and clicks to maps, according to BIA/Kelsey’s Local Commerce Monitor (see Table 2).

Brands have responded to this market opportunity by spending nearly $65 billion annually on newspaper, yellow pages, radio, search, and online directory advertising that connects consumers with businesses via the phone. The challenge has become how to efficiently collect, store, analyze, and act upon the caller data that can be captured from the growing volume of inbound calls.

190.5M

213.8M239.2M

261M

277M

286M

65%

72%

80%

87%92%

95%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

50

100

150

200

250

300

350

2013 2014 2015 2016 2017 2018

snoillim ni e

mulov enohpramS




Only six percent of businesses say they are “extremely satisfied” with their ability to use call data to make better customer experience management decisions, according to Aberdeen Group research.

Source: BIA/Kelsey Local Commerce Monitor

Table 2: Inbound calls provide highest value business leads

15.8%

19.2%

28.7%

26.1%

38.7%

38.4%

9.7%

9.5%

15%

28%

19.5%

28%

0% 10% 20% 30% 40% 50% 60% 70%

Paid leads

Clicks to map

Email

In-person

Online form

Inbound calls

Percentage of respondents

Lead

sou

rce

Good value Excellent value

Marketers are hard-pressed to identify and understand the relationship between the phone and the marketing campaigns – whether traditional or digital – driving the calls. Only six percent of businesses say they are “extremely satisfied” with their ability to use call data to make better customer experience management decisions, according to Aberdeen Group research.

Call analytics try to close the gap between the phone and marketing

A variety of enterprise call analytics platforms are designed to help brands close the gap between inbound calls and the marketing channels that most effectively drive them. The goal is to move brands beyond counting calls to tracking, analyzing, scoring, and routing them to the right sales staff and locations that can turn callers into customers.

Marketers in high-value vertical industries, including financial services, high-tech, travel, and automotive, are the early adopters of call analytics platforms. Google research found that the mean price threshold to prompt consumers to call a business to make a purchase or transaction in these industries is as follows:

• High-tech: $265• Travel: $320• Financial services: $416; and• Automotive: $1,195

What was once a sales-driven outbound call center model is increasingly becoming an inbound marketing function. Enterprise technology purchase decisions are moving from the CIO to the CMO, and industry research suggests that analytics tools used in the contact center can also improve performance for a number of marketing KPIs, namely customer retention and customer lifetime value (see Table 3). Call analytics vendors are now targeting these tools to the CMOs making the technology investment decisions.




Fragmented vendor market on the verge of consolidation

Although call tracking technology is not new, the market is rapidly evolving. Vendors such as Marchex and Telmetrics have been in business for more than a decade, with Marchex filing an initial public offering in March 2004. The company used IPO proceeds to make several acquisitions between 2006 and 2011, including VoiceStar, Jingle Networks, and Open List. LogMyCalls was founded in January 2005 as a phone training company focused on sales agent monitoring and performance

The market has become more crowded as companies such as Invoca, Ifbyphone, and ResponseTap raised venture capital to fund acquisitions, software development, and bigger salesforces (see Table 4). For ResponseTap, venture capital also helped the company rebrand its product offerings and target the U.S. market.

In mid-September 2014, Ifbyphone announced the acquisition of competitor Mongoose Metrics for an undisclosed sum. The move could signal the beginning of a wave of consolidation among existing vendors and large technology enterprises looking to add call analytics capabilities to their marketing stacks. Startups face stiff barriers to entry, however. Vendors must negotiate contracts with leading telecommunications network providers which are demanding higher minimum revenue commitments. To meet these requirements, vendors need a significant base of existing or committed business. Vendors also need to make large investments in infrastructure to successfully service the growing volume of calls driven by the mobile channel.

In mid-September 2014, Ifbyphone announced the acquisition of competitor Mongoose Metrics for an undisclosed sum. The move could signal the beginning of a wave of consolidation among existing vendors and large technology enterprises looking to add call analytics capabilities to their marketing stacks.

Source: Aberdeen Group

Table 3: Contact center analytics lift performance

7.3% 7.0% 6.7%6%

5.3%

4.4%3.9%

2.4%

-0.1%

2.8%

1.2%

-2.4% -0.4% -0.8%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

Customerreten�on

Improved no.of customercomplaints

Customersa�sfac�on

IVRcomple�on

rate

Agentu�liza�on

rate

Customerlife�me value

First contactresolu�on

rate

Analy�cs Users Non-users




Source: Third Door Media

Table 4: Selected call analytics public and venture funding

Invoca

ResponseTap

Marchex

Ifbyphone

Vendor

January 2014

May 2014

March 30, 2004

September 2014January 2014

Date

$20M Series C round

Accel Partners, Salesforce Ventures, Rincon Venture Partners, and Upfront Ventures.

$6.8M Series B round

$28M raised in an IPO

Beringea Private Equity and Eden Ventures.

Not applicable.

$30M Series E round$9M Series D round

Apex Venture Partners, NewSpring Capital, Origin Ventures, River Cities Capital Fund, i2A Illinois Accelerator Fund, Spring Mill Venture Partners, and SSM Partners.

Amount Investors

Call analytics market trends

Several important trends are fueling growth in the call analytics market, including:• Call analytics becoming part of the advertising and marketing technology ecosystem.• Mobile search driving growth in the volume and quality of inbound calls.• Rapid increases in call fraud spurring development of prevention tools.

The following section explores each of these trends in more detail.

Trend #1: Call analytics become part of the advertising and marketing technology ecosystem.

Enterprise marketers are increasingly demanding a unified interface to track, measure, and optimize data from the growing number of digital and offline channels. These channels now include inbound mobile, email, organic and/or paid search, display advertising, social networks, affiliates, ecommerce, direct mail, and broadcast. Integration with the marketing and advertising technology platforms used to manage these channels has become an essential feature for call analytics platforms, as a result.

The majority of vendors profiled in this report offer native (out-of-the-box) integration with digital marketing and advertising platforms including:

• Google Analytics and Adobe Analytics for digital analytics.• Marin Software, Doubleclick, Acquisio, and Kenshoo for PPC campaign management.• HubSpot, Salesforce, and NetSuite for CRM and marketing automation.• Tealium and Ensighten for tag management.

Virtually of the vendors profiled in this report offer open application programming interfaces (APIs) to facilitate importing and exporting third-party data from additional systems including data management platforms (DMPs), demand side platforms (DSPs), and A/B or multivariate testing tools. Access to these APIs may or may not be included in base pricing.

Enterprise marketers are increasingly demanding a unified interface to track, measure, and optimize data from the growing number of digital and offline channels.




Trend #2: Mobile search drives growth in volume and quality of inbound calls

Mobile search is projected to drive 73 billion inbound calls annually by 2018, according to BIA/Kelsey (see Table 5). The total represents a 42 percent annual compound growth rate since 2011.

Source: BIA/Kelsey

Table 5: Projected growth in mobile search-driven business calls, 2010-2018(volume in millions)

80,000

Paid Search Organic Search Mobile Search

2010 2011 2012 2013 2014 2015 2016 2017 2018

70,000

60,000

50,000

40,000

30,000

20,000

10,000

The majority of mobile search-driven calls represent high-quality, high-value local leads with a demonstrated intent to convert. Fifty-seven percent of mobile searchers call a business versus seven percent of desktop local searchers, according to BIA/Kelsey. This connection between mobile search and the telephone will increasingly enable enterprise marketers to monetize inbound phone calls.

Google research similarly found that 73 percent of mobile searches trigger additional actions and conversion events that include calling a business, visiting a retailer’s website, visiting a brick-and-mortar store, and making a purchase. Sixty-three percent of those actions occur within one hour of the initial mobile search. Mobile searchers also are calling businesses at several important decision-making stages. More than half of mobile search users said it was either very or extremely important to be able to call a business during both the research and purchase stages of their decision making, according to Google research (see Table 6).

Call analytics software vendors have responded to marketer demand to monetize these opportunities. Current expanded product suites can include call tracking and analytics, call recording, keyword tracking, attribution, conversation analytics, and fraud prevention tools to help marketers better allocate resources and measure marketing campaign ROI.

More than half of mobile search users said it was either very or extremely important to be able to call a business during both the research and purchase stages of their decision making…




Trend #3: Rapid increases in call fraud spur development of prevention tools

The increase in mobile inbound calls has led to a corresponding rise in call fraud. Fraudulent calls from telemarketers (i.e., autodialers and robocalls), spammers (including “masked voices” that hold the line for 30 seconds or more to qualify calls), and fax machines, as well as inadvertent misdials and hang-ups, increased 162 percent during the one-year period ending in January 2014, according to BIA/Kelsey’s Phone Calls: The New Ad Currency of the Smartphone Era report. Call analytics vendors estimate that as much as 40 percent of all calls from local ads are spam calls.

Call fraud has become a serious issue for marketers that utilize the inbound call channel because of the industry’s usage-based pricing models. Fraudulent calls inflate marketers’ prices and, at the same time, deflate performance results. Call analytics vendors have invested in proprietary fraud detection and prevention tools that focus on automatically identifying and blocking suspicious call patterns and heavily trafficked routes (see Table 7). Executives at these companies estimate that their fraud detection and prevention tools block up to 30 percent of all calls to advertisers.

Call fraud has become a serious issue for marketers that utilize the inbound call channel because of the industry’s usage-based pricing models.

Source: Google

Table 6: Decision-making stage when mobile search users findit very or extremely important to call a business

30%

52%

61%

40%

0%

10%

20%

30%

40%

50%

60%

70%

Inspira�on Research Purchase Post purchase

Perc

enta

ge o

f res

pond

ents

Decision-making stage




Enterprise call analytics platform capabilitiesThe current market of enterprise call analytics vendors have gone beyond offering simple call tracking, recording, and attribution tools. They now include more sophisticated platforms that provide dynamic number insertion, keyword-level tracking, conversation analytics, and integration with advertising and marketing technology systems (each of these are explained in greater depth below). Virtually all enterprise call tracking and analytics platforms available today offer a core set of capabilities that focus on:

• Local (multi-location extensions) and toll-free tracking numbers;• Keyword-level tracking;• Call recording;• Online/offline attribution; and• Open APIs for third-party systems integration.

The platforms begin to differentiate by offering more advanced capabilities, often requiring additional investment, that include, but are not limited to:

• International tracking numbers;• Mobile ad optimization;• Conversation analytics;• Agent/rep monitoring and training;• Call fraud detection and prevention; and• Native third-party systems integration.

Every enterprise is unique and at a different level of maturity in its website, social, mobile, and multichannel marketing efforts. It is important to carefully weigh current analytics needs against future goals when evaluating the return on call analytics and marketing investments. The following section discusses some of the current features and the key considerations involved in choosing an enterprise call analytics platform (see Table 8).

Source: Third Door Media

Table 7: Call fraud detection and prevention process

Fraudulent calls or routes

blocked

Suspicious routes

identified

Call patterns/routes

analyzed

Spam

Telemarketers

Fax machines

Misdials, hang-ups

Every enterprise is unique and at a different level of maturity in its website, social, mobile, and multichannel marketing efforts.




Call tracking numbers

The process of monetizing inbound phone calls begins by inserting unique, trackable phone numbers into traditional and digital advertising. A number is assigned to each marketing source that you want to track, including keywords, channels or campaigns. Toll-free numbers are useful for national campaigns running across multiple geographic regions. The rise in mobile has led to increased demand for local numbers or extensions that are dynamically generated based upon the site visitor’s location. The number that appears will be the location nearest the caller.

Technical considerations include number portability and the source and reliability of the telephony infrastructure used by the vendor. No vendor can guarantee 100 percent uptime for their numbers and networks because they depend on the reliability of the telecom carriers. Portable numbers allow customers to take the numbers with them if and when they switch call analytics vendors.

Keyword-level tracking

Keyword-level tracking uses dynamic session insertion to automatically trace a phone call back to the keyword clicked by the website visitor, allowing marketers to view the complete visitor clickstream prior to the phone call. Tracking at the keyword level enables marketers to recognize individual sessions and capture metrics such as log time, session, traffic, caller ID, call length, campaign, ad group, creative, and last URL visited.

Table 8: Selected enterprise call analytics platform features

CallTrackingMetrics

LogMyCalls

Marchex

Mongoose Metrics

ResponseTap

Telmetrics

Invoca

Call Rail

Ifbyphone

CallSource

4 44 8

4

4

4

4

4

4

4

4

8

4

4

4

4

4

4

8

4

4

8

8

4 44 4

4 84 8

444 44 44

4

4

4

4

4

4

4

4

4

4

4 44 48

4 44 44

4 84 44

4 44 44

4 44 44

444 44 44

444 44 48

4 44 8

4 44 4

444 44 44

444 84 44

VendorCall

recordingConversation

analytics

Call fraud detection/prevention

Annual contract required

Trackingnumber availability

Third-party systems integration

Local Native1Toll free

APIInt’l

Keywordlevel

tracking

Call scoring and routing

1See individual vendor profiles for specific third-party platform native integrations.Source: Third Door Media




Call recording

The vast majority of call analytics platforms provide call recording services that record and transcribe call content and conversations. Vendors differ on the length of time recordings are kept and how customers access the recordings. Recordings are used for both determining call quality (i.e., scoring and/or filtering leads) and monitoring rep/agent performance.

Call scoring and routing

Call scoring and routing tools automatically qualify and distribute calls to the appropriate sales reps or departments based on variables such as caller source (i.e., website, mobile ad, search ad), geography, age, demographics or intent. Tools used in call scoring and routing include interactive voice response (IVR), which prequalifies callers before they are routed to a rep through a short series of automated questions; and whisper messages (heard through the rep’s headset) to alert reps to relevant caller data before they pick up the call. Calls can be tracked through the system to follow conversion and other qualifying events.

Conversation analytics

Conversation analytics describes on-call analysis of spoken keywords or phrases that have been identified by the marketer as either positive or negative “signals” of conversion intent. These signals also can include the length of time a caller speaks versus how long the sales rep speaks. Similar to the sentiment analysis tools offered by many social media management systems, conversation analytics engines use a variety of natural language processing (NLP) and algorithms to automatically assess calls and score leads. Manual call analysis also is an important part of the process as the automated tools still lack some accuracy and sophistication. The results can be used immediately to help sales reps on the call by using whisper messages that can influence call outcome. They can also be used post-call to feed CRM systems and trigger nurturing campaigns.

Online/offline attribution

The telephone is one of an increasing number of touch points in the customer journey. It is critical to understand the relationship between these touch points and how to effectively optimize and allocate resources to each one. By tracking inbound calls from their sources, call analytics platforms provide an important link between online and offline channels. Most of the call analytics platforms profiled in this report do not, however, provide attribution modeling, which assigns varying weights to each source or marketing channel based on its conversion influence. Those types of models are available through point solutions such as Convertro or Visual IQ or as part of a pay-per-click (PPC) or digital analytics platform such as Marin Software or Google Analytics.

Call fraud detection and prevention

Industry research shows that inbound call fraud is an increasing problem for marketers (see Trend 3 on page 8). Automated dialers, fax machines and even computer programmers can hack into carrier networks to fraudulently inflate call volumes and revenues. The majority of enterprise call analytics platforms include call fraud detection and prevention tools that identify, monitor, and block suspicious call patterns and routes.


Integrating call analytics data with existing advertising and marketing technology systems is essential to creating a unified view of visitors, prospects, and customers. Virtually all of the

Conversation analytics describes on-call analysis of spoken keywords or phrases that have been identified by the marketer as either positive or negative “signals” of conversion intent.




call analytics platforms profiled in this report have open APIs to facilitate integration with third-party systems. Several platforms also offer native integration with marketing solutions ranging from Google AdWords and Google Analytics, to Salesforce and NetSuite, to Marin Software and Kenshoo.

Annual contracts

Not every enterprise call analytics vendor requires an annual contract. There may be pricing incentives for longer-term contracts, but several vendors allow customers to pay month-to-month. Virtually all enterprise call analytics platforms are licensed on a software-as-a-service (SaaS) basis, i.e. the vendor makes the software available online and is responsible for all maintenance and system administration. Pricing is largely based on usage – the number of call tracking numbers and call minutes used each month. Depending on the vendor, there may also be fees for onboarding, custom integrations, and training. Several call analytics vendors position their platforms as all-inclusive with few additional costs; other vendors present a la carte modular product suites.

Licensing an enterprise call analytics platform can be a significant investment, particularly for multi-location and enterprise brands with thousands of locations and/or omnichannel marketing strategies. The annual cost for an enterprise customer among the vendors profiled in this report ranges from $25,000 to $500,000-plus.

Choosing an enterprise call analytics platformCall analytics play a vital role in establishing the relationship between marketing channels, efficiently allocating marketing resources, and monitoring sales staff effectiveness. Some of the specific benefits of using an enterprise call analytics platform include the following:

•Marketing campaign optimization. Inbound calls can be tracked to their marketing source at the keyword, campaign, and channel levels, and followed through the conversion funnel to identify the most profitable sources.

•More profitable budget allocation. Budget can be more efficiently allocated to the most profitable keywords, campaigns, and channels based upon call tracking.

• Improved sales staff productivity. Tools such as IVR and intelligent call routing send high-value leads to the right agents or locations to close sales more efficiently.

•Better sales staff performance. Inbound calls can be recorded and analyzed to identify which agents and sales techniques close the most sales. Training can be provided to improve results, where necessary. Whisper messages also can be used to help agents during calls.

•Accurate online/offline channel attribution. By tracking inbound calls to their source through dynamic number insertion, call analytics establish the link between online keywords and campaigns and offline phone calls. The data can be fed into attribution models for greater accuracy.

•Unified customer view. Integrating call analytics data with CRM, marketing automation, tag management, and other marketing technology systems provides the enterprise with a more complete view of each prospect and customer for more relevant, personalized marketing.

Virtually all enterprise call analytics platforms are licensed on a software-as-a-service (SaaS) basis, i.e. the vendor makes the software available online and is responsible for all maintenance and system administration.




Recommended steps to making an informed purchase

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements are all critical pieces of the enterprise call analytics decision-making process. The following section outlines four steps to help your organization begin that process and choose the call analytics platform that is the right fit for your business needs and goals.

Step One: Do you need an enterprise call analytics platform?

Deciding whether or not your company needs an enterprise-level call analytics platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answers.

1. How much of our revenue (if any) do we attribute to inbound phone leads? If the revenue you are already attributing to inbound calls is greater than the cost of the platform, then it makes sense to invest in one.

2. What is our process for analyzing phone conversations? What kind of data can you pull out of calls? How accurate and sophisticated is your inbound phone data? Can you assess the quality of calls at every stage – pre-call, on-call, and post-call? Call analytics platforms can provide a depth of call tracking and analytical data that may boost the bottom-line impact of the inbound phone channel.

3. What call analytics capabilities does our organization need? Prioritize the available call analytics features based on your most pressing business needs. Do you need to get started with basic call tracking data? Or to send reports to your clients (if you are an agency)? Are call conversions, missed opportunities, or other on-call metrics most important? Or are pre-call tools, such as intelligent IVR and call routing more critical to your goals?

4. Who will use the platform? At what level in the organization will it be managed? C-level buy in and appropriate staffing are key to the effectiveness of any call analytics platform. Without the proper skilled human resources in place, the platform can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue and improve customer experiences with your brand.

5. Can we successfully integrate a call analytics system with our existing systems? Many brands work with different partners for email, ecommerce, CRM, paid search, SEO, and display advertising. Investigate which systems the call analytics vendor integrates with – whether natively or via API – and find out if they offer seamless reporting and/or execution capabilities with outside vendors.

6. How much training will we need? Different platform vendors provide different levels of customer service – from self-serve to full-serve – and strategic consulting services. It’s important to have an idea of where you fall on the spectrum before interviewing potential partners. Training is essential. If the organization chooses not to hire internal staff, then serious consideration should be made to use add-on or third-party consulting services.

7. What are our reporting needs? What information do marketing managers, salespeople, customer support teams, and IT departments require to improve decision making? You want to know the specific holes in your current reporting that will be filled by additional functionality, and more importantly, you want to be sure that that extra information will drive better decisions and ultimately more revenue and profit for your business.

8. What is the total cost of ownership? Enterprise call analytics platforms use on-demand pricing, meaning customers pay a monthly subscription price that will vary by usage. The majority of vendors profiled in this report charge for both phone numbers and minutes. Some have platform and onboarding fees, and some do not. Close examination of feature

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements are all critical pieces of the enterprise call analytics decision-making process.




requirements will also be necessary, as modular pricing models mean vendors vary in their inclusion of some features as standard or add-on.

9. How will we define success? What KPIs do you want to measure and what decisions will you be making based on call analytics data? You should set in advance your businesses’ goals for the call analytics platform to be able to benchmark success later on. Without them, justifying the expense of the platform or subsequent marketing campaigns to C-suite executives will be difficult.

Step Two: Identify and contact appropriate vendors

Once you have determined that enterprise call analytics software makes sense for your business, spend time researching individual vendors and their capabilities. Make a list of all the call analytics capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake.

Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will help. (Many of the vendors profiled in this report also provide white papers and interactive tools that can help.)

Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the call analytics capabilities you’ve identified, and set a timeframe for them to reply. Whether or not you choose to do this in a formal RFI/RFP process is an individual preference, however be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your brand and its call analytics needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your call analytics efforts. Include details about timelines and the existing digital technology you have deployed.

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four platforms that you’ll want to demo.

Step Three: Scheduling the demo

Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses, to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and pay attention to the following:

• How easy is the platform to use?• Does the vendor seem to understand your business and your marketing needs?• Are they showing you your “must-have” features?

Other questions to ask each vendor include:

About phone numbers• Do you offer both local and toll-free numbers? Do you have any international coverage?• How do you clean your numbers? What is the number quarantine period you use before

reissuing them?• Are our phone numbers portable? In other words, do we own the numbers and can take

Once you have determined that enterprise call analytics software makes sense for your business, spend time researching individual vendors and their capabilities.




them with us if this relationship doesn’t work out?• What type of call fraud detection and prevention tools do you have in place? Are they

included in pricing? Or is there an additional spam-control fee?

About call tracking and analytics• What is the breadth of your call tracking capabilities? Do you provide keyword- and session-

based tracking?• Do you provide conversational analytics that can help us score and optimize leads during

the call?• Does the platform use intelligent call routing to automatically route inbound calls based on

location, business hours, and/or staffing?• Do you offer whisper messages to announce caller sources or other valuable information to

our agents before accepting the call?• Do you record calls? How long are call recordings available to us?• How does the platform enable multichannel attribution?• Do you offer native off-the-shelf integrations with third-party systems such as search, web

analytics, CRM or marketing automation platforms? If so, which ones?

About infrastructure and onboarding• What makes this platform technically unique from all the others?• How difficult is platform setup and implementation? How long will it take for us to be up

and running on the system?• What is your service reliability guarantee? What telecom carriers do you work with?• Do you manage proprietary telephony infrastructure or are you white labeled?• How scalable is the platform? How many calls can it handle? How many have been

successfully processed?

About pricing and support• What is pricing based on? What features are included? Are there additional fees (consulting,

add-on features, API, quotas)?• What is the minimum contract length? Is there a short-term contract or an ‘out’ clause if

things don’t work out?• Can your platform be white labeled for agencies or multi-location marketers?• Who will be the day-to-day contact?• Who pays if your system/team makes an error?• What kind of customer support is available? Can I pick up the phone to report problems?

About the vendor’s strategic direction• Do you have other clients in my vertical?• How does the company handle requests for product modifications?• What new features are you considering? What’s the long-term roadmap and launch dates?

Step Four: Check references, negotiate a contract

Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours. The enterprise call analytics vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. Make sure that the person you’ve been referred to is someone who is a primary user of the platform. Consider also asking these basic questions:

• Why did you move to an enterprise call analytics platform?• Why did you select this platform over others?

Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours.




• Has this platform lived up to your expectations?• How long did the system take to implement?• Who was involved in the implementation?• Are you also using additional tools for attribution or marketing automation?• Were there any surprises that you wish you’d known about beforehand?• Where have you seen the most success? The biggest challenges?• How are you measuring your own success?• What is the most useful, actionable (favorite) report the platform generates?• How easy was the setup process and how long? Did the vendor help?• How responsive is customer service?• Has there been any down time?• What do you wish they did differently?• Would you recommend this platform?

Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up. Are there charges for custom integrations or API access? If so, how much? What is the hourly charge for engineering services, and is there a minimum? What partner organizations are available to install and integrate the tool? If you need to train a new hire mid-year, what will that cost? What is the “out” clause? Obtaining the answers up front – and having them in writing – will ensure fewer surprises or additional costs down the road.

ConclusionThe mobile phenomenon has breathed new life into the telephone call as a viable, valuable marketing channel. With consumers increasingly using their smartphones to research, browse, and connect with businesses, inbound phone calls have become one of the most profitable sources of business leads.

Call analytics platforms have evolved to help enterprise marketers link those phone calls and the numerous marketing channels that are driving them. The goal is to improve conversions in the inbound call channel by tracking, monitoring, and routing calls, then analyzing, attributing, and reporting the resulting caller data in order to optimize the sales process. The tools used vary from simple call tracking and recording to more sophisticated dynamic number insertion, keyword-level tracking, and conversation analytics that automatically detect caller sentiment and intent.

As an enterprise making the decision to invest in call analytics software, it is critical to first understand your current marketing processes, know how to measure success, and be able to identify where you are looking for improvements. Choosing the right vendor requires you to conduct a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. The result can be a long-term, effective partnership that boosts both revenue and profit for your marketing organization. n

Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract.


Vendor Profiles



Call Rail845 Spring Street, Unit C Atlanta, GA 30308(T) 888-907-4718www.callrail.com

Target customer

• SMBs, multi-location and franchise marketers, and marketing agencies in the automotive, recreation, healthcare, and professional services industries.

Key customers

Does not disclose

Key executives

Andy Powell, Co-founder and CEOKevin Mann, Co-founder and CTOMark Sullivan, Director of Analytics

Company overview

• Founded in 2011.• Parent company is web app developer Last Mile Metrics, LLC.

Product overview

• Focus on fast installation and ease of use through intuitive UI and drag-and-drop menu.

• Keyword-level and source-level call tracking.• Dynamic number insertion to track caller’s online

behavior.• Online/offline call tracking includes Facebook, Google/

Yahoo!/Bing paid and organic search, online directories and web referrals, print ads and yellow pages, direct mail, billboards, and broadcast ads.

• Call recording with every call tracking number.•Call Flow Builder allows clients to set up detailed routing

based on staffing, business hours, interactive menus, and type of greeting.

• Email call notifications.• On-call whisper announces message on receiver end of

phone call.• Spam filtering and detection through call blocking and

global spam list.


• Not available.

Reporting

• Real-time dashboard captures call number, date, time, and caller location.

• Metrics include call source, duration, volume, and repeat callers.


• Native integration with Google Analytics and AdWords.• WordPress plugin enables dynamic tracking number

replacement.• Open API for integration with existing marketing

technology systems, including CRM, web analytics, content management systems, etc.

http://www.callrail.com/

www.callrail.com


Vendor Profiles



Pricing and support

• $30/month includes 10 local numbers, 500 minutes/month, and unlimited clients and users.

Custom quotes for higher volumes.Call Flow Builder, call recording, and notifications are standard out-of-the-box features for every phone

number.• White labeling and custom domain

names available to agencies for $65/month flat fee.

• No annual contract or setup fees.• 14-day free trial includes 10 local

phone numbers, 500 minutes, and all features enabled.

• Email and phone support during business hours included in pricing

Call Rail845 Spring Street, Unit C Atlanta, GA 30308(T) 888-907-4718www.callrail.com

www.callrail.com

http://www.callrail.com/


Vendor Profiles



CallSource5601 Lindero Canyon Road, Suite 200Westlake Village, CA 91362(T) 877-225-5768www.callsource.com

Target customer

• SMBs, enterprise brands, and multi-location marketers in the media, automotive, financial services, home improvement, healthcare, and franchise industries.

Key customers

AutoNetUSA, Inc.Beltone New EnglandCBS MitsubishiCity Publications-New EnglandNOARUS Auto GroupRonin Advertising Group

Key executives

Jerry Feldman, CEO and PresidentElliott Leiboff, Chief Strategy Officer

Company overview

• Founded in 1991 as RentLine, a phone-based, real-estate rental marketplace.

Product overview

• Positioned as a call tracking and training platform focused on call recording and agent/rep performance evaluation tools.

CallTrack® captures and identifies call numbers, locations, and sources; and records calls for review.

n Local, toll-free, and vanity numbers available.n Call recordings are encrypted; financial data is

automatically redacted.n All recordings are automatically purged after

30 days.LeadScore® reviews, sorts, and filters out non-prospects from tracked calls.

n Leads forwarded to CRM or lead management tools for improved cost-per-lead analysis and sales conversion percentages.

Telephone Performance Analysis® (TPA) is an employee evaluation tool that analyzes agent sales skills by reviewing and grading sales calls based on specific criteria.

n Offers recommendations for targeted training courses to improve sales and customer care performance where appropriate.

Our University® is a customizable Learning Management System (LMS) that interfaces with customer HR or payroll software and serves as a central database of employees online and classroom training. CallShield is a cloud-based fraud detection and

prevention service that blocks telephone hacking and computer-generated spam calls.


• Available.

Reporting

•Results® app uses patented technology to report and analyze channel ROI and compare results against best practices across vertical industries.

Key metrics include cost per lead and cost per ad source, as well as lead conversion rate by employee.

•LeadScore® reports include number of leads per source and average agent time spent on sales calls.

•DealSaver mobile app reviews inbound calls and sends real-time alerts to customer mobile devices when lost leads or missed opportunities are identified. Alerts deliver contact data, analyst notes, and call recordings.


• Open API for integration with CRM and marketing automation systems.

Pricing and support

• Undisclosed SaaS-based monthly license based on usage (phone numbers and minutes).

http://www.callsource.com/

www.callsource.com


Vendor Profiles



Target customer

• SMBs, agencies, and multi-location and franchise marketers.

Key customers

The Goddard SchoolServiceMasterROIRevolutionSynergetic MarketingTutor DoctorCEVA Logistics

Key executives

Todd Fisher, CEO and Co-founderLaure Fisher, COO and Co-founder

Company overview

• Founded as a software development company.• Launched call tracking and analytics business in 2008.• Expanded to international call tracking in 2012.

Call tracking numbers available in 40 countries.

Product overview

• Positioned as easy to use and available from website download.

• Local/toll-free/international numbers available.Numbers held for nine months before being released back into inventory.

• Dynamic number insertion and online/offline call tracking.

• Call recording for staff and lead evaluation.Post-call audio files can be emailed for accessibility from any location.

• Whisper messages for announcing call recording or menu options to callers and call sources for agents or reps.

• Call routing features include geo-routing for sending calls to local or nearest businesses, call queuing for sequential routing by agent, and IVR for on-call qualification of leads.

• Fraud detection through monitoring call patterns and call blocking.

Conversation Analytics

• On-call keyword detection allows clients to identify and set keywords and phrases to tag and categorize calls for follow up.

• Post-call surveys enable agents to enter caller information post-call to populate third-party analytics platforms.

Reporting

• Real-time reporting identifies call sources, callers, call volume by channel, and sales performance by agent.

• Mobile apps enable clients to access reporting via their iPhones.


• Native integration with Google Analytics and AdWords.• Open API enables integration with marketing automation

(HubSpot, Salesforce, SugarCRM), paid search (Marin, Kenshoo), and digital analytics (Optimizely) software.

Pricing and support

• Tiered pricing plans based on usage volume (numbers and minutes).

Starter: Free product download. Numbers start at $3/month; calls start at 5¢/minute; texts start at 2¢/messagePro: $29/month. Includes keyword tracking; numbers start at $2.25/month; calls start at 4.2¢/minute; texts

CallTrackingMetrics601 Baltimore Annapolis Boulevard, Suite 210 Severna Park, MD 21146(T) 888-249-5556www.calltrackingmetrics.com

https://calltrackingmetrics.com/



Vendor Profiles



start at 1.75¢/message.Agency: $79/month. Includes unlimited sub-accounts; numbers start at $1.75/month; calls start at 4¢/minute; texts start at 1.50¢/message.

n White labeling available. Agencies act as resellers and set pricing for their direct clients.

Enterprise: $149/month with $298 setup fee. Includes white

labeling and Salesforce integration; numbers start at $1.50/month; calls start at 3.6¢/minute; texts start at 1.25¢/message.Bulk pricing discounts available for high volume usage in excess of 15,000 minutes/month, 1,000 numbers/month

• Weekly webinars and product guides available for onboarding.

• 24/7 email and phone support included in pricing.

CallTrackingMetrics601 Baltimore Annapolis Boulevard, Suite 210 Severna Park, MD 21146(T) 888-249-5556www.calltrackingmetrics.com




Vendor Profiles



Ifbyphone300 W. Adams, Suite 900Chicago, IL 60606(T) 877-295-5100www.ifbyphone.com

Target customer

• Enterprise marketers and agencies with clients in the travel, automotive, B2B, high-tech, direct response, real estate, healthcare, and financial services industries.

Key customers

AAAHomefinder.comSleepTrainUberZendeskZillow

Key executives

Irv Shapiro, CEO and CTOSteve Dimmit, VP, Sales and Customer ExperienceSteve Griffiths, VP, Marketing and Product Strategy Josh Mallamud, VP, Strategic Partnerships and Corporate Development

Company overview

• Founded in January 2005.• $60 million in total venture funding, including $39 million raised in 2014. Investors

include Apex Venture Partners, Bluecrest Capital Finance, NewSpring Capital, Origin Ventures, River Cities Capital Funds, Spring Mill Venture Partners, and SSM Partners.

• Acquired competitor Mongoose Metrics in September 2014 for an undisclosed sum.• Mongoose Metrics’ Cleveland headquarters becomes the company’s second location.

Product overview

•Voice360 platform positioned as voice-based marketing automation (VBMA) suite of drag-and-drop call tracking and analytics apps.

•SourceTrak app automatically provides unique phone numbers on the website for each keyword, referring domain or ad campaign.

• Local/toll-free numbers available for offline, mobile, and online campaigns.

Programmatic and pattern-matching algorithms expire and re-activate phone numbers.

• Includes keyword-level tracking (with dynamic session insertion), hosted interactive voice response (IVR) for call routing and scoring, call management and virtual call center solutions, voice broadcasting, virtual receptionist for custom caller greetings, and whisper messages to reps.

Customer sets business rules for routing by location, business hours, product line, agent skill, or team schedule.MyLeadResponder app delivers simultaneous email

notification and phone call to reps during routing process.Interactive voice notifications automate follow-up calls for delivery confirmations, appointment reminders, and event promotions.

• IVR used to qualify callers and detect robocalls, fax machines, and other fraudulent calls.

• Reverse append through partner WhitePages, Inc. to add demographics such as name, city, and state to caller information.


• Keyword spotting monitors calls for customizable keywords and phrases (i.e., branded, industry competitors or terminology) that are assigned points based on value.

• Calls are scored based on keyword frequency, conversion events (appointments, sales), and whether or not agents followed approved scripts.

www.ifbyphone.com

www.ifbyphone.com


Vendor Profiles



Reporting

• Real-time reports focus on call sources, keyword, volume, duration, time received, geography/location, IVR responses, and conversion rates.

• Reports accessible through client portal and can be scheduled and emailed to appropriate staff.


• Native integration with Google Analytics, Marin Software, Kenshoo, Acquisio, Optimizely, HubSpot, ZenDesk, and Salesforce.

• Open API to enable custom integration with CRM, marketing automation, paid search and other marketing technology systems.

Pricing and support

• SaaS-based pricing begins at $100/month and is based upon apps licensed and usage (call numbers and minutes).

Starter: $100/month includes five local (U.S.) phone numbers, 750 minutes/month.Professional: $250/month includes five phone numbers – three local (U.S.) and two toll-free, 1,000 minutes/month.Enterprise: Custom pricing available. Includes dedicated account reps, 24/7 phone and email support, and pre-built or custom systems integration.

• No annual contract required.• Onboarding, training, and phone and

email support during business hours included.

Strategic consulting focused on optimizing call tracking in marketing campaigns including in pricing.Managed services available for a fee.

• Add-on 24/7 customer support available to Starter and Professional customers.

Ifbyphone300 W. Adams, Suite 900Chicago, IL 60606(T) 877-295-5100www.ifbyphone.com

www.ifbyphone.com

www.ifbyphone.com


Vendor Profiles



Target customer

• Enterprise and mid-market B2C brands, B2B companies, performance marketers, and agencies across multiple industries including technology, communications, insurance, automotive, and financial services.

Key customers

DirecTV Home Depot Liberty Mutual Insurance

Key executives

Jason Spievak, Founder and CEO Colin Kelley, Founder and CTO Eric Holmen, President

Company overview

• Founded in December 2007.• Formerly known as Ring Revenue.• Raised $30.8 million in four rounds of venture funding, including $20 million in Series

C financing in January 2014. Investors include Accel Partners, Persistence Partners, Rincon Venture Partners, Salesforce.com, and Upfront Ventures.

• Additional office in San Francisco, CA.

Product overview

• Positioned as multi-tool platform focused on call tracking and attribution, conversation analytics, and marketing automation through native integrations with third-party marketing technology solutions.

Invoca Complete includes call tracking, real-time call analytics, online/offline attribution, custom call automation, mobile optimization, campaign and partner management, channel distribution, and third-party system integrations.Invoca for Salesforce provides native integration with Salesforce to combine call data and analytics with CRM and marketing automation tools.Invoca for Search provides native integration with Google AdWords and bid management platforms such as Kenshoo, Marin Software, and Acquisio to provide insight into which search ad spend is driving phone calls.Invoca Performance targets agencies and affiliate networks that need platform transparency, multichannel attribution, and client management tools.

• Dynamic session-based tracking numbers to link online and offline caller behavior.

• Proprietary fraud detection and prevention tools to block spam, robo-dialed, and other fraudulent calls.


• Invoca Signal app uses patent-pending technology to analyze and score on-call keywords and phrases such as “payment plans” or “setting an appointment.”

• Qualified leads automatically funneled into appropriate marketing actions (i.e., email nurturing campaign) based on scores, key metrics, and conversion data.

Reporting

• Call intelligence reporting delivered through the core Invoca application, as well as through native integration with integrated platforms like Salesforce and Kenshoo.


• Native integration with Salesforce CRM, HubSpot,

Invoca 1025 Chapala Street Santa Barbara, CA 93101 (T) 855-781-4714 www.invoca.com

www.invoca.com

www.invoca.com


Vendor Profiles



Kenshoo, and Google AdWords.• Webhooks and open APIs for

integration with additional marketing technology platforms including Marin Software, Acquisio, Adobe Analytics, Marketo, Eloqua, and Pardot.

• Digital telephony integration with any SIP platform or provider including Five9.

Pricing and support

• Pricing starts at $500/month and is based on monthly SaaS-based licensing fee, and usage volume (priced per call).

Average annual customer spend is $25,000.

• Pricing varies according to apps licensed (entry-level apps vs. add-ons like Invoca Signal).

• B2B pricing based on number of seats; call usage and analytics are included.

• Dedicated account management and training for a fee.

• 24/7 phone and email support included.

• Add-on professional services provide campaign and process design services, mobile marketing integration, and custom partner integrations.

Invoca 1025 Chapala Street Santa Barbara, CA 93101 (T) 855-781-4714 www.invoca.com

www.invoca.com

www.invoca.com


Vendor Profiles



Target customer

• Enterprise brands, agencies, and SMBs with clients in the travel and hospitality, healthcare, financial services, and real estate industries.

Key customers

National Efficiency Systems (NES)TBC (Parent company of Big O Tire and Tire Kingdom)

Key executives

Jason R. Wells, CEOJeremiah Wilson, President and FounderJohn Collier, VP, TechnologyCarlton van Putten, VP, Marketing

Company overview

• Founded in 2001 as a call recording and phone sales training company.• Launched as LogMyCalls in June 2012.• Additional office in St. George, UT.

Product overview

• Positioned as conversation analytics platform focused on in-call data.

Call tracking for online, offline, and mobile sources.Intelligent call scoring and routing based on factors such as caller location.Session-, source- or URL-based dynamic number insertion to link calls to online campaigns.Call recording automatically redacts financial and personal information.Whisper messages include call source information.

• Reverse append provides caller name, address, phone number, and gender where available.

• Marketing automation capabilities through built-in Webhook generator and API.

Programmatically allows call data to be sent to any third-party SaaS solution.Allows marketers to automate follow-up campaigns and workflow rules based on call analytics.

• Workflow management tools create custom roles and platform access.


• Launched in Q4 2013.• Speech recognition engine identifies keywords and

phrases, as well as caller sentiment, tone, and phonetic pitch related to factors such as sales readiness, price sensitivity, lead score, conversion rate, and lost revenue opportunities.

• System algorithms automatically analyze and score calls to gauge lead quality and agent performance.

• Calls automatically routed to nurturing campaigns based on quality, i.e., fed into CRM system or email follow up.

Reporting

• Visual UI and reports focus on charts, graphs, animations and color.

• Over 50 in-call metrics available.• Customizable KPIs include campaign ROI, sales

performance, and call revenue goals.• Customer scorecards for evaluating agent performance,

locations, and regions.• Scoring reports compare agent performance, close rates,

LogMyCalls405 East 12450 SouthBuilding 2, Suite LDraper, UT 84029(T) 855-889-3939www.logmycalls.com

http://www.logmycalls.com/



Vendor Profiles



and follow-up actions.• Reports can be scheduled for daily,

weekly or monthly distribution.Report data accessible via text messages and email without logging into the system.


• Native integration with Google Analytics and AdWords.

• Webhooks interface and REST API for integration with CRM, web analytics, learning management, and other marketing technology systems.

Pricing and support

• SaaS-based tiered pricing plans based on usage (phone numbers and minutes).

Pro: $69/month licensing fee. Includes five users, one phone number, and 500 minutes. 15-day free trial available.Performance: $199/month licensing fee. Includes 10 users,

10 phone numbers, and 1,000 minutes. 15-day free trial available.Value: $699/month licensing fee. Includes 100 users, 100 phone numbers, and 100 minutes per number.Volume: Customized pricing.White labeling available for agencies and other resellers

• Basic onboarding included in pricing.• Add-on professional services focused

on conversation analytics setup, dynamic number insertion, and custom reporting setup.

• Phone, chat, email customer support is available during normal business hours.

• Online knowledgebase includes videos, product guides, and tool tips.

LogMyCalls405 East 12450 SouthBuilding 2, Suite LDraper, UT 84029(T) 855-889-3939www.logmycalls.com




Vendor Profiles



Marchex520 Pike Street, Suite 2000Seattle, WA 98101(T) 800-840-1012www.marchex.com

Target customer

• Enterprise brands, multi-location marketers, and agencies with clients in categories such as the real estate, automotive, communications, and travel and hospitality industries.

Key customers

ADTBank of AmericaTime Warner Cable

Key executives

Russell Horowitz, Chairman and CEOPete Christothoulou, PresidentClark Kokich, Chief Strategy OfficerZiad Ismail, Senior Vice President, Product and Engineering

Company overview

• Founded in 2003.• Went public in 2004 (NASDAQ: MCHX).• Acquired call analytics and tracking solution VoiceStar in 2007 and Jingle Networks, a

pay-per-call technology platform, in 2011.

Product overview

• Provides two distinct product lines:Marchex Call Analytics platform provides functionality that scores and maps phone calls based on proprietary metrics and evaluates conversion potential.

n Call tracking features may include keyword-level tracking and multi-level interactive voice response (IVR).

n Fraud reduction through Clean Call™ patent-pending technology, which dynamically blocks up to 30 percent of inbound calls.

Helps to detect unwanted call patterns and utilizes penalty-based system to reduce inbound spam calls.

n Reverse Proxy feature allows agencies to copy client websites and host them on a separate URL to enable call tracking technology and reporting.

Call Marketplace provides a pay-per-call advertising network to online advertisers to drive leads.


•Call DNA app measures and analyzes phone activity quality in real time based on speech patterns and signals (including factors such as hold times or length of time caller speaks vs. rep).

• Predictive models estimate call outcomes without call recording.

Reporting

• Real-time API allows customers to integrate call data, including call volume, scoring, routing, and conversion rates into internal reporting systems.

•Call DNA call values reported in intuitive color-coded dashboard.


• Native integrations with analytics platforms including Google Analytics and Adobe Analytics.

• Strategic partnerships with paid search platforms Kenshoo and Marin Software.

http://www.marchex.com/



Vendor Profiles



Open API for integration with data man-agement platforms (DMPs), CRMs, and other marketing technology systems.

Pricing and support

•Call Analytics pricing based on service volume (numbers and minutes).

Customer spend typically ranges from $5,000/month to $500,000/month.

•Call Marketplace uses pay-per-call pricing model.

• Annual contract required but depending on pricing model will allow early termination; certain others have minimum fee and term requirements.

• Standard onboarding and

implementation may be included in pricing.

Marchex Institute is available to provide customers with data scientists to integrate third-party data sources, establish data elements, and identify call trends.Strategic services are available to advise PPC customers on search, display, and mobile ad performance.

• Online training, business hours phone support, and 24/7 email included.

Dedicated account management and technical support available to enterprise or high-volume customers.

Marchex520 Pike Street, Suite 2000Seattle, WA 98101(T) 800-840-1012www.marchex.com




Vendor Profiles



Product overview

• Positioned as a modular call tracking and analytics product suite providing seamless integration of call data with a variety of marketing technology systems.

• Local, toll-free, and international call tracking numbers.Static 1:1 assigns individual tracking numbers to online and offline campaigns.Dynamic 1:1 generates unique tracking numbers to specific ad sources (i.e., search, social, display, mobile or email) for more accurate source attribution.

• Keyword-level tracking to link calls to digital paid advertising campaigns.

•Session Tracking dynamically collects channel and campaign data at the visitor level, including call source, ad clicked, last page visited, and number of conversions.

Session Directory enables customers with multi-location marketing campaigns to deploy multiple Session Tracking numbers on one page. Session Progressive allows customers to set rules that delay the publishing of tracking phone numbers until visitor click-stream conditions or events are met. Reverse append through True TNV, a database of published and non-published phone numbers, automatically adds demographic information to call data.Call filters provide fraud detection and prevention.


•Call Insight product uses patent-pending voice transcription Natural Language Processing (NLP) technology to evaluate and score caller attitude and intent.

Can also be used to track rep compliance with scripts.

Reporting

•Business Intelligence engine for creating, scheduling, and exporting real-time, customized reports.

Key metrics include call source, length, recording, caller ID, and location.

• System dynamically generates interactive, visual-based dashboard.


• Open APIs (including REST API) for integration with testing (Adobe Test and Target, Unbounce, Optimizely), CRM (Salesforce, SugarCRM, NetSuite), marketing automation (Marketo, Pardot, Eloqua), paid search (Doubleclick, Marin, Kenshoo, Acquisio, Adobe Media Optimizer) and analytics (IBM Digital Analytics, Google Analytics, Adobe Analytics, Webtrends) platforms.

•Session Tracking campaign performance data can be integrated with and fed into marketing platforms including Adobe Marketing Cloud, Salesforce Marketing Cloud, Doubleclick Digital Marketing Suite, Oracle Marketing Cloud, and IBM Marketing Center.

Pricing and support

• Customized pricing based on products licensed and usage (numbers and minutes).

• Undisclosed onboarding and set-up costs.• Average customer spend ranges from $500/month to

$2,500/month.• Account management and support teams included in

pricing.Email and phone support included.

Target customer

• Enterprise brands, multi-location marketers, and agencies.

Company overview

• Founded in 2007.• Expanded its service coverage to Canada and the U.K. in 2010.• Acquired by Ifbyphone on September 11, 2014 for an undisclosed sum.

Mongoose Metrics LLC4500 Rockside Road, Suite 100Independence, OH 44131(T) 877-473-1008www.mongoosemetrics.com

Publisher’s Note: On September 11, 2014 Mongoose Metrics announced it was being acquired by Ifbyphone.

www.mongoosemetrics.com

www.mongoosemetrics.com


Vendor Profiles



Product overview

• Positioned as a call-based marketing automation platform that includes visitor-level call tracking.

• Two core visitor-level call tracking products: rtap-insight and rtap-performance.

rtap-insight provides visitor-level call tracking, analysis, and multichannel (online/offline) attribution.

n Includes dynamic call routing, missed call email alerts, whisper messages, and call recording.

n Call Benchmarking feature allows customers to evaluate and compare calls based on length and other customizable metrics.

n Post-call interactive voice response (IVR) enables customers to collect real-time feedback from agents or reps after calls by using their keypads to respond to customizable menus options.

Rtap-performance provides networks, advertisers,

and online publishers with pay-per-call campaigns through a unified analytics platform.

• Provides insight services from data scientists to help customers derive maximum benefit from data.


• Not available.

Reporting

• Standard Reports include:Visit information (IP address, browser, OS, location, screen resolution, color settings).Visitor history (web pages viewed, frequency of web visits, campaign and traffic sources, keywords, call duration per campaign, conversion attribution, conversion pages).Keyword (keyword and search term volume).Custom reporting and insight analysis also available.

Target customer

• Enterprise brands and agencies within the financial services and insurance, utilities, travel and leisure, automotive, and business (professional) services.

Key customers

AvivaBritish GasHiscoxIndesitPru HealthTUI Travel

Key executives

Ross Fobian, CEO and Co-founderRichard Hamnett, CTO and Co-founderBhavesh Vaghela, CMOSteve Gardner, CFO

Company overview

• Founded in June 2008 as AdInsight.• Rebranded as ResponseTap in 2013 to reflect wider customer experience and

marketing focus.• Raised $9.4 million in two rounds of venture funding, including $6.8 million in June

2014 from Beringea Private Equity and Eden Ventures.Investments being used to expand into the U.S. and EMEA markets and to support product development.

• Additional offices in London and Atlanta.

ResponseTap Ltd Furness House Furness Quay Salford Quays Manchester, United Kingdom M50 3XA

U.S. HQResponseTap Inc. 80 Fifth Avenue, 18th Floor New York, NY 10011(T) 877-630-9576www.responsetap.com

http://www.responsetap.com/us/

www.responsetap.com


Vendor Profiles



Product Details


• Native integration with Google marketing apps including Google Analytics, AdWords, Universal Analytics, and Doubleclick.

• Open APIs for integration with digital analytics and attribution (Adobe Analytics, VisualIQ, and Convertro), tag management (Tagman, DCStorm, and QuBit), bid management (Marin, Kenshoo, and Acquisio), CRM (Salesforce), and contact center platforms.

Pricing and support

• Usage-based pricing starts at 25c per call.

SaaS-licensing fees apply.• Phone support included for all

customers from 4am to 8pm EST; 24/7 email support available.

• A dedicated account manager is included for enterprise customers.

ResponseTap Ltd Furness House Furness Quay Salford Quays Manchester, United Kingdom M50 3XA

U.S. HQResponseTap Inc. 80 Fifth Avenue, 18th Floor New York, NY 10011(T) 877-630-9576www.responsetap.com

www.responsetap.com

http://www.responsetap.com/us/


Vendor Profiles



Product overview

•CallTelligence™ platform positioned as an all-inclusive solution measuring phone response across online and offline channels.

• Local/toll-free/international phone numbers available.Hybrid PSTN and VOIP network provides 100 percent local coverage. Numbers are returned to telcos after use and not recycled. New numbers are quarantined for an undisclosed time period before being assigned.

• Call record provides audio files of calls received.• Intelligent call routing determines type of inquiry,

requested product or service, and caller geographic proximity.

•AdAlert uses whisper messages played before an inbound call is connected to identify calls driven by specific ads.

•Web2Tel tool provides dynamic number insertion (DNI) to track and measure inbound phone calls generated by online lead sources. Customers can utilize 1:1 or session-based pooling number replacement.

•m.call is a mobile call tracking solution for publishers and local search app developers.

Digital IDs embedded in mobile ads leverage data networks rather than cellular networks to track calls. Eliminates call tracking numbers and the need to manage or switch out ad numbers.

•Telemarketer Call Block™ is a patented tool that

identifies and blocks telemarketers and spam calls based on suspicious call patterns.

• Provides program management, billing, and reporting to support customer pay-per-call campaigns.

CallMask feature protects pay-per-call program attribution.


•VoiceTrends analytics engine evaluates call transcriptions to identify keywords, phrases, and industry terms.

Clients can customize keyword selection or use standard Telmetrics industry package.

• Professional services available to manually score calls based on call recordings to gauge caller sentiment, disposition, and propensity to convert.

Reporting

• 24/7 real-time report access via Perspectica web dashboard or Telmetrics-Connect REST API. Cross-channel visibility with aggregated, sortable graphical data view to measure and optimize leads.

Leads segmented by keyword, ad creative, and distribution sources.

• Metrics include caller demographics (name, number, call duration, location); response levels by market, product, and campaign; and performance across ads, campaigns, business units, or channels.

• White-label platform available for agencies.

Target customer

• Enterprise-level publishers and search providers, multi-location marketers, ad networks, and agencies.

Key customers

Does not disclose

Key executives

Bill Dinan, President CJ Arseneau, VP, Marketing Catherine Caplice, VP, Client Relations Michael Lauwaert, VP, Engineering

Company overview

• Founded in 1990.• Global solutions available in 14 countries throughout North America and Europe. • Additional offices in Dallas, San Diego, Seattle, and Washington, DC.

Telmetrics 2680 Skymark Avenue Mississauga, ONT L4W 5L6 Canada(T) 800-255-3224www.telmetrics.com

www.telmetrics.com

www.telmetrics.com


Vendor Profiles



Product DetailsThird-party systems integration

• Native integration with Kenshoo and Acquisio.

• Open API for integration with additional paid search, CRM, and web analytics platforms.

Pricing and support

• Customized SaaS-based pricing based on usage (call numbers and minutes), pay per call or revenue sharing.

All call tracking, analytics, and blocking tools, as well as onboarding (system integrations and training) included in pricing.

• Average annual enterprise customer spend is $100,000-plus.

• Dedicated support includes 24/7 phone and email.

Telmetrics 2680 Skymark Avenue Mississauga, ONT L4W 5L6 Canada(T) 800-255-3224www.telmetrics.com

www.telmetrics.com

www.telmetrics.com




ResourcesWebsites

www.marketingland.comwww.BIA/Kelsey.comwww.digitalmarketingdepot.com

Webinars

“The 11 Elements of a Converted Call,” July 8, 2014. www.digitalmarketingdepot.com

“Why Voice is the New Differentiator for Digital Marketers.” http://go.invoca.com/wbn-invoca-signal-why-voice-is-the-new-differentiator-for-digital-marketers-on-demand-registration.html

White papers

Buyer’s Guide to Call Tracking Software for Marketers, published by Ifbyphone. www.ifbyphone.com.

5 Things to Look for When Buying Call Intelligence, published by Invoca. https://www.invoca.com/blog/5-things-look-buying-call-intelligence.

Call Tracking Simplified, published by Mongoose Metrics. www.mongoosemetrics.com.

Guide to Easy In-Call Lead Scoring, published by Invoca. www.invoca.com.

Increasing Marketing ROI with Call Intelligence, published by Invoca. http://go.invoca.com/wc-increasing-marketing-roi-with-call-intelligence-lp.html.

Research reports

Contact Center Analytics: Make (Better) Use of Your Data, May 2014, published by Aberdeen Group. www.aberdeen.com.

Customer Engagement Analytics: How to Use Data to Create (and Keep) Happy Customers, May 2014, published by Aberdeen Group. www.aberdeen.com.

Local Commerce Monitor, published by BIA/Kelsey. http://www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Local-Commerce-Monitor/

Phone Calls: The New Ad Currency of the Smartphone Era, May 2014, published by BIA/Kelsey. www.biakelsey.com.

www.BIA/Kelsey.com

http://go.invoca.com/wbn-invoca-signal-why-voice-is-the-new-differentiator-for-digital-marketers-on-demand-registration.html

http://go.invoca.com/wbn-invoca-signal-why-voice-is-the-new-differentiator-for-digital-marketers-on-demand-registration.html

https://www.invoca.com/blog/5-things-look-buying-call-intelligence

https://www.invoca.com/blog/5-things-look-buying-call-intelligence

http://go.invoca.com/wc-increasing-marketing-roi-with-call-intelligence-lp.html

http://go.invoca.com/wc-increasing-marketing-roi-with-call-intelligence-lp.html

www.aberdeen.com

http://www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Local-Commerce-Monitor/

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