Kirkland, Wash., January 31, 2006 - Who's Calling, a leader in the call measurement and monitoring space, today announced the completion of its acquisition of ClickPath, a Sacramento-based cross channel analytics provider. The companies have been collaborating in the development and marketing of the patent-pending ClickPath technology since February 2005. Terms of the transaction were not disclosed.
The acquisition of ClickPath extends Who's Calling's leadership position into the interactive marketing space. According to Forrester 65 percent of consumers and businesses start their purchases with an online search and making their purchase offline -- there is a real business need to connect the two channels and determine the source of the lead.
ClickPath provides a critical link between search and offline conversions by offering online advertisers, SEM firms and businesses with a comprehensive call tracking solution that enables them to optimize their online marketing campaigns with call conversion data. ClickPath links phone call responses to the original advertising source, captures those analytics and gives the customer a complete picture of online and offline conversions.
"ClickPath reveals that not all clicks are created equal," said Stuart DePina, CEO of Who's Calling. "We believe the Internet and telephone create a complementary experience that companies need to leverage to stay competitive. With the ClickPath acquisition we are extending our offerings with an industry first solution that links call conversions back to the ad source - which enables companies to drive profitability."
Today's businesses demand measurable and cost effective results, and look to companies such as Fathom Online, a Search Engine Marketing firm to deliver these results.
"Fathom tracks multiple transaction points that consumers have with advertisers and ClickPath fits very well in our analytics and service offering," according to Dean DeBiase, Fathom Online CEO. "After Fathom integrated ClickPath into the search advertising campaign for a national telco client, we decreased cost per call more than 200 percent."
"We are looking forward to formalizing forces with Who's Calling," said Ted Carpenter, founder of ClickPath. "In developing ClickPath we saw that many businesses were already paying for traffic, so we provided a solution that helps them measure the effectiveness and success of their advertising and online marketing campaigns by accurately capturing phone call inquiries."
Current SEM customers includes: BKV, Fathom, iCrossing, iProspect, MarketSmart Interactive, RangeOnline, and ResponseMine. ClickPath helps businesses bridge online clicks to call conversions in numerous markets including auto, financial services, home services, publishing, directory and local search.
With the acquisition of ClickPath and the November 2005 acquisition of StandardCall, a Dallas based local call tracking and measurement company, Who's Calling is positioning itself as a leader in call measurement of online advertising.
The ClickPath team based in Sacramento and Raleigh-Durham will join Who's Calling effective immediately. Both offices will continue to operate under the Who's Calling banner.
About Who's Calling
Founded in 1998 and privately held, Who's Calling's suite of services and solutions help businesses gain valuable insight about their customers. The company's foundation, built on telephone analytics and analyzing customer phone interactions, has expanded to the web with its new ClickPath solution that bridges the online to offline worlds. The joint ClickPath solution received the 2005 Best Use of Interactive Marketing Technology category at the 9th Annual AD: TECH Awards in New York City. In 2005 Who's Calling was named to Inc Magazine's 500. The company's North American client base encompasses more than 3,000 customers across 50 different industries including Mazda, AutoTrader.com, Hendrick Automotive, Lasik Eye Centers, Wells Fargo, Mercedes Benz USA, Yellow Book USA, Chicago Tribune, Los Angeles Times, Sears and duPont Registry. Visit www.whoscalling.com