Who’s Calling, supplier of the ClickPath telephone analytics solution and the nation’s largest provider of toll-free numbers, has acquired StandardCall, a Dallas-based local call tracking and measurement company.
The acquisition, terms of which were not released, will extend Who’s Calling business intelligence into the local directory marketing space. Who’s Calling will offer customers a solution that can be used to demonstrate the real value of their directory advertising.
StandardCall, a Web-based application, gives Yellow Pages and other directory publishers a call measurement program that provisions numbers, reports calls in real time, and substantiate ad performance. The platform lets publishers and advertisers access call details, geographic mapping and demographic data; they can also interface with direct mail programs for online, e-mail or standard postal delivery.
“Customers tell us that their biggest challenge is to prove [return on investment] on an advertising investment,’ said Who’s Calling CEO Stuart DePina. “Knowing quickly which media gives the highest level of return gives businesses of all sizes the ability to track and modify their advertising spend. The acquisition of StandardCall will give Who’s Calling a significant stake in the Yellow Page media market space.”
