I had the opportunity to speak with Brad Reynolds, CEO of Mongoose Metrics, a Cleveland, Ohio-based call measurement and conversion analytics company. Reynolds was quick to point out that it is not simply a call tracking company, but rather it is dedicated to linking online and offline conversion so clients can better understand what leads to sales conversions. According to Reynolds, “Our business is based around illuminating the sales funnel related to offline conversions. Our goal is to make it easy to track online and offline conversions side-by-side. We want to drive actions like tweaking marketing spend and efforts with a full basket of information.”

While some companies focus entirely on online conversions, the reality, according to Mongoose Metrics, is that a large majority of transactions occur offline via the phone. In most cases there is a chain of events that lead to an offline conversion. By better understanding how online and offline media influence the conversion path, marketers have a better sense of what media and messages they should be using to maximize their effectiveness. With good offline and online conversion data in hand, brands can personalize their messages across media to create a conversation and a stronger relationship.

Mongoose Metrics has also been busy putting together an effective international local number tracking network and recently put together deals in Canada and the U.K. to deliver true local exchange numbers across both countries. Rather than relying on VoIP numbers or toll-free numbers, Mongoose is now able to offer local telephone numbers better linking businesses to their local area. “Until recently, it had been nearly impossible for Canadian and U.K. companies to use local phone numbers to follow visitors from Web-to-phone to understand how their Web sites drive phone calls and ultimately sales,” according to Reynolds. Mongoose Metrics’ move into the U.K. and Canada is a first step in expanding internationally.

When asked where call measurement is headed in the near term, Reynolds quickly pointed to mobile. “While many feel there will be transactions handled on the handset, the current reality is that most sites are not fully enabled for mobile screens, requiring too many clicks and too much scrolling. People want to get a quick answer to their question and often will revert to contacting the store or company since it is easier — and they have a phone in their hand to expedite the need for information. Click-to-call features makes sense on the mobile Web and will offer yet another layer in understanding where offline conversions are initiated.”

When asked about other developments, Reynolds replied, “Mongoose is currently working on a few proprietary products to provide deeper analytics of incoming calls and hopes to create a way to trigger specific actions tied to a recognized set of keywords. This is yet another step Mongoose is taking to help drive conversions and personalize the communication between consumers and advertisers.”