Marking an end of an era, CallSource has sold its media and publishing division to LogMyCalls (formerly ContactPoint.) The sale reflects several things about the evolution of the call management space — which remains absolutely vital to the local and SMB business communities.
First, it suggests that CallSource’s customer list, which includes many key Yellow Pages and vertical companies, remains deeply engaged in call tracking and is highly valued. It also suggests that CallSource’s principal business of tracking calls has begun to shift to conversation analytics and targeted leads.
This is where LogMy Calls comes in. The combination of the two companies is expected to reach new customers for LogMyCalls, and provide a lot of additional value for customers of both.
CallSource VP Geoffry Infeld, in a call with BIA/Kelsey, discussed the changing dynamics of the industry. “CallSource is all people power and crowd sourcing,” noted Infeld. The company, in its 25 year history, has come a long way from its roots as a performance training company which then focused on call tracking and finally all the things provided by a modern call center.
The key to the industry’s future success, however, is tied around being a solution provider to enterprise companies, said Infeld. “The data from voice calls must run parallel to the data that Google can capture and analyze on the Web.”
LogMyCalls President and Founder Jeremiah Wilson elaborated further. “This space needs to get as much information from phone calls as it gets from emails and websites,” Wilson told us. “The industry needs to focus on data, not call tracking.”
Wilson noted that the data around phone calls “keeps getting bigger.” And it is about much more than pay per call — although PPC does illustrate that phone calls drive a lot of value. “It is really about big data,” said Wilson. With advanced calling analytics, companies can invest in call quality and strategy, rather than just calls” he said.