Even as messaging apps and chat bots take over the world, people still have a biological urge to communicate by voice. This applies to commerce, especially where there is complexity. And complexity tends to happen in high-consideration, high-value products like cars.

I had the chance to discuss these moving parts recently with Marchex SVP Matt Muilenberg. With a background in auto advertising, he’s an authority on driving high-value leads within such a high-value local vertical.

Big-ticket items in such categories is one reason why phone calls have become such a valuable lead form. But to make all this work requires analytics, routing, lead scoring and all the functions of the area that we call “call commerce.” See the full interview below.