Companies Link Call, Online Conversion Services

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In the latest merger of traditional and interactive companies, call measurement firm Who's Calling, Kirkland, WA, said yesterday that it acquired ClickPath, Sacramento, CA, a cross-channel analytics provider.


The news follows a recent report predicting that the interactive marketing industry will see a flurry of mergers and acquisitions this year. Seventy-nine percent of 3,200 marketing executives surveyed by AdMedia Partners, New York, said they anticipated strong demand for mergers and acquisitions in the interactive space.


Privately held Who's Calling, which has worked with ClickPath to develop its patent-pending analytics technology since early last year, did not disclose the acquisition price. ClickPath links phone call responses to the original advertising source and tracks both online and offline conversions for advertisers and search marketing firms, including iCrossing, Fathom Online and iProspect.


"We believe the Internet and telephone create a complementary experience that companies need to leverage to stay competitive," Who's Calling CEO Stuart DePina said. "Traditional advertisers are really looking for the ability to go to their clients and provide them with a complete set of solutions."


Clients of Who's Calling, which surpassed $70 million in sales last year, include Mercedes-Benz USA, AutoTrader.com, Chicago Tribune and Sears.


Who's Calling will integrate ClickPath's tracking services into its own. Pricing for ClickPath is dependent on the amount of call activity generated by the online campaigns. ClickPath's offices in Sacramento and Raleigh-Durham, NC, will operate under the Who's Calling banner.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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