Genesys Acquires Interactive Intelligence- Good Move for Both Companies

Genesys (, a customer experience, omnichannel and contact center solution and Interactive Intelligence Group Inc. (, a customer engagement and global leader of cloud and on-premise solutions for  communications and collaboration, are entering into a definitive agreement. In this agreement  Genesys will acquire Interactive Intelligence in a transaction valued at approximately $1.4 billion.

How Will This Affect You and Your Customers?

The transaction will accelerate Genesys’ mission of powering customer experiences at scale, anytime, anywhere – over any channel and device, in the cloud and on-premise. Both Genesys and Interactive Intelligence have developed best-in-class capabilities with highly complementary product portfolios that serve adjacent market segments. So together, the combined company will provide a broad customer experience solutions globally for organizations of all sizes across a range of industries.

If you are wondering about their commitment to accelerate innovation and R&D,  Genesys has explained they are committed to accelerate innovation in the customer experience market, with more than $1.3 billion in revenue and annual R&D spend approaching $200 million.
Notes From The Executives

Paul Segre, Chief Executive Officer, Genesys offered, “This is a milestone transaction that combines industry-leading expertise and capabilities to enable lasting customer relationships, accelerate innovation and drive growth. Our combined product portfolio will provide the broadest set of transformative customer experience solutions optimized for customers of all sizes and sophistication levels, available both in the cloud and on-premise. We will significantly invest across the entire Interactive Intelligence product portfolio to support the continued momentum of PureCloud®, Cloud Communications-as-a-Service℠ (CaaS) and Customer Interaction Center™ (CIC), in addition to the rich portfolio of products offered by Genesys today. We are excited to work with the Interactive Intelligence team to deliver even greater innovation and value to our global customers and partners.
Dr. Don Brown, Chairman, President and Chief Executive Officer, Interactive Intelligence explained their position by saying, “We have been working for the past 22 years to build an outstanding company with innovative, disruptive technology solutions that transform businesses. I am confident that our agreement with Genesys, which follows a careful evaluation of strategic alternatives, provides Interactive Intelligence shareholders with immediate and significant value, and will deliver meaningful benefits to our customers, partners and employees. The combination of Genesys and Interactive Intelligence provides a complete portfolio to address all market segments by combining Interactive Intelligence’s PureCloud, Cloud Communications-as-a-Service (CaaS), and Customer Interaction Center (CIC) with Genesys’ offerings. I am excited for the combined company to continue to grow and meet the needs of organizations around the world.

What Does This Mean to You

Customer experience here to stay. It is the one competitive differentiator that a brand can’t ignore. Customers either have a great experience, over many touch points over the time they spend with a brand or they don’t. If they don’t, often don’t return. The question is what solution(s) will your brand use to affect their experience of doing business with your brand? Many choices for sure.

@drnatalie petouhoff,
VP and Principal Analyst, Constellation Research

Covering Customer Experience


Implementing Customer Experience, Cloud, IOT or Any Technology Project? Why Will it Fail?

Obviously no one plans on implementing a project that will fail. However, statistics show that over the past 20 years a very large percentage of technology projects do fail to result in the business outcomes that they were expected to meet. The real issue is that leading change (implementing new technology, whether it be CX, transitioning to the cloud, IoT, etc…) is different than the role of leading in general. But this point is often overlooked or some leaders don’t realize how big a difference there is in leading change compared to their every day leadership job.

The reasons projects often fail and the need for orchestrating customer experience projects using organizational change management range from:

  1. Projects ran over budget, were late, or never completed.
  2. Projects were attempted more than once because initial efforts failed.
  3. Only a small part of the organization adopted the new processes or systems.
  4. When the project went live, critical business systems halted, causing loss of revenue, increased costs, dissatisfied customers and frustrated employees.
  5. Parts of the business (or possibly the entire organization) eventually reverted to the old way of doing things.
  6. The return on investment (ROI) and/or stated benefits were never realized.
  7. The project cost the business more money than it saved or generated.


Our research shows that there are seven steps for leaders of change leaders can use to be more successful.

Practice #1 – Understand the Business Case for Change

Practice #2 – Start with the Executive Team: Move It from Involved to Engaged

Practice #3 – Engage All Leaders and Prepare Them for the Journey

Practice #4 – Build a Broad Understanding of the Change Process

Practice #5 – Evaluate and Tailor the Change Effort

Practice #6 – Develop Adaptive Leadership Skills in Change Leaders

Practice #7 – Create Change Leadership Plans

Don’t become one of the statistics of failed projects. There are best practices that work.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications to Create Awesome Customer Experiences


Guest Post: The Relationship Between Cloud ERP and Big Data

There have been quite a few articles written on adopting cloud-based ERP, and whether the technology will be along the lines of its counterparts. Businesses are becoming more aware of the computer industry and the software is improving with each release. Cloud technology is becoming crucial in developing new capabilities to attract customers.


Enterprise resource planning (ERP) within the cloud is the engine utilizing data produced on the plant floor to power manufacturers. Cloud ERP gives manufacturers more precise and real-time data. Also, it is delivering programmable logic controllers, barcode readers, visual management systems, and wearable technology that can assimilate with the ERP system.


Big data is popular amongst business intelligence and analytics applications. Big data technology is evolving and it is changing application systems that have long supported them; it has given challenges and great opportunities. Acquiring business value is not only a challenge but it puts the business’ goals into context. 18-20% of the world’s GDP is contributed by manufacturing. Data is well on its way to becoming the new way to be efficient, since manufacturers worldwide are using it gain an edge on the competition. They are looking for products to better themselves and their consumers while discovering services that can be innovative and add to their image. 50% of reduction from manufacturing in product development holds real value. The largest source, arguably, of data in manufacturing is from ERP. Cloud adaptation is being forced at this point, which is the location where data is evaluated and processed using state of the art analytical engines that can slice and splice data into conventional and unconventional sources. ERP is now the connection of the cloud and Big Data.


Cloud ERP showcases enhanced flexibility, customization, lowered cost of ownership, and better integration with emerging technologies. You may also see a lowered number of times you call your IT department. The developments indicate that ERP on the cloud is not a situation of when manufacturing will become part of the trend, but what it will choose to deliver via the cloud before ERP immerses itself in the cloud completely.


In this moment, ERP in the cloud has proven itself to be a key player in manufacturing. Many companies will do their best to obtain flexibility, enhance customization, lower their costs and drive the integration of emerging technologies. The cloud will be a central figure in its success. As manufacturers gain confidence and experience the benefits, modules that go far above the functions of basic ERP will submerge in the cloud. Mobility and data growth are adding to the need, which would take ERP into the cloud, to create an improvement in efficiency and intelligence leveraged regardless of time and locality. This change coming will be historic. The ERP landscape is being reshaped as this is being written.



(Image Source: FanRP)



Saurab Prabhakar is a SEO & Outreach Intern at The Marketing Zen Group. He writes creative content on behalf of the ERP systems specialists at TGO Consulting, and enjoys his work. You’ll find him instructing Group Fitness classes and enjoying great food. You can connect with Saurab on LinkedIn.



Dr. Natalie’s Research Agenda and Published Research

If you are wondering what I have been up to lately, I thought I would put all the research I have published  into one place. Here’s a list of Dr. Natalie’s completed and published research and soon to be published content! It ranges from IOT, Analytics, Big Data, Customer Experience, Leadership, Organizational Change Management, Storytelling, Collaboration, Digital Transformation, Social Selling, Social Media, the Cloud, Marketing, Sales, SaaS, IaaS, PaaS, DaaS, AI, Machine Learning, Innovation, Social Networks, Social Media Monitoring, Mobile, Customer Service and Customer Success Management….and a few things in-between…

IOT (The Internet of Things), Innovation, AI, Machine Learning, Analytics and the Cloud

• The Algorithm of You: How IoT Transforms and Differentiates Customer Experience: Using the Internet of Things to Boost Revenue and Deliver a Brand’s Personalized Promise

• Digital Disruption: The Blind Spot That Could Sink Your IoT and CX Initiatives

• The Internet of Things Improves Customer Experience in Retail Supply Chain

• The As-a-Service Economy: CX and IOT Mean You Have to Deliver Great Experiences- Upcoming

• Customer Experience IOT in the Automotive Industry-Upcoming


Digital Transformation: Customer Engagement, CRM, Innovation, Customer Experience, Customer Service, The Cloud and Analytics

• ROI Of Customer Service & Customer Experience

• How to Measure Customer Experience: Performance Management Maturity-Upcoming

• Case Study: Elaine Turner® Brand and Oracle Commerce, Marketing and Customer Service-Upcoming

• The Need for Inspiring Leaders to Orchestrate Customer Experience Initiatives-Upcoming

• Experience Management: How to Deliver Integrated Customer Experiences

• How Rackspace Creates the Next-Generation Customer Experience

• The ROI Of Agile Customer Care: Reduce Training and Easy To Add Channels

• Digital Imperatives for Omni-Channel Retail Customer Experiences

• Nine Pillar Of Successful Self-Service for Digital Customer Engagement

• 6 Pillars of e-commerce Customer Engagement

• 9 C’s of Customer Engagement – Delivery and Communication Styles: Channels, Content and Cadence

• 9 C’s of Customer Engagement – People Centric Values: External & Internal Culture, Community, Credibility

• 9 C’s of Customer Engagement – Right Time Drivers: Context, Catalysts, Currency

• How Delta Uses Microsoft Dynamics and Avanade to Create Next-Generation Customer Experiences

• How Microsoft Dynamics CRM Improves Productivity at Trek Bicycle

• Delta Uses Microsoft to Transform Flight Operations and the Customer Experience

• New Belgium Brewing Creates Great Customer Experiences Using Microsoft Dynamics

• Beyond Journey Maps, Delivering Mass Personalization at Scale

• The State of Customer Service and Support Evolves 


Social Media, Customer Service, CRM, Analytics, Innovation and the Cloud

• How General Motors Using Social Media To Listen To Customers and Sell Cars and Deliver Service

• The ROI of Online Communities: Online Communities Provide Value Beyond Call Deflection

• Why Top Marketers Create Branded Social Networks for Customer Engagement

• The State of Customer Service and Support Evolves 

• ROI of Social Customer Service- Upcoming

• The Customer Service Playbook for Integration of Traditional, Digital, Social and Mobile Customer Service Strategies and Technologies-Upcoming

• Mobile Customer Service-Upcoming


Digital Marketing, Analytics, Innovation and the Cloud

• Should the Chief Marketing Officer Oversee the Whole Customer Experience?

• Data-Driven Marketing Campaign Optimization

• VentureBeat: Should the CMO Run the Whole Customer Experience?

• Executive Brief: Can Brands Keep Their Promise?

• Oracle Moves Its Focus from the CIO to the CMO

• How to Staff the Team for Effective Content Marketing

• The State of Marketing 

• Marketing Funnels Are Dead, What’s Next?


Digital and Social Sales; Commerce, Innovation, Analytics and the Cloud

• How Sales Leaders and Sales Reps Can Create a Social Selling Organization: Convert Average Sales Teams into Top Performers Using Social Networks

• Five Approaches to Drive Customer Loyalty in a Digital World

• The Modern Sales Experience

• Continuity of Customer Experiences Drives the Future of Commerce


Customer Success Management, Analytics, Innovation and the Cloud

• The State of Customer Success Management

• Gainsight: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• ServiceSource: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Bluenose: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Totango: Customer Success Management for a Post-Sale, On-Demand, Attention Economy


If you are interested in learning about any of these reports or research, a speech or webinar on any of these or related topics, please reach out to me here!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Innovative, Customer-Facing Applications that Create Great Customer Experiences








Guest Post: How Digital Technology Is Transforming Customer Data Collection

Digital business is increasing the potential monetary value of data, but most companies aren’t leveraging this valuable resource. Smart devices, mobile technology and social media are increasing the volume and variety of customer data available at an accelerated rate, turning data brokering into a multibillion dollar business while simultaneously making data more affordable than ever. General information about consumers is now available for about $0.50 per 1,000 people, estimates the Financial Times. Read on for the trends that are transforming data collection and the tools that smart companies are using to turn data into profit.

Internet of Things

One of the biggest technology trends is the increasing presence of smart electronic devices, a trend known as the Internet of Things (IoT). Earlier stages of the Internet were centered around personal computers and then mobile phones, and now the Internet of Things includes all sorts of smart devices, from smart houses to smart TVs to smart cars, watches and clothes.

All these devices collect data that is centered around the consumers who use these devices. This enables businesses to organize their market research and advertising efforts around the totality of data as well as individual uses, a trend known as marketing personalization. The Internet of Things means that the data collected can conceivably be used to personalize ads they see in their car, at work and while shopping.

Location-Based Data

The Internet of Things forms a digital mesh that enables consumers and their data to be pinpointed by location. Smartphones like the Samsung Galaxy Note5 are GPS-enabled, allowing marketers to collect data on their location and deliver personalized messages that appeal to customers at specific locations.

One of the emerging applications of this is beacon marketing, which identifies when customers are entering stores to deliver customized coupons, discounts and other special offers. For instance, Hillshire Brands saw a 36 percent increase in brand awareness and a 20 percent increase in purchase intent by using beacon technology.

Context-Sensitive Data

Data collection is becoming more context-sensitive. For instance, a webpage that displays well on a desktop screen needs to adjust to be viewable on a smaller mobile device screen. This means that the site needs to collect context-sensitive data about the viewer’s device and screen size.

Another context-sensitive use of data is retargeted advertising, when information gathered on one device follows users as they use other devices. For instance, Yahoo recently added a feature to its Gemini ad marketplace that enables advertisers to send retargeted ads to customers on websites, apps and Yahoo interest categories based on their browsing behavior.

Social Media Data

One of the most important data collection sources is social media. CMS Wire reports that 90 percent of the data available today was collected over the past two years and 80 percent of it came from social media use.

Social sites are seeking to capitalize on this, with Facebook, Twitter, Instagram, Pinterest, Google and YouTube all introducing buy button features last year. In 2016, social media brand engagement and buying will drive data collection, predicts Brandwatch.


About the Author

Roy Rasmussen, coauthor of Publishing for Publicity, is a freelance copywriter who helps small businesses get more customers and make more sales. His specialty is helping experts reach their target market with a focused sales message. His most recent projects include books on cloud computing, small business management, sales, business coaching, social media marketing, and career planning.


I’m Judging the SuperNova Awards: Make Sure to Submit Your Case Study

I’m judging the 2016 Constellation SuperNova Awards! Every year the Constellation SuperNova Awards recognize individuals for their leadership in digital business. Nominate yourself or someone you know before August 8, 2016.

About the SuperNova Awards
The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. In its sixth year, the Constellation SuperNova Awards will recognize individuals who demonstrate leadership in nine categories:
•  Internet of Things – A network of smart objects enables smart services. (sensors, smart ‘things’, device to purchase, artificial intelligence)
•  Data to Decisions – Using data to make informed business decisions. (big data, predictive analytics)
•  Digital Marketing Transformation – Personalized, data-driven digital marketing.
•  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (enterprise social networks, collaboration, digital assistants)
•  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset.  (talent management, benefits, HR core)
•  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (digital retail, supply chain, payments, ‘ubiquitous-channel’ retail)
•  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels.  (crm, customer experience)
•  Safety and Privacy – Strategies to secure sensitive data (blockchain, digital identity, authentication)
•  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)
The SuperNova Awards are seeking leaders and teams who have innovatively applied disruptive technolgies to their business models as a means of adapting to the rapidly-changing digital business environment. If you have what it takes to compete in the SuperNova Awards submit your application today:
If you are doing something really interesting, make sure to send in your case study! It’s your time to be recognized for your hard work!
@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Customer Facing Applications that Drive Awesome Customer Experience

Capital One Announces Launch of DevExchange / Offers New APIs

Starting something new is exhilarating, daring and, at times, even daunting. People who create know this. Having an idea isn’t the hardest part. Getting that idea off the ground is – building adoption, clarifying value, then scaling that idea to realize its full impact in the world.
And it’s no different for companies. Capital One knows about creating new things. They founded this on the belief that information, technology and great people could combine to bring new, highly customized financial products directly to consumers. It was daunting, and exhilarating. But less than 3 decades and more than 45 million great customers later – you could say they have proven that original concept.
So what’s next? They are starting something new again by becoming one of the first banks to open their platform to external developers and partners. They are launching Capital One DevExchange.
Capital One DevExchangeEvery experienced developer will tell you that before they invest their time in a platform, they need to know that the basics are covered. Foundational things like:

  • APIs that matter, are easy to integrate and are standards-based.
  • A portal where they can explore all the capabilities – from documentation, sample code and reference apps, to high-quality support and access to the entire community.
  • A place where they can easily test their concepts, have robust test data analytics and get instant access to prove their ideas.
  • A place where feedback matters and there is an opportunity to explore ideas with like-minded people.
  • Lastly and most importantly, a program that operates with transparency and a commitment to long-term sustainability.

Building a sustainable, vibrant developer community is hard work. It isn’t just about APIs, SDKs or toolkits. It’s about working together to solve problems. Engaging community members wherever they are. Defining a long-term strategy that benefits all. Creating real revenue and business value to flow to everyone. Promoting those successes. And doing the hard work every day of supporting, servicing, communicating with, adjusting when necessary, and expanding the ecosystem around the community.

They are creating such a place. A place where ideas become tangible. A place to access technology that is essential to people’s everyday lives – money, finances, and identity. A place they call Capital One DevExchange.

It’s time that banking and financial services catch up to the rest of our digital-enabled lives. They still believe that information, technology and great people are the magical combination needed to drive innovation. But they also know that great people – including great developers, engineers, and product visionaries – are everywhere. And they want to work with you.The challenge isn’t just to convince people to devote their engineering and development resources to working with them. It’s also to make sure you have a voice in this community.

Maybe the world is changing? Nice to see people being considered as a key component!

@drnatalie petouhoff

Covering Digital Transformation


Internet of Things (IoT), Customer Behaviors and Increasing Digital Demand Signals Major Insurance Industry Disruption

How Does IOT and Customer Behaviors Affect The Insurance Technology Companies?

The World Insurance Report 2016 (WIR), released  by Capgemini, identifies multiple threats pushing the insurance industry toward massive disruption. The continued evolution of the Internet of Things (IoT), combined with changing behaviors and preferences from Gen Y1 customers, is driving the urgent need for insurers to undergo significant transformation or risk falling behind emerging competitors such as FinTechs.

What Did the Capgemini Voice of the Customer Survey Find?

Capgemini’s Voice of the Customer Survey, (which covered) more than 15,500 insurance customers worldwide, found that Gen Y customers are much less likely to have positive experiences with their insurers compared to other age groups, despite communicating with them more frequently. Gen Y customers have more interactions with their insurer across all communication channels, particularly digital ones. They interact with insurers up to 2.5 times more on social media than other customers and over two times more via mobile.

Gen Y Has Higher Expectations of Digital Experiences Than Older Generations Those interactions, however, are resulting in positive customer experience levels that are nearly 20 percentage points lower than those of customers in other age brackets, suggesting that Gen Y customers have higher expectations for the standard of digital channels than their older peers. Given that more than one-quarter of all customers plan to purchase or renew their insurance through digital channels in the next 12 months, customer experience levels among Gen Y customers is particularly concerning for the industry. In addition, nearly one-quarter of Gen Y customers say they would be likely to buy insurance from non-traditional technology-led providers, highlighting the threat from emerging competitors to the customer base of traditional insurers.

A Note From The Executives: John Mullen, Corporate Vice President and Global Insurance Leader for Capgemini said, “By not providing adequate engagement for digitally-advanced customers, carriers run the risk of pushing them toward a growing population of market entrants and non-traditional technology-driven competitors. Gen Y is clearly indicating that they do business differently and those insurers who respond to them on their terms will have a clear competitive advantage.”

IoT Poses Additional Threats As More Devices Get Connected to the Insurance Business Models

A more fundamental threat, or enabler, to the future of insurers is the coming wave of connected technologies, in the form of such innovations as smart home ecosystems, wearable devices and machine-enabled drones, robots, and cars. These IoT technologies are expected to transform traditional insurance business models, including everything from the way insurers connect with their customers to their fundamental assessment and management of risk. Yet despite this threat, insurers are significantly underestimating the degree to which connected technologies will be broadly adopted. Only 16 percent of insurers think customers will embrace driverless cars, for example, while 23 percent of customers express interest.

Gen X is More Likely To Adopt Connected Devices

More significant than age, affluence2 is the most compelling factor in determining customer uptake of IoT technologies. More than 45 percent of affluent Gen X3 customers are likely to adopt connected devices, smart ecosystems and wearables, compared to only 30 percent to 35 percent of younger, non-affluent Gen Y customers. Customers that are both Gen Y and affluent are the most likely to adopt connected technologies (50 percent). However, affluent customers are also more likely to purchase insurance from non-traditional technology-led firms. Nearly 31 percent of affluent customers globally say they are likely to purchase insurance from technology firms, a percentage that increases to 47 percent for affluent Gen Y customers.

IoT Is Expected to Have a Big Impact on Redefining Risk in the Insurance Business. In addition to its impact on customer connections, IoT is expected to have an even bigger impact on the core tenets of the insurance business. In a connected world, data provided by connected devices, smart ecosystems and wearables will increase risk transparency, a dynamic that will likely lead to new business models, especially in pricing and risk control. Risk ownership will also shift with connected technologies, as responsibility for actions, for example in the case of driverless cars, moves from car owner to car manufacturer. Finally and most important, IoT looms large in managing the level of risk exposure due to safer environments. This will shift premiums significantly, threatening some carriers, but providing opportunities for those who can understand the emerging risks that are inherent as the rate of technology change becomes more pervasive in the lives of people and commerce.

What Should Insurers Do? Insurers must start preparing themselves for the transformation of the insurance business. The report advises insurers to build strong but agile foundations in the short term. In the medium term, they must sharpen their value propositions through strategic alliances and data-driven insights. Long-term strategies must focus on transforming the business to stay ahead of emerging risk profiles, new interaction models, changing customer behaviors and IoT’s expected disruption of risk selection, pricing, and loss prevention.

“While already experiencing digital disruption, the insurance industry needs to brace itself for the massive, inevitable disruption brought on by Gen Y and the Internet of Things,” said Vincent Bastid, Secretary General, Efma. “Those insurers who make it a top priority to improve their ability to manage and leverage data and risk will be the most prepared.”

The World Insurance Report 2016 features data from more than 15,000 insurance customers globally through Capgemini’s Voice of the Customer survey and exclusive Customer Experience Index (CEI), as well as findings from more than 150 insurance executive interviews. The report’s research covers 30 markets across North America, Europe and Asia-Pacific representing 93 percent of the global insurance market in terms of premium income.

For more information visit

The report will be presented at the Insurance Summit in Milan on June 9-10, 2016. To register to attend the event, please visit:


DialogTech launches SourceTrak 3.0, reinvents call tracking for digital marketers

New Call Tracking For Digital Marketing – Well if you thought the only people who cared about phone calls to brand were people in the contact center, then you may be surprised by DialogTech’s new solution.  Actually its not that surprising me – considering a good 30-50% of calls to a contact center are marketing related – like which size would be better for me, or what are the measurements of the “box” or is the delivery date different than the ship date. These are all questions that would lead someone to “buy” something or not. However, often times those “marketing” type calls go to the contact center. The contact center rarely gets credit for answering lead conversion calls, but many of them do it all the time. Now to the announcement…

DialogTech, who provides of a most comprehensive, end-to-end call attribution and conversion platform for data-driven marketers, announced a breakthrough in call tracking for digital marketing with the release of SourceTrak 3.0. Nearly two years in the making, SourceTrak 3.0 enables the world’s largest organizations to realize the full benefits of call tracking for digital marketing, without the traditional limitations.

What is Included In This New Call Tracking for Digital Marketing?

According to eMarketer, 62.6 percent of digital ad spending in the U.S. this year will target smartphones and mobile devices. As a result, these ads will drive 162 billion calls to businesses by 2019, according to analyst firm BIA/Kelsey. So what is important is to know which programs generate the most calls (and customers) – because its a necessary step to measure and optimize digital marketing performance.

DialogTech’s newly re-architected and enhanced SourceTrak 3.0 technology solution is designed to meet the data, affordability, reliability and ease-of-implementation requirements of Fortune 1000 companies, large multi-location organizations and the marketing agencies they work with.

Enterprise marketing teams and agencies already analyze and optimize the customer journey for the search keywords, digital ads and website interactions that generate online engagement. DialogTech’s SourceTrak 3.0 enables them to do the same for offline phone call conversions. The call data appears alongside the online data in the marketing solutions they already use and requires no change to current processes and causes no disruption to digital ads or website performance.

What is Included In This New Call Tracking for Digital Marketing?

  • Full Attribution For Every Phone Number on a Website – Provides complete call attribution data – including the search keywords, digital ads, referring websites and webpages that drove the call – for every call from every phone number displayed on a website, including every number shown in “Find a Dealer” and “Find an Agent” webpages consumers use to locate and call their closest location or agent.
  • Keyword Attribution for Every Call From Google AdWords – Whether a call comes from a “Call” button in a Google search ad or from a searcher who clicks through to a website, SourceTrak 3.0 captures complete keyword, session and caller data for every call. That call attribution data, as well as any revenue generated from the call, can be imported directly into Google AdWords alongside online data for a complete and accurate analysis of search advertising ROI.
  • Accurate, Spam-Free Call Data – SourceTrak 3.0 call attribution data is now protected by SpamSentry™ technology, which prevents spam calls from distorting marketing data and frustrating sales agents.
  • Fast, Seamless Implementation – SourceTrak 3.0 enables marketing teams and agencies to implement call tracking on any website in a few clicks without any help from IT, any negative impact on website performance or SEO ranking or any disruption to existing digital ads.
  • Affordability – Only SourceTrak 3.0 has heartbeat technology that enables businesses to capture complete call attribution with the fewest phone numbers – and lowest cost – of any call tracking provider.

SourceTrak 3.0 technology is available as part of the DialogTech Voice360® platform, which also includes an integrated suite of marketing solutions for caller qualification and scoring, contextual call routing and management, conversation analytics and spam call blocking. All SourceTrak 3.0 features are backwards compatible with SourceTrak 2.0, and all SourceTrak 2.0 users have automatic access to the new functionality.

For more information on how to get started today, contact DialogTech at

If you are part of a contact center, how many of your calls are marketing oriented vs “help me fix this” type calls? Should Marketing pay for some of the contact center costs if a percentage of the calls are lead conversion related? These are the questions we will be asking ourselves as we see Marketing, Sales and Customer Service converge into commerce.

@drNatalie Petouhoff, VP and Principal Analyst, Constellation Research, Covering Customer Facing Applications.


Adobe and Google Partner to Create a Better Mobile Experience

What is the mission of Adobe?  To change the world through digital experiences.  The pace of change in how consumers engage with content is accelerating. So their mission is more relevant than it has ever been before. Consumers expect to connect with content immediately no matter where they are or what they are doing. In the personal, always-connected mobile world we now live in, the inability to deliver the right experience to the right person at the right time directly impacts engagement and the consumer relationship.

Why Did Adobe Partner with Google? Adobe has partnered with Google, alongside many others in the technology and publishing industries to support the Accelerated Mobile Pages (AMP) Project and help solve the problems that are adversely affecting the mobile web experience –  namely the slow speed at which content loads and understanding audience engagement with mobile content. AMP will enable content to load instantaneously and provide a better mobile web experience for all.

What will Adobe Analytics Be Able to Measure? It will be able to measure the reach and impact of AMP experiences for publishers, while providing blazing fast speed for mobile web user experiences. For publishers, Adobe Analytics has become a fundamental part of understanding audiences, creating loyal viewers, and monetizing content, and Adobe is committed to making sure that publishers have access to the best data possible. A better mobile user experience means more browsing and content discovery for users, and quality revenue streams for publishers.  Additionally, Adobe Analytics will enable publishers to link up AMPs with their existing web data for deeper cross-channel audience understanding, and integrate this insight directly with the rest of Adobe Marketing Cloud for content and advertising optimization.

Adobe Analytics customers interested in getting started, you can download their How to Guide now: Adobe Analytics for Accelerated Mobile Pages Project

@Drnatalie petouhoff, VP and Analyst, Constellation Research Covering Customer-Facing Application