CallSource Releases CallTrack(SM) Upgrade with New Extension-Routing Features, API Integration Options.

WESTLAKE VILLAGE, Calif. -- CallSource announced today the latest release of CallTrack(SM), its hosted call-tracking and direct-response marketing analytics solution. CallTrack measures inbound call activity; automatically captures each caller's phone number, name, and other information; digitally records the call; and generates cost-per-lead data and valuable performance metrics. These tools enable companies to determine how well their marketing efforts are working, improve return on advertising investment, and convert more callers into customers.

This upgrade introduces new support for automated Extension Routing, the latest in a series of dynamic call-routing features recently added to CallTrack. The release also adds data-exchange enhancements that allow clients to more easily integrate call reporting and provisioning activities with their existing software applications, including customer relationship management (CRM) systems and marketing databases.

"This CallTrack upgrade gives marketers expanded options for directing and managing inbound calls, as well as maximizing the efficiency of their operations," said CallSource Chief Technology Officer Dr. Monica McArthur. "CallSource is committed to providing a flexible, easy-to-use Application Programming Interface, and this release expands our ability to easily integrate with our client's service-oriented architecture."

Route, track calls through multiple IVR menus

The CallTrack system now supports multiple levels of routing by extension, a useful feature for businesses that use automated phone menus and Interactive Voice Response (IVR) systems to route calls to an appropriate representative or department. Callers can select their interest through up to three consecutive IVR menus. Every call is then routed to the appropriate extension, tracked, and recorded by the CallTrack system.

Managers can now filter and sort call information by extension when reviewing their "Call Detail" activity reports. This allows them to focus on the response to a particular offer or routing option, and to listen to recordings of calls handled at that extension.

For even greater flexibility, extension routing can be used in conjunction with other CallSource routing features such as Overflow and Time-of-Day routing (a particularly useful feature for companies that use call centers) and Geo-Routing, which allows advertisers to publish a single phone number and have each call automatically ring to a physical store or office location based on geographic criteria.

Expanded API features simplify integration

Advancing its commitment to make all CallTrack features available to its clients through an Application Programming Interface (API) standard, CallSource has added several data integration features in this release. Clients can now receive real-time notifications when each call comes in and after it is ended. This allows them to respond immediately to interested buyers and recapture missed calls. In addition, CallSource clients can now set up and change their extension routing rules and request Call Detail reports via XML.

About CallSource

CallSource (www.callsource.com) provides online call-tracking, recording, and analytics solutions that allow companies to measure advertising effectiveness, improve return on marketing investment, increase sales, and enhance customer service. CallSource tracks more than 150,000 advertisements and five million phone calls every month for apartment communities and property-management companies, automotive retailers and dealer groups, media companies and advertising agencies, and a wide range of businesses throughout North America.

CallSource also offers expert statistical and performance analysis services to help clients improve marketing and call-handling effectiveness, tools, and education to convert more callers into customers, and U.S.-based call centers to respond to after-hours and overflow call traffic. Since 1994, CallSource has provided innovative solutions and services that improve organizational performance across marketing, operations, sales, training, and customer service.