Call Center Software Featured Article

DemandResults Partners with Twilio to Launch RingDNA

By Peter Bernstein
Senior Editor

Sherman Oaks, CA-based DemandResults announced the launch of RingDNA, a call sales and marketing platform that helps brands understand who is calling, how their ads are found and how much revenue is earned from calls. RingDNA is powered by San Francisco, CA-based Twilio, a leading cloud communications provider.  The new solution works seamlessly with a number of popular products and platforms, including Google Analytics and the Salesforce.com (News - Alert) CRM.

The need to refine the targeting of sales and marketing efforts and measure campaign effectiveness has never been more critical based on scarce resources and the fact that a competitor is now only a click as well as a call away.  The bridging of the analytics gap between ad performance and inbound calls using RingDNA is an important tool for companies seeking to better analyze and improve campaign performance.

What it does and how it works

According to the press release on the announcement:

“The practice of using unique or toll-free phone numbers to understand the relative return of ad investment is, in itself, not new…But for most businesses, the cost and time investment in the process has been prohibitive."

Twilio’s underlying technology democratizes these costs enabling businesses of any size to eliminate blind spots in their marketing analytics. Using trackable phone numbers for voice and SMS, RingDNA leverages Twilio’s capabilities into a robust call tracking solution for all industries.







How it works

RingDNA assembles a complete profile on each caller. It pulls data from various sources, including Google (News - Alert) Analytics and Google AdWords, and then matches call records in real time with a company’s CRM, where sales data resides. Using a drop-and-drag interface to set up call forwarding rules, sales scripts can be automatically served up based on:

• What ad the caller came in from
• Which search keyword or social media channel they used to get to the ad

RingDNA customers will be able to instantly provision campaign phone numbers. Twilio’s infrastructure APIs will allow customers to login to RingDNA from any browser and begin taking VOIP calls delivered with advanced analytics in minutes. An iPad app will be available for sales supervisors providing them with visibility into the:

• Number of engaged sales reps
• Call wait time
• Most effective ads
• Other call metrics

“The era of brands wondering which half of their ad spend is wasted is over,” said Howard Brown, founder and CEO of DemandResults.”

Jeff Lawson, Twilio CEO, stated that his company, "Is excited to power RingDNA and its unique ability to seamlessly combine voice and SMS with data from multiple marketing channels to supercharge performance in a more social and mobile enabled world… Having an instant, unified view of past customer touch points at the start of a new call has been proven to dramatically increase both customer conversion and support satisfaction.”

The points of both are well taken. Having sophisticated tracking across several media that is available through the cloud and built on the SalesForce.com platform for tight sales database integration will enable even the smallest of businesses to act, along with the largest enterprises, a lot more efficiently and effectively with their ad spends.

Learn more at StartupCamp4: Comms Edition! at ITEXPO (News - Alert) West, Austin, TX, September 13-15

Twilio is a Silver Sponsor of StartupCamp4: Comms Edition! —a special workshop that ispart of ITEXPO West being held at the Austin, TX Convention Center.

This unique forum, running from 4:00PM – 7:00PM (followed by networking) on Wednesday September 14, is for early-stage entrepreneurs to pitch their communications products or services to a discriminating audience of potential investors, media, bloggers and industry influencers.

The event’s fast-paced, “ready, set, pitch” format brings early-stage communications companies, developers, industry leaders and investors together to network and validate entrepreneurial pitches in real time. Featuring industry luminary Bob Metcalfe (inventor of Ethernet, founder of 3Com (News - Alert) and noted author and lecturer) as keynote speaker, this is a rare glimpse into what will likely come next.

I look forward to seeing you there.

Twilio is a silver sponsor StartupCamp4 at ITEXPO West 2011. To be held Sept. 13-15 in Austin, TX, ITEXPO is the world’s premier IP communications event. Visit Twilio at StartupCamp. Don’t wait. Register now.  follow us on Twitter.

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Peter Bernstein is a technology industry veteran, having worked in multiple capacities with several of the industry's biggest brands, including Avaya, Alcatel-Lucent (News - Alert), Telcordia, HP, Siemens, Nortel, France Telecom, and others, and having served on the Advisory Boards of 15 technology startups. To read more of Peter's work, please visit his columnist page.