Telmetrics recent announcement that the call tracking company saw a 160% jump in call tracking programs last year got me thinking about the value of mobile calls and the impact of data (big or otherwise) on local businesses.
Street Fight’s coverage of the Telmetrics announcement emphasized how the growth in call measurement has tracked with the growth in mobile.
The fact that now nearly ubiquitous smartphones marry the search device with the phone has moved calls higher up the leads hierarchy. What once may have been a click in the old desktop search paradigm is more likely to be a call in the smartphone era.
In the Street Fight article, Telmetrics CEO Bill Dinan says the move to calls represents an anti-big data approach.
“Big data creates its own big problems,” Dinan said in the aricle. “I’d argue that we’re doing is contrary to that. Small businesses don’t have time to deal with big data. There is a strategic role for more exact data, telling them what they’re doing in terms that they understand.”
All this brings a couple of thoughts to mind.
First, big data, small data. It’s all data. The point is not so much that the Telmetrics approach is anti-big data. It’s more that it involves making big data small enough for local businesses to understand and use.
Secondly, given that mobile is driving more search that is closer to the purchase decision, are advertisers doing enough to distinguish the calls generated from mobile from all the others? It would seem that understanding this metric is critical to successful attribution.