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BtoB

Marchex adds ‘call mining' to call center solution

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Seattle—Call advertising company Marchex Inc. has updated its telephone call-analytics solution, adding speech transcription as well as search and data-mining technology, to optimize cross-channel marketing.

Marchex's new “call mining” capability helps determine phone conversion rates; identifies channels, ads and keywords driving call conversion; and maps call outcomes to demographic and geographic segments, among other features, according to the company.

The new solution also allows for the auditing of call centers for efficiency and caller experience, and flags calls by topic of discussion, Marchex said.

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