Calltouch

The company was founded by Mikhail Fedorinin in 2012. In the first six months, a group of several developers wrote static call tracking software for Runet. The first investments amounted to only half a million rubles, most of which went to the salary of employees. In the next six months, a program was written that allows you to do dynamic call tracking. This type of software allowed substituting a telephone number for each user who visited the site ^[1] .

In 2013, the system was launched, and investments reached three million rubles ^[1] .

In 2014, Calltouch began developing end-to-end analytics - a platform that combines data from advertising platforms, CRM systems and other marketing tools with data from the client’s site. At the initial stage, end-to-end analytics was available only to medium and large businesses, and by 2018 Calltouch has developed a platform for small businesses.

In September 2015, Calltouch acquired the RO! RS business intelligence system for 20 million rubles. Based on the absorbed startup, a comprehensive business performance monitor was planned, and the joint product of the companies was supposed to display metrics on the volume of investments, concluded transactions, revenue, losses, site conversion, as well as the work of the call center and sales managers, purchasing departments and customer service ^[2] . A controlling stake in a business intelligence automation system was purchased for 20 million rubles, but investors almost immediately faced a number of problems in the development of the project, which eventually had to be frozen ^{[3] [4]} .

In the same 2015, Calltouch developed an automatic contextual advertising cost optimizer designed only for certified agencies. The company's product is able to share keywords by efficiency, cost of attracting not only a call, but also online applications, conversions . After that, the optimizer readjusts the rates and calculates the projected budget and efficiency ^[5] .

In 2016, the company launched the Predict product, which is able to optimize advertising by phone, automatically determining the result of a call. The operation of this product is based on voice recognition and machine learning . The algorithm starts with the SpeechKit tool developed by Yandex : when making a call, the program translates the conversation into electronic text, runs through machine learning algorithms and gives a result that indicates whether the client is ready or not to purchase a particular service or product. In the future, the interlocutor will receive relevant offers or, conversely, he will not be bothered. According to representatives of Calltouch, this will save up to 30% of advertising budgets [6] [7]. In the same year, the company released Antifraud - a technology that automatically calculates dubious calls (frauds) that do not lead to sales, but spend the advertising budget ^{[6] [7]} .

In 2017, Calltouch in order to accelerate the processing of requests began to transfer the database to RAM under the control of the Tarantool DBMS (developed by Mail.Ru Group ) ^[8] . In the same year, the company developed a new product - a smart call back, the mechanics of which is that a callback appears when a site visitor is ready to call, but does not call. The widget’s appearance time is determined automatically and individually for each visitor, based on site statistics and the scope of the company ^[9] .

In 2018, the company launched a full-fledged end-to-end analytics service and tariff for small and medium-sized businesses to automate business processes and optimize the costs of marketing communications. A virtual PBX has appeared with the ability to add and configure numbers from your personal account. A technology was also launched to determine sex by voice ^[10] , which collects statistics on callers and determines who calls more often - women or men ^{[9] [11]} .

The service revenue in 2014 amounted to 50 million rubles, and net profit margin - 10%. According to the founder of the company, the service reached self-sufficiency in the first year of operation and returned the investment after two years. In October 2015, Calltouch monthly revenue amounted to 17 million rubles, and expenses - 13 million rubles. The main costs of the company are salaries for programmers and a call center (about 35% of expenses), payment for phone numbers (25%), office maintenance (10%), development (10%) and marketing (10%) ^[1] . In 2015, the company's revenue reached 150 million rubles ^[7] .

According to CNews, in 2017, the system processed up to a billion sessions and more than 10 million calls per month ^[8] .

In 2018, Calltouch revenue amounted to 473.5 million rubles (total revenue from cash flow of Koltach Solutions LLC and Telemir LLC). The company processes about 200 million visits and about 3.5 million calls every month. The number of employees has reached 160 people, and the company’s offices are open in three cities: Moscow, Vladimir and Tula ^[9] .

The founder of the company is Mikhail Fedorinin ^{[12] [13]} , the general director is Aleksey Avdeev ^[14] On March 21, 2017, the Board of Directors of Calltouch was joined by the general director of Lingualeo Irina Shashkina ^{[15] [8]} .

It is considered one of the first companies to offer a dynamic call tracking service in Russia ^[1] . One of the company's competitors is the Target Call service, created by Yandex as part of Yandex. Metrics "in 2011. By 2015, Target Call covered services in Moscow , St. Petersburg , as well as Nizhny Novgorod and Samara Regions , while CallTouch provides telephone numbers in 60 cities of Russia and 15 other countries ^[16] . Other competitors include Alloka , Istat24 , Callibri , Calltracking.ru , Comagic , Ringostat services . One of the advantages of Calltouch is the availability of complete end-to-end analytics and tracking of the entire sales funnel. Also, the service’s advantages include the ability to dynamically track calls, track a visit map and multi-channel sequences, as well as wide functionality for practical analytics and advertising management, the ability to create a report on pending calls, automatic tagging of calls depending on the voice menu and operator keystrokes, and the ability to fence goals from Yandex. Metrics. Among the minuses of the service are the limited connection region of the service, poor documentation in the public domain and the inconvenience of managing the connection and disconnection of numbers through the support of the service ^{[17] [18] [19]} .

In 2016, Calltouch became the most recognizable call tracking service in Russia according to the Adindex 2016 rating ^[20] and the best call tracking service according to the Tagline 2016 rating ^[21] .

• Call Tracking Systems Overview
• Persons of the Russian SaaS: Alexey Avdeev, Calltouch
• Mikhail Fedorinin: What you need to know about cross-cutting analytics, and how it is useful for business