ResponseTap

ResponseTap was established in 2008 in Manchester, United Kingdom, by co-founders Ross Fobian and Richard Hamnett. The idea for the company reportedly originated from a conversation in a university bar about the disconnect between customers' online activities and their offline interactions via phone calls. This led to the development of a call intelligence platform designed to bridge that gap for marketers. Hamnett, who serves as CTO, dropped out of university to pursue the venture. Fobian acted as the company's CEO.

The company provides call tracking and analytics software that allows businesses to connect inbound customer phone calls to specific digital marketing campaigns, channels, and even keywords. This enables clients to measure the return on investment of their marketing spend by identifying which activities are most effective at generating valuable calls. The platform serves a wide range of industries, including automotive, finance, healthcare, retail, and travel, with notable past clients such as Aviva, Virgin Money, and Wickes. Revenue is generated through monthly license fees, which start at £199 for small businesses, plus call costs, with bespoke pricing available for larger enterprises based on call volume and integration needs.

The core of ResponseTap's service is its visitor-level call tracking, which assigns a unique phone number to each website session, linking the subsequent call to the user's complete online journey. Key features include dynamic number insertion on websites, call recording and transcription, multi-channel attribution, and integrations with marketing technology solutions like Google Analytics, Google Ads, and various CRM systems. A significant feature is 'Smart Match', which allows businesses to connect call outcomes and revenue data back to the initial marketing source without requiring a full CRM integration, often through a simple CSV upload. This provides a clearer picture of which channels drive not just call volume, but high-value sales.

ResponseTap achieved several milestones, including launching the first campaign-level tracking project in Europe integrated with Google Analytics and later introducing visitor-level tracking. The company secured multiple rounds of funding, including £1.6 million in a Series A round, to fuel its expansion into Europe and the United States, opening offices in Atlanta and New York. In March 2021, ResponseTap was acquired by Infinity, a global SaaS group also specializing in call intelligence. The acquisition aimed to create a combined entity with a broader product portfolio, enhanced analytics, and a larger market presence, serving over 350 enterprise and 1,000 SME clients with combined annual recurring revenues of over £15 million at the time of the deal.

Keywords: call tracking, call intelligence, marketing analytics, conversation analytics, lead attribution, phone call analytics, inbound call tracking, marketing ROI, dynamic number insertion, campaign attribution, visitor level tracking, digital marketing, martech, call analytics software, lead generation, customer journey tracking, call recording, speech analytics, CRM integration, sales optimization