Marketing Innovator Finds Calls Are Worth As Much As 10x More Than Clicks

A veteran marketer, Josh Reznick, founded Datalot to remove friction in the process of transforming online ad clicks into paying customers, especially for products with human interaction or longer sales cycles. He combined online marketing with phone channels using Twilio's API, retaining control over data and decision logic. Datalot now uses a variety of internal and third-party data points to predict lead value, shares this information with buyers, and conducts real-time auctions. The company offers self-service call buying tools that enable publishers to monetize their traffic with higher revenue shares than Google AdSense. Datalot also provides transparency across channels and interaction points, sharing traffic-optimization information about user actions. Reznick is excited about exploring Twilio Client's possibilities, which will allow for a more distributed sales environment, making it easier for salespeople to close deals remotely.

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