Marchex Acquires Telmetrics For Call Center Analytics

Nov. 09, 2018 12:51 PM ETMarchex, Inc. (MCHX)CSCO, G, MITL, ORCL, VRNT3 Comments

Summary

  • Marchex has acquired Telmetrics for up to $13.6 million in cash and RSUs.
  • Telmetrics provides enterprises with a real-time call and SMS/text tracking and analytics system.
  • For MCHX, the deal promises to bolster their conversation analytics offering, which is showing enticing growth prospects.
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marchextelmetrics

Quick Take

Marchex (NASDAQ:MCHX) announced it has acquired Telmetrics for up to $13.6 million in cash and RSUs.

Telmetrics operates as an enterprise call and SMS/text tracking and analytics company.

MCHX is gaining additional enterprise offerings that are complementary with its existing call analytics solutions as well as exposure to new customer verticals.

If management can take advantage of the new capabilities to further bolster its offerings in the conversation analytics space, the deal may be a significant growth driver in 2019.

Target Company

Mississauga, Ontario-based Telmetrics was founded in 1990 to enable, track and analyze consumer interactions to increase engagement and return on advertising spend.

Management is headed by CEO Andrew Osmak, who has been with the firm since 2016 and was previously Managing Partner at Leverage Capital.

Below is an overview video of the company’s platform:

(Source:Telmetrics)

Telmetrics’ primary offerings include:

  • Dynamic Number Insertion
  • Call Scoring
  • Text and SMS Messaging
  • Caller Profile
  • Call Routing

Major customers include DexYP, National Bank of Canada, Autotrader, Yelp, and Web.com.

Market & Competition

According to a market research report by Markets and Markets, the global contact center analytics market was valued at $710 million in 2017 and is projected to reach $1.5 billion by 2022.

This represents a strong CAGR of 15.9% between 2018 and 2022.

The main driver for this expected growth is the high demand for better customer experience management solutions.

The customer experience management segment is expected to grow at the highest CAGR during the forecast period.

Major vendors that provide call center analytics include:

  • Cisco Systems (CSCO)
  • Genpact (G)
  • Verint Systems (VRNT)
  • 8X8 (EGT.F)
  • Genesys
  • Oracle Corporation (ORCL)
  • Mitel Networks Corporation (MITL)

Acquisition Terms and Rationale

Marchex disclosed the acquisition price and terms as $10.1 million in upfront cash, potential payments of up to $3 million based on the

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