Ifbyphone Gets Funds for Mongoose Metrics Acquisition

In the US, marketing automation platform Ifbyphone has raised $30m in new funding, and spent some of it on buying Cleveland-based call tracking, measurement and attribution firm Mongoose Metrics. Terms of the deal were not disclosed.

Mongoose offers tracking solutions for marketers who need to understand which online and off-line campaigns are driving phone calls, and analyses visits to - and customer behaviour on - web sites. The firm's call tracking technology can also be integrated with analytics, CRM, and bid management software.

Through the acquisition, Ifbyphone will add Mongoose's solution to its own Voice360 platform, to enable clients to analyze and optimize phone leads and voice interactions. The Mongoose Cleveland office will remain open, adding to ifbyphone's existing Chicago headquarters.

Brad Reynolds (pictured), CEO of Mongoose Metrics who will become a member of the Ifbyphone exec team, comments: 'This acquisition represents a tremendous opportunity for our staff, who become part of a world-class company with a track record of spectacular growth, as well as for our customers, who will benefit from the unique call analytics and automation capabilities Ifbyphone provides. The future could not be brighter.'

Funding came from new investor NewSpring Capital, along with previous investors Apex Venture Partners, SSM Partners, Origin Ventures, River City Capital Funds, i2A Illinois Accelerator Fund and Spring Mill Venture Partners. The amount doubles total investment in ifbyphone to date.

Web sites: www.ifbyphone.com and www.mongoosemetrics.com .