Call Tracking as a Demand Engine: How Home Instead Drove a 150% Uplift in New Business

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Most businesses use call tracking to report on calls. Home Instead uses it to grow. Join Mason Pollastretti (Paid Media Manager, Home Instead UK) and Tom Miller (Senior Director, Customer Success, Invoca) for an honest review of how they achieved this - what worked, what was more challenging - and what's next: using exactly the same call intelligence to help their sales teams convert that demand.

You'll learn how to:

Turn call data into a demand engine, optimising towards genuine enquiries instead of clicks
Go beyond demand: use the same call intelligence to help your sales teams convert it
Spot the blind spots that creep in after setup, before they cost you revenue or create compliance risk
Scale from your first locations to your whole network, sharing best practice without diluting local knowledge
Use your MOT score to get practical next steps for closing the gaps that matter most

Who should attend?

Marketing, sales, CX and operations leaders who want to turn calls into demand. Relevant whether you run a centralised operation or hundreds of locations. If you're multi-location, there's an extra challenge: sharing what works without losing what makes each location effective.

Before you join:

Take the Call Tracking MOT. It's a quick audit of attribution, measurement, compliance and conversion, for your own business or a client's. Bring your score, compare it with Home Instead's journey (read the [case study] to prep), and we'll share the biggest areas of opportunity across attendees' results. Come with your score. Leave with a plan.

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Speakers

Mason Pollastretti, Paid Media Manager, Home Instead UK

Mason Pollastretti is the Paid Media Manager at Home Instead UK, where he leads paid search and social strategy across client acquisition, recruitment and franchise growth for 265+ locations nationwide. With over 10 years in digital marketing, Mason has driven the shift from fragmented, local campaigns to a unified, data-led national strategy — building attribution frameworks that connect marketing spend directly to leads and care starts. He holds a First Class degree in Marketing Management from the University Of Chester.

Tom Miller, Senior Director, Customer Success, Invoca

Tom Miller is the Senior Director of Customer Success at Invoca, helping brands optimise how they acquire and engage customers. With over 15 years of SaaS leadership experience, he works with organisations to bridge digital and offline experiences - unlocking insights from customer conversations to enhance business performance, elevate customer experience, and deliver measurable, revenue-driving impact across every stage of the customer journey.