Last week while out at the Kelsey Group's ILM:07 conference, one of the recurring themes of the show seemed to be how publishers are delivering performance-based advertising solutions to advertisers that generate quality leads.  To do this, publishers must think about delivering much more than just clicks.  In many cases, they must be able to track consumer behavior across channels. 

To that effect, one major classifieds publisher is taking steps to provide a more holistic view of ROI for advertisers by implementing a suite of tools that offers much more than just reporting on clickthroughs.  Today we're announcing that Boat Trader, a classified-driven Web site linking boat buyers and sellers, will implement eStara Click to Call and Call Tracking technology across its website to help optimize advertiser listings, drive sales conversions and improve communication between buyers and sellers. The company will also be adding eStara Save & Send in the near future to extend the utility of its online listings to other electronic media, such as SMS and social bookmarks.