Invoca

Invoca analyses inbound phone conversations and connects them to the digital activity that produced them, turning digital, conversation and transaction data into buyer context that can be acted on in real time. It routes and qualifies callers, scores and coaches agents, measures paid media across search, social, display and connected television, and integrates with CRM, contact centre and marketing systems. Its customers have made it the G2 enterprise call tracking leader for more than seven years.

Attribution is the problem it exists to solve and it is a genuinely awkward one. Online activity is measured in detail while a phone call has historically been a gap in the record, so a business whose customers convert by calling cannot see which advertising worked. Closing that gap changes where the budget goes.

Conversation analysis is what makes the attribution useful rather than merely complete. Knowing a call happened is attribution; knowing what was discussed, whether the caller was qualified and whether they bought is what tells a marketing team which campaign produced revenue rather than volume.

Real-time routing is the operational half. Using digital behaviour to route a caller and brief the agent before they answer is a specific advantage in businesses where the call is the transaction.