Today we announced the results of a commissioned Total Economic Impact™ (TEI) study conducted by Forrester Consulting on behalf of Invoca. The study examines the millions in additional revenue that marketers can drive by using Invoca call tracking and conversational analytics to connect their online marketing and offline sales.
A composite organization based on interviews with Invoca customers found that the company’s platform delivers a 395% return on investment over three years and a payback of fewer than three months, in addition to:
- 10% increase in inbound sales calls leading to additional revenue
- 25% optimization of paid search spend
- 90% fewer calls are transferred away from sales departments
As part of its framework, Forrester Consulting interviewed Invoca customers in telecommunications, insurance, financial services, and manufacturing. These customers use Invoca to optimize their digital marketing campaigns based on insights from phone conversations.
A digital marketing strategist at an insurance company interviewed for this study said, “utilizing Invoca to push actual, tangible call conversions back to our search agencies allowed them to do a much better job optimizing our paid search campaigns. This has been a game-changer for us in terms of finding efficiencies in our bidding.”
Now, more than ever, it’s critical that marketers have the tools to make optimizations and drive efficiencies. Having access to first-party data from customer conversations makes it possible for digital marketers to stay agile in an ever-changing environment. Whether it’s maximizing media budgets based on online and offline conversions, or informing ad copy or contact center agent scripts using conversational insights, call tracking and conversational analytics is helping businesses drive meaningful results.
“In today’s unprecedented business environment, marketers must deeply understand the changing needs of their customers,” said Invoca CEO Gregg Johnson. “The ability to extract insights from customer calls at scale helps marketers drive efficiencies with media spend, inform ad copy and agent scripts, and deliver experiences that build deeper customer connections. All of this leads to meaningful marketing optimizations that lead to higher revenue.”