Invoca Adds New Voice Capabilities into Adobe Marketing Cloud

March 22, 2017

Invoca adds all new Signal insights to Invoca for Adobe Marketing Cloud to help marketers drive revenue and delight customers in every digital interaction

SANTA BARBARA, Calif., March 22, 2017 — Invoca, the call intelligence company, today announced that Invoca for Adobe Marketing Cloud is now powered by Invoca Signal, giving revenue-driven marketers in industries like financial services, telecommunications, travel and healthcare a deep new layer of voice and phone call insights that can be customized to optimize campaigns, personalize the customer experience across digital channels and expand into new audiences.

Voice is emerging as a revolutionary new interface for computing; according to Google more than 20 percent of searches on its mobile app and Android devices are done with voice. Meanwhile, Amazon reported that Alexa-powered devices were its top-sellers during its fourth quarter, and is rumored to soon begin enabling phone calls through these devices. With consumers increasingly combining their digital interactions with voice interactions, live conversation has become the new competitive battleground for customer experience. Unfortunately, most brands haven’t had the capability to bridge the gap between digital and voice for a unified view across the customer journey, creating serious challenges for their customer experience initiatives.

“The evolution from screen-based interactions to voice conversations is fundamentally changing how consumers interact with brands,” said Kyle Christensen, senior vice president of Marketing at Invoca. “Today, you can seamlessly shift from typing or tapping to having a conversation, whether it’s through an automated bot like Amazon’s Echo or a conversation with a live agent on your mobile phone. As a result, it’s critical that leading marketing cloud platforms like Adobe Marketing Cloud give marketers both the digital and voice insights required to create customer experiences that drive revenue.”

How it works:
Invoca Signal enables marketers to automatically capture custom, actionable insights from
hundreds of data points on every phone call and live voice conversation, such as whether someone is an active shopper, a hot prospect, or mentioned a specific product but did not purchase. With this new product release, Invoca integrates this insight into the Adobe Marketing Cloud, so they can:

  • Optimize their marketing spend: Marketers can create a Signal that identifies a “hot prospect” as someone who placed a call from a specific search keyword and discussed pricing in conversation, for example. By passing this data from Invoca to Adobe Media Optimizer, marketers can automatically reallocate more budget to the keyword that drove that “hot prospect” to call.
  • Personalize the caller experience: Marketers using Adobe Target can extend the personalized web experience they serve to their customers to a phone conversation using Invoca Signal. For example, a customer is greeted with a product specific landing page based on past engagements. When that customer calls, Invoca Signal can identify the website experience being served and route the caller to the representative best equipped to discuss/sell that particular product.
  • Enhance the customer journey and drive follow-on purchases: Marketers can create a consistent experience across channels by triggering the next best engagement based on voice insights such as what was said during the call, and whether someone converted. When Signals are passed from Invoca to Adobe Audience Manager, retargeting ads or personalized web content is automatically triggered with upsell or cross-sell messages.
  • Expand their reach with lookalike audiences: Marketers can use Signal to identify their best customers who convert over the phone. Using lookalike modeling with Adobe Audience Manager, marketers can expand their reach into new audiences that resemble the customers who called and converted.

“We’re keenly aware that helping marketers make smart connections between what happens online and offline is what drives great customer experiences,” said Cody Crnkovich, head of platform partners and strategy at Adobe. “ Customers value Invoca’s integration with the Adobe Cloud Platform because it gives them a simple way to apply voice insights to the digital campaigns they’re running across Adobe Marketing Cloud.”

At Adobe Summit, visit Invoca at booth 248 to learn more about how Invoca Signal is powering Invoca for Adobe Marketing Cloud.

About Invoca
Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca’s Voice Marketing Cloud, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. Marketers can put this data to work directly in the Voice Marketing Cloud by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer journey. Invoca is backed by Morgan Stanley Alternative Investment Partners, Accel Partners, Upfront Ventures, Rincon Venture Partners, Salesforce Ventures, and Stepstone. For more information, please visit


Laura Schierberl

(415) 636-8038