Invoca Brings Calls and Conversations into the Omnichannel Customer Journey with All New Invoca for Adobe Marketing Cloud

March 22, 2016

First enterprise call intelligence platform to extend Adobe’s leading digital marketing solutions into offline customer conversations for a personalized experience across devices and channels

SANTA BARBARA, Calif., March 22, 2016 — Invoca, the call intelligence company, today announced Invoca for Adobe Marketing Cloud, the first platform to allow enterprise marketers to manage both online digital and offline phone interactions, all inside the Adobe Marketing Cloud. With this new solution, Invoca bridges the online and offline gap by delivering enterprise call analytics and automation across Adobe Analytics, Adobe Audience Manager, Adobe Media Optimizer and Adobe Target for complete customer insights and a personalized experience across all channels and device types.

The explosion of smartphones has raised the stakes for omnichannel marketers. Consumers now easily move between channels as well as devices, engaging with brands in new ways. In fact, 90 percent of consumers use multiple devices to accomplish their goals throughout the path to purchase. With smartphones as the new dominant engagement platform, phone calls have become an increasingly critical part of the customer journey. Today 70 percent of mobile searches end in phone calls, which means businesses are receiving tens of billions more calls each year.

“Today’s customer journey has become more elaborate than ever — extending across channels and devices. Digital interactions will drive over 100 billion phone calls to businesses this year, so bringing these conversations into the marketer’s purview has never been more important,” said Kyle Christensen, VP of marketing, Invoca. “Invoca for Adobe Marketing Cloud finally allows enterprise marketers to treat calls like clicks, and to deliver a truly personalized and automated omnichannel experience.”

Invoca for Adobe Marketing Cloud solves for the missing piece of the customer journey by giving marketers actionable insight into the most valuable customer interaction — the conversation — right inside the Adobe applications they use every day, including Adobe Analytics, Adobe Audience Manager, Adobe Media Optimizer and Adobe Target. With a single view of both online and offline interactions, marketers can:

  • Discover New Customer Insights: With call intelligence in Adobe Analytics, including what’s said in conversation, what Web pages are driving calls, and what campaigns are converting via the phone, marketers can discover new insights about what’s working to drive customer engagement.
  • Create Target Audiences and Individualized Interactions: With call intelligence in Adobe Audience Manager, marketers get a complete picture of every customer interaction, through digital channels as well as through calls and conversations. Marketers can build audience segments for effective retargeting based on what happens on the phone as well as online.
  • Optimize Campaigns and Media Spend: With call intelligence in Adobe Media Optimizer, marketers can ensure 100 percent attribution for clicks and calls, increasing campaign ROI and reducing cost per engagement.
  • Drive Higher Web Engagement and Conversions: With call intelligence powering Adobe Target, marketers now have a complete picture of Web conversions, including both clicks and calls. They can understand the cross-device journey Web visitors take, and optimize and personalize content to drive higher conversions.

“Invoca call intelligence allows us to not only gain immediate insight into which marketing campaigns are driving inbound calls, but also gain a deeper understanding of the customer journey,” said Brent Radcliffe, senior associate of marketing and analytics, Cvent. “Invoca’s seamless integration with the Adobe Marketing Cloud provides us with an extra layer of rich data that we use to make more informed business decisions, and ultimately allows us to drive more value from our marketing efforts.”

“The number of smartphone users surpassed three billion worldwide last year and this has changed the way consumers communicate and engage with businesses. More customers are calling businesses now than ever and are looking for more personal and customized experiences,” said Cody Crnkovich, head of platform partners and strategy, Adobe. “Our integration with Invoca enables marketers to really understand their customers’ needs and wants and their preferred path to purchase.”

At Adobe Summit, visit Invoca at booth 508 to learn more about Invoca for Adobe Marketing Cloud. Hear from an Invoca customer, Brennie Conkle, VP of paid search and digital capabilities marketing at SunTrust Bank, about how the marketing team is bringing back the conversation, during the “Accelerating new account acquisition in financial services” panel on March 24 at 9:30 a.m.

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

Ready to see Invoca live?