How YDesign Group Uses Invoca and Adobe to Make Data-Driven Decisions

YDesign Group is an online retailer specializing in modern and contemporary lighting, furnishings, and decorative plumbing. The company is using Invoca call tracking and analytics and Adobe to maximize their ROI on ad spend by identifying what marketing efforts are most effectively driving inbound phone calls.

In the video, hear how YDesign Group is optimizing marketing spend from Jesse Teske, web analytics manager at YDesign Group; Lauren Harris, director of product management at Invoca; and Amit Ahuja, VP, new business development and partnerships at Adobe.

Jesse Teske, web analytics manager, YDesign Group

My name is Jesse Teske and I’m the web analytics manager for YDesign Group. YDesign Group is a leading online retailer that sells modern furniture and lighting. We service both consumers and businesses through our websites YLighting.com and Lumens.com. My primary goal is to provide my team members with the data they need to make data-driven decisions to optimize their ad spend and drive business value.

Lauren Harris, Director of Product Management, Invoca

Invoca is a call tracking and analytics provider that allows marketers to tie the digital journey to phone calls. Now, historically speaking, when a consumer would visit your website and decide to call, there would be a divide or gap between that online to offline experience. Well, that’s where Invoca comes in. We bridge that online to offline divide and make it so marketers get the same insights they do if the whole journey happened online.

Amit Ahuja, VP, New Business Development and Partnerships, Adobe

Invoca captures really rich call center and offline data and if you think about what Adobe is capturing, we capture a lot of the online behavioral data. What customers are asking over and over is ‘how do I bring that together to get a full view of that journey.’ They want to be able to attribute across any channel, which is why our partnership with Invoca is so valuable.

Lauren Harris, Director of Product Management, Invoca

Invoca integrates with Adobe in two primary ways. Attribution for optimization and segmentation for personalization and targeting. By using Invoca and Adobe together, YDesign Group was able to bring new insights to Adobe Analytics. This allows them to look at online conversions as well as phone calls and phone call conversions alongside the marketing channels that are driving them. Ultimately, they can take this information and adjust their spend in each of these marketing channels to make sure that they are really driving the highest return on ad spend possible.  

Jesse Teske, web analytics manager, YDesign Group

We’ve been able to solve the problem of wasted ad spend. Historically, we thought that certain keywords and campaigns were driving phone orders. With Invoca flowing data back into AdWords, we’ve been able to tell that those keywords were not actually driving phone orders, but just customer service calls, and we’ve been able to remove those keywords from our marketing strategy.

Amit Ahuja, VP, New Business Development and Partnerships, Adobe

What customer experience management fundamentally means is that we are helping our customers bring in all the variety of data sources they need to know about their customers and deliver the right experience at the right time. The only way we can do that is by partnering with all the different parts of the ecosystem to bring that data. It’s also important for us at Adobe to help that customer understand where to get the data and how to get that through our applications.