Invoca has launched an AI-powered integration with Adobe Experience Platform (AEP), bringing real-time conversational data into the omnichannel mix. This integration allows brands to track not just clicks and online behaviour but also the critical moments when customers pick up the phone, filling a major blind spot in the customer journey.
The new connection gives Adobe customers the power to harness Invoca’s advanced AI to capture unstructured first-party data from phone calls, such as initial product interest, purchase intent, and conversion outcomes. This data is then seamlessly streamed into the Adobe Experience Platform, enabling companies to create comprehensive customer profiles that marry digital signals with insights gathered from live conversations.
As a result, marketers can gain unprecedented visibility into complete buyer journeys, harmonising multiple data sources to optimise campaigns and accelerate revenue growth across all channels. For example, by utilising customer journey analytics, CX analysts can understand where and why customers abandon digital experiences and transition to contact centres, allowing for more informed strategies to keep customers engaged and reduce drop-off rates.
For retailers like BBQGuys, where expert advice often seals the deal, this integration is already delivering results—boosting call conversions by 16% and increasing revenue per call by 11%.
Peter Isaacson, CMO of Invoca, said: “First-party data is an essential part of customer identity profiles. But most brands have massive blind spots where phone conversations occur. Our Adobe Experience Platform integration is just another example of how Invoca uses AI to inject first-party data from conversations across our customers’ existing tech stacks so they can optimise the buyer journey and drive more revenue.”