Phone calls are prized marketing conversions for businesses in industries like automotive, healthcare, financial services, insurance, home services, telecom, and travel. Calls not only convert at higher rates than website forms, they drive more revenue, too.
For marketers in these industries, the fastest way to increase the value of your search and digital marketing — and your value to the business — is to drive more valuable phone calls. But it doesn’t happen by accident — it takes the right data.
That’s where Signal AI Studio comes in. Powering Invoca’s conversation intelligence AI platform, Signal AI Studio is a game-changer for anyone using search and digital marketing to drive phone leads. It makes it easy for you to train AI to unlock the data you need from phone conversations to make your ROAS, revenue, and reputation soar.
Read on to learn how conversation insight data from Signal AI Studio helps marketers silence the skeptics and drive transformative revenue growth.
Calls are the most valuable leads for many businesses, but they can also be the most difficult for marketers to manage and optimize. Tracking every call is key, but it’s not enough to know the volume of calls from search and digital marketing — you need to know the lead intent and outcome.
That’s because many calls from Google, Facebook, display, and other channels aren’t leads. And for the ones that are, their value can vary significantly based on the product or service the caller is interested in and if the call resulted in an appointment, enrollment, or sale.
Marketers struggle to understand their ROAS and make the right optimizations to improve results without data on each call's intent, interest, and conversion outcome. It’s a big problem, but there is an easy solution. Marketers at the world’s most successful businesses get data from every phone conversation to prove and improve value with Invoca’s Signal AI Studio.
Signal AI Studio is a revolutionary leap forward for call tracking and a game-changer for marketers using search and digital advertising to drive phone leads. It makes it easy to create custom AI models to detect the insights from phone conversations you need to fuel breakthrough search and digital marketing optimizations.
Custom AI models from Signal AI Studio can accurately detect from every phone conversation the most critical data points marketers need to measure call value, including:
Signal AI Studio uses Invoca’s patented machine learning to automatically analyze every call to your business, mapping conversations into themes and topics. The AI works behind the scenes to become an expert on your calls, so when you want to create a new AI signal, it already has a working knowledge of what to look for. Signal AI Studio then provides a no-code UI that speeds you through the AI training process. Here’s how it works:
When it comes to detecting specific insights from conversations, you need AI models specific to your business. What works for other industries and businesses won’t necessarily work for you. Let me illustrate using the “appointment booked” insight as an example. It’s a very popular one with Invoca customers, but there is no generic one-size-fits-all AI model to detect it, because:
It’s why Signal AI Studio trains its AI signals on your own calls, so you know the insights they capture are specific to your business.
You don’t need more ad budget to drive more valuable call conversions from search and digital campaigns — you just need the right call data. Invoca and Signal AI Studio track the marketing source of every call and capture the lead intent and conversion outcome from the conversations, passing that data in real time to the digital platforms you use to measure and optimize results. You’ll know exactly how to shift your ad spend to increase conversions and ROI, eliminate waste, and crush your goals even if your business decreases your budget.
Leading insurance provider Mutual of Omaha is seeing impressive results using Invoca to measure and optimize digital marketing. "Invoca's AI measures how all our marketing activities drive insurance policies purchased over the phone. The AI data is amazingly accurate, as it provides an in-depth view of where consumers are in their purchasing journey, “ said Tim Mogler, Senior Account Manager at Mutual of Omaha. “AI has given us confidence when reviewing call data no matter the channel and allowing us to pivot when needed. With Invoca's AI, our marketing team can invest in the right campaigns with certainty, and its impact on sales and revenue has been impressive."
For most marketers, calls for certain products and services are worth more than others – and they are willing to pay more to get them. You can use Signal AI Studio to know not only if a caller is a lead but also the product or service they called about and if they converted. Use this data to make better strategic decisions, shifting ad spend and keyword bidding to drive more higher-value calls and increase revenue.
If you want your ROAS — and your value to the business — to soar, pass call value data from Signal AI Studio to Google Ads to fuel value-based Smart Bidding. Google’s AI can use data from Invoca’s AI to optimize your bid strategies to increase conversion values and ROAS. You won’t believe the difference it makes on your revenue — and your reputation at work.
It’s a strategy that is working well for DIRECTV. "Invoca’s AI helps us identify a sales conversion and tells us the value of every call from our search and digital advertising,” said Nesby Ingram, Lead Marketing Technology Manager at DIRECTV, “and we use that data to automate some truly amazing optimizations with things like Google Ads value-based smart bidding. It’s made a tremendous improvement in our return on ad spend.”
You know that targeting the right audience with the right message is key to search and digital advertising success. But did you know that the key to your best audiences is your conversation data? You can use data from Signal AI Studio to retarget phone leads that didn’t convert with ads for the product or device they called about. One telecom provider that passes unconverted phone leads to Facebook for retargeting saw that audience drive 3x more sales than their next best audience.
If you don’t know the value of your calls, you can’t prove the value of your marketing to the business. And that means you can’t get the credit you deserve — credit that can change how your business values you. Signal AI Studio makes it easy to prove your value by showing your leadership how you are driving phone leads, conversions, and customers from your marketing.
Satellite-based internet service provider Viasat is using Invoca to prove and improve marketing performance. "The accuracy of Invoca's AI is incredible. It analyzes every phone conversation with our business to tell if the caller is a sales lead and if they placed an order on the call,” said Frank McGinn, Business Intelligence Analyst at Viasat. “With Invoca's AI, we can prove the true value of our marketing and power the right optimizations across all our channels, including Google Ads, paid social, display, and more. It's having a huge impact on our marketing performance and revenue."
No matter how well your marketing drives phone leads, your results still suffer when your contact centers and locations don’t convert them. Don’t just cross your fingers and hope they do. Signal AI Studio helps you see exactly what percent of calls to each agent and location are good leads and what percent fail to convert on the call.
Silence the skeptics by showing your sales, teams, contact centers, and locations exactly how many quality phone leads you sent them. Have the hard data you need to prove your worth and be the hero that helps your business identify and fix call experience issues costing you customers.
Visit our Signal AI Studio page to learn more or request a demo and we will give you a personalized walkthrough and answer all your questions. You can also read how leading businesses are using Invoca’s AI to drive more conversions, customers, and revenue.
