Invoca and Decibel have announced an integration of AI-driven conversational analytics and digital experience analytics.
What they do. Invoca uses AI to track and analyze calls at scale, and drives actionable data to advertising channels and marketing automation platforms. Decibel uses large-scale web data—including not only pages visited and time spent, but cursor movements—to measure the quality of online experiences. The integration is aimed at identifying flaws in the digital experience which cause customers to switch to a phone call.
Related: See Invoca’s presentation from SMX Next
The purpose of the integration. Combining Decibel’s Digital Experience Score with Invoca’s analysis of conversations and call outcomes is intended to deliver a unified view of the customer experience as it moves between online and offline channels.
The goal is not just to optimize digital commerce experiences, but to identify complex interactions where phone calls lead to better outcomes. As Decibel CTO Timothy de Paris said, driving conversions online or by phone should not be seen as a “one-or-the-other proposition.”
Why we care. Right now, everyone is acutely aware of the extent to which human contact has been replaced by digital engagement in both our everyday and business lives. Sometimes there is no substitute for speaking with someone, whether by phone or video chat. The challenge for martech is to analyze those human engagements and tie them back to the digital journey, and this seems to be a step towards meeting that challenge.
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