Businesses pour time and money into digital marketing. But what happens when a potential customer picks up the phone instead of clicking “buy now”? That’s where many companies hit a wall—losing track of valuable conversations that could shape their marketing strategies.
Invoca just solved that problem. The company’s new integration with Adobe Experience Platform (AEP) bridges the gap between online interactions and phone calls, giving businesses a clearer picture of the full customer experience.
This AI-driven solution helps companies capture first-party data from phone conversations, feeding it into Adobe’s customer profiles. That means marketing teams can now see how digital campaigns influence offline sales—and use that data to make smarter decisions.
Why Businesses Need This Now
The way people shop isn’t as simple as clicking an ad and making a purchase. They search, browse, compare, and often call before pulling the trigger. Yet, most companies still separate digital marketing from customer service calls, treating them as two different worlds.
Invoca’s AI listens to those phone conversations, picking up key details like product interest and purchase intent. That data is then sent straight into Adobe’s platform, where it joins everything else the company knows about that customer.
Peter Isaacson, Invoca’s Chief Marketing Officer, put it bluntly: “Most brands have massive blind spots where phone conversations occur.” This integration changes that, making those conversations just as trackable and valuable as clicks and website visits.
More Data, Better Decisions
With Invoca’s integration, businesses using Adobe Experience Platform can now:
- Build a complete customer profile – Combine digital interactions with call data to see the full picture.
- Understand why people call – Identify where customers drop off online and why they turn to a phone call instead.
- Connect phone sales to digital marketing – Track which ads and campaigns drive the most phone conversions.
For companies relying on paid ads, this is a big deal. No more guessing whether a campaign worked just because it got clicks. Now, they can measure its real impact—including the customers who called instead of buying online.
How BBQGuys Boosted Sales with Invoca
BBQGuys, a major retailer specializing in grills and outdoor living, is already seeing results from the new integration. Their customers often call in for expert advice before making a purchase, making phone sales a huge part of their business.
By connecting phone call data with Adobe’s marketing tools, BBQGuys discovered exactly how many sales their digital ads were driving. The impact? A 16% increase in call conversions and an 11% jump in revenue per call.
Brian Todd, Senior Business Analyst at BBQGuys, summed it up: “The call-in experience is vital for our brand. Invoca shows us the true number of sales our marketing campaigns drive.”
See It in Action at Adobe Summit
For those attending Adobe Summit in Las Vegas (March 18-20, 2025), Invoca will be showcasing this new integration at Booth #1378. Visitors can get a hands-on demo—and grab some free candy while they’re at it.
This integration is more than just a tech upgrade. It’s about helping businesses make the most of every customer interaction, whether online or over the phone. With AI sorting through conversations and linking them to marketing efforts, companies can stop losing sales in the gap between digital and offline engagement.
The days of guessing where phone calls fit into the bigger picture are over. Now, businesses can track those conversations just as easily as clicks—and use that data to drive real results.
