• DE&I Commitment
  • Careers
  • SIGN IN
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Omnichannel Advertising
    A platform that connects all walled garden media for more effective campaigns
    Data Connectivity
    Make data-driven decisions as you plan and strategize
    AI-Powered Capabilities
    Take your campaigns to the next level by leveraging proprietary AI-based technology
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Case Studies
  • News and Events
    Check out recent announcements and see what we’re up to
    Newsroom
    Check out our recent media mentions and announcements
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    AI Breakthrough Award
    Skai Named "Best AI-based Solution for Advertising" in 6th Annual Artificial Intelligence Breakthrough Awards Program
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    The Breakthrough
    Read the latest blog posts and thought leadership from Skai and other industry experts
    Skai Research
    Explore our studies, whitepapers and quarterly trends reports so you can stay up to date
    Quarterly Trends Hub
    Dive into the latest market insights, industry trends, and predictive analysis
    Holiday Hub 2023
    Your go-to source for holiday marketing tips, tricks, and best practices
Back to Blog

The Skai 5: Five Questions with Invoca’s Ian Dailey on Conversational Intelligence

Joshua Dreller, Sr. Director, Content Marketing @ Skai

February  03, 2021

Today’s brands know that being customer-centric is a path to success. Staying on top of the continuously shifting behaviors and needs of consumers can be hard, but companies with robust call centers have a giant data set worth mining for this information. 

conversational intelligenceInvoca’s active conversation intelligence platform enables companies to understand and immediately act on the information consumers share via conversations. This is cutting-edge technology that can help brands go-to-market by understanding the nuances related to common questions received by their call centers. Using this information, they can improve digital conversion rates by comprehending why and when consumers reach out for buying assistance.

Marketers can also tap into Invoca’s conversation intelligence to help measure and optimize their advertising programs. By connecting purchases and other conversions happening over the phone back to digital campaigns, marketers can gain visibility into true acquisition costs.

Skai clients can benefit from conversational intelligence via our partnership with Invoca. By integrating Invoca with your Skai account, you can automatically send your conversation intelligence insights directly to Skai for more optimized campaigns.

Five Questions with Ian Dailey, Invoca’s Senior Director Product Marketing 

Dailey is a seasoned professional with a strong background in product marketing for the B2B technology industry. He has worked at the intersection of technology, marketing, and media since 2003. Today, we chat with him about Invoca’s evolving conversation intelligence platform and how it can benefit brands and marketers with a better understanding of how consumers engage with their call centers. 

Invoca is a conversation intelligence platform. For those unfamiliar with this category of martech, can you briefly explain what it is?

Conversation intelligence uses artificial intelligence (AI) to analyze speech in order to derive data and insights from conversations between businesses and consumers. The conversation data from these platforms can be streamed between other technology platforms like CRMs, ad platforms, analytics solutions, and digital experience platforms in order to take action on the data and automate processes. It’s used by revenue teams in marketing, sales, customer experience, and eCommerce to improve buying experiences, increase conversions, and ultimately, drive more revenue. 

When combined with call tracking technology, conversation intelligence helps marketers deliver higher returns on their digital campaigns by connecting every consumer conversation to the digital journey. It operates just like many digital analytics tools by feeding phone-based conversions and other conversational data into platforms like Google Ads and Skai, providing an attribution feedback loop to be used in campaign targeting, suppression, and optimization. 

What insights are marketers missing who don’t have visibility into the conversations happening with call centers?

For businesses that sell high-stakes consumer purchases — things like cars, home mortgages, or even healthcare — human-to-human conversations are a critical part of the buying experience. Even with the recent explosion in eCommerce, two-thirds of consumers actually prefer completing high-stakes purchases by phone. 

But the problem for most marketers is that the data and analytics from phone-based conversations are locked in the contact center so it’s a complete black hole. They don’t have visibility into what specific ads/touchpoints drove the conversation, the nature of the conversation (e.g. was it a high-value sales lead or a costly customer service call?), and whether the caller converted or not. Without any call tracking technology in place, they may not know that a call happened at all. This leads to campaigns that are run on assumptions instead of data, and millions of wasted campaign dollars. 

How can marketers use these insights to benefit their programs?

There are a number of different ways that marketers can benefit from conversation intelligence. The most common way is to integrate this attribution data into platforms like Google Ads, Google Analytics, and Skai to get an accurate measurement of actual campaign performance. Many companies are often surprised to learn that their true ROAS on their digital campaigns are much higher than previously understood because they weren’t able to account for all the phone-based conversions that they had driven. With this data, marketers can activate it in an automated way to inform ad bidding, targeting, and suppression, and to enrich consumer profiles in order to personalize digital touchpoints.  

However, the value of this data doesn’t end with campaign measurement and optimization. Conversation intelligence also helps marketers improve digital conversion rates by identifying issues with the digital experience that are causing customers to reach out for human assistance — things like missing product information or broken website links. Marketers can also tap into AI to automate conversation analysis to get up-to-the-minute market insights like how frequently specific competitors are mentioned or concerns related to the pandemic. This intelligence can be fed back into the business to inform messaging and eComm improvements that are in tune with customer needs, enable easier self-service product information discovery, and more.  

How is call-tracking evolving when combined with Artificial Intelligence?

AI supercharges call tracking by automating call listening. Many businesses use manual processes to analyze customer conversations by having people listen to calls or having agents write down what happened. They might describe call outcomes (aka “dispositioning”), grade the agent call handling, quantify aspects of the conversational experience, and more. Obviously, these manual processes are slow, expensive, and almost always incomplete. The beauty of AI is that it can do all of these things automatically and in real-time.  

Why does this matter for marketers? Any performance marketer worth their salt knows that tracking clicks alone isn’t worth much. What’s really important is to measure the value of that click. In the realm of call tracking, AI helps with the exact same thing. With AI, marketers can get an immediate sense of the nature and value of each call that their marketing campaigns drive. In marketing terms, AI helps segment your inbound calls and can be used to power media optimization, better understand your customers, and illuminate the online-to-offline customer journey.

What should marketers know about the new category of conversational intelligence?

One thing marketers should keep in mind is that adding conversation intelligence to their marketing tech stack does not necessarily translate to more work. It’s reasonable enough to assume that adding new technology means yet another platform to learn and deal with every day. However, conversation intelligence should be seen more as a tool that enriches data in the platforms you already live in, making them more useful and effective. 

On top of that, conversation data is frequently used to automate processes like call dispositioning, keyword bidding, ad targeting, and even updating customer profiles. This has a huge potential to save marketers and the contact center time and money. This means that marketers can reinvest in their most successful campaigns and the contact center can spend more time focusing on high-value customers. 

The second thing to understand is that adopting conversation intelligence returns a surprisingly quick ROI. Newfound visibility into the conversational leg of the customer journey pays dividends right away because you can start calculating your true acquisition costs and ROAS. So before you even start optimizing paid media and automating processes, you get a payoff with visibility that was never possible before.  

Want to tap into conversational intelligence to optimize your digital advertising programs?

Invoca is just one of Skai’s many best-in-breed integration partners, one of over 100+ partner integrations already completed with popular marketing technologies.

Reach out today to set up a brief demo to learn more about our Paid Search, Social Advertising, Ecommerce Channel Advertising, and App Marketing platforms.

 integration partners

Related Posts

  • Monthly Paid Media Spend Snapshot – April 2021
    Read More
  • Monthly Paid Media Spend Snapshot – September 2021
    Read More
  • Monthly Paid Media Spend Snapshot – August 2021
    Read More
  • Monthly Paid Media Spend Snapshot – October 2021
    Read More
  • Monthly Paid Media Spend Snapshot – May 2021
    Read More
  • Monthly Paid Media Spend Snapshot – June 2021
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Apps, Data & Insights, Ecommerce, Kenshoo 5, Local, Measure, Optimize, Partner, Search, Social, xPAx

    Subscribe to Updates

    Media that matters.
    Marketing that works.
    © 2023 Kenshoo, Ltd. All Rights Reserved.
    Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
    • Omnichannel Strategy
      • Skai HQ
      • Dynamic Marketing Mix
      • Budget Forecasting
      • Strategic Consulting
    • Walled Garden Advertising
      • Overview
      • Retail Media
      • Paid Search
      • Paid Social
      • App Marketing
      • Auditing
      • Expert Services
    • Marketing Measurement
      • Incrementality
      • Experiments
      • Cross-Channel Attribution
    • Resources
      • Blog
      • Glossary
      • Case Studies
      • Capabilities
      • Quarterly Trends Hub
      • Training & Enablement
      • Developer Hub
    Privacy Preference

    We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

    Privacy Preference

    Save All

    Save

    Accept Only Essential Cookies

    Manage Cookie Preferences

    Cookie Details Privacy Policy Imprint

    Privacy Preference

    Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

    Save All Save Accept Only Essential Cookies

    Back

    Privacy Preference

    Essential cookies enable basic functions and are necessary for the proper function of the website.

    Show Cookie Information Hide Cookie Information

    Name
    ProviderOwner of this website, Imprint
    PurposeSaves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
    Host(s).skai.io, skai.io
    Cookie Nameborlabs-cookie
    Cookie Expiry1 Year
    Name
    ProviderOwner of this website
    Host(s)skai.io
    Cookie Namewordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
    Cookie ExpirySession / 1 Year
    Name
    ProviderOwner of this website
    PurposeThis cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
    Privacy Policy https://accessibe.com/privacy-policy
    Cookie NameacsbState, acsbReset
    Cookie Expiryn/a

    We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderOwner of this website
    Host(s).comeet.co, www.comeet.co
    Cookie Namevisid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderOwner of this website
    Host(s).chilipiper.com, skai.chilipiper.com
    Cookie Namefs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
    Cookie ExpirySession / 2 Years
    Accept
    Name
    ProviderOwner of this website
    Accept
    Name
    ProviderOwner of this website
    Host(s)skai.io
    Cookie NamemoduleFormPardotDownload
    Cookie Expiry30 days

    Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeCookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
    Privacy Policy https://policies.google.com/privacy?hl=en
    Cookie Name_ga, _ga_*, _gat,_gat_*,_gid, GOOGLE_ABUSE_EXEMPTION, AEC, __Secure-ENID, SOCS, CONSENT
    Cookie ExpirySession / 2 Years
    Accept
    Name
    ProviderHotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
    PurposeHotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
    Privacy Policy https://www.hotjar.com/legal/policies/privacy/
    Host(s)*.hotjar.com
    Cookie Name_hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderOwner of this website
    PurposeVWO is AB Testing software that we'll use to test different elements of the website - form placement, nav, different page layouts, etc.
    Privacy Policy https://vwo.com/compliance/cookies-notice/
    Host(s).skai.io, dev.visualwebsiteoptimizer.com
    Cookie Name_vis_opt_exp_{CAMPAIGNID}_goal_{GOALID}, _vis_opt_test_cookie, _vis_opt_exp_{CAMPAIGNID}_combi, _vis_opt_exp_{CAMPAIGNID}_exclude, _vis_opt_exp_{CAMPAIGNID}_split, _vis_opt_s, _vis_opt_out, _vwo_uuid, _vwo_uuid_{CAMPAIGNID}, _vwo_ds, _vwo_sn, _vwo_uuid_v2, _vis_opt_exp_{CAMPAIGNID}_combi_choose, _vwo_referrer, _vwo, _vwo_global_opt_out, _vwo_ssm, uuid
    Cookie ExpirySession / 10 Years

    Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderPardot
    PurposeCookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
    Host(s).pardot.com, pi.pardot.com, skai.io
    Cookie Namepardot, visitor_id*, lpv*
    Cookie ExpirySession / 10 Years
    Accept
    Name
    ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
    PurposeCookie by Facebook used for website analytics, ad targeting, and ad measurement.
    Privacy Policy https://www.facebook.com/policies/cookies
    Cookie Name_fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderLinkedin
    Cookie Namelidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderSkai
    Cookie Nameken_gclid
    Accept
    Name
    Provider6sense
    Cookie Name_gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeCookie by Google used for conversion tracking of Google Ads.
    Privacy Policy https://policies.google.com/privacy?hl=en
    Cookie NameIDE, 1P_JAR, NID, _gcl_au, OTZ, test_cookie
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderOwner of this website
    Cookie NamePHPSESSID, sid, okto-autoposter-XXX, oktgid, oktsid, oktlogid-XXX, oktolead-XXX-Email, oktolead-XXX-Company, oktolead-XXX-FirstName, oktolead-XXX-LastName, oktolead-XXX-Phone, oktolead-XXX-Country, oktolead-XXX-Url, oktolead-XXX-State, oktolead-XXX-Comment, optout
    Cookie ExpirySession / 2 Years

    Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderWistia
    Host(s).wistia.com
    Cookie Namecb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
    PurposeUsed to unblock Instagram content.
    Privacy Policy https://www.instagram.com/legal/privacy/
    Host(s).instagram.com
    Cookie Namepigeon_state
    Cookie ExpirySession
    Accept
    Name
    ProviderOpenstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
    PurposeUsed to unblock OpenStreetMap content.
    Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
    Host(s).openstreetmap.org
    Cookie Name_osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
    Cookie Expiry1-10 Years
    Accept
    Name
    ProviderTwitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
    PurposeUsed to unblock Twitter content.
    Privacy Policy https://twitter.com/privacy
    Host(s).twimg.com, .twitter.com
    Cookie Name__widgetsettings, local_storage_support_test
    Cookie ExpiryUnlimited
    Accept
    Name
    ProviderVimeo Inc., 555 West 18th Street, New York, New York 10011, USA
    PurposeUsed to unblock Vimeo content.
    Privacy Policy https://vimeo.com/privacy
    Host(s)player.vimeo.com
    Cookie Namevuid
    Cookie Expiry2 Years
    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeUsed to unblock YouTube content.
    Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
    Host(s)google.com
    Cookie NameCONSENT
    Cookie Expiry6 Month

    Borlabs Cookie powered by Borlabs Cookie

    Privacy Policy Imprint