Invoca Launches Marketing Solution to Provide Phone Call Insights From Facebook Advertising
Invoca enables marketers to optimize campaigns for the entire omnichannel customer journey, directly within Facebook's Ads Manager
SANTA BARBARA, Calif., June 14, 2016 /PRNewswire/ -- Invoca, the call intelligence company, today announced Invoca for Social, enabling marketers to optimize their Facebook ad campaigns for the entire omnichannel customer journey, all directly within Facebook's Ads Manager. This comes as part of Facebook's new Offline Conversions API, also announced today, that makes it as simple for marketers to understand offline actions from Facebook ad campaigns, like phone calls and in-store purchases as they can for online actions like clicks and shares.
The omnichannel nature of the customer journey is increasingly evident. Not only will calls to businesses from mobile devices reach 162 billion by 2019, but comScore found that 63 percent of people complete a purchase offline after searching online. Marketers are responding to this trend by capturing call data and applying insights from those conversations into their other marketing programs, such as email campaigns, retargeting ads and search marketing - and now, their Facebook advertising.
"As smartphones have become the primary device for digital interaction, it's no surprise that people are increasingly blending online and offline interactions," said Kyle Christensen, VP of Marketing at Invoca. "Marketers are realizing that today's customer journey often jumps around between using the Facebook app, a mobile website, and an in-store visit or phone call. Invoca for Social is an important step forward for the millions of businesses advertising on Facebook that are looking to close the online/offline gap and optimize for the entire omnichannel customer journey."
Invoca for Social includes:
- Granular attribution down to the ad level: Get actionable insight into the campaigns, ad sets and ads driving customers to call and convert offline. See this side-by-side with click data for a complete online and offline view of your ad performance.
- Greater insight into target audiences: Use Invoca data to understand which target Facebook audiences have the highest propensity to call. Increase engagement from those audiences by making it easy for them to call, from Facebook mobile ad placement to prominent click-to-call buttons on the landing page.
- Call data right inside Facebook reporting: View Invoca call data within the Facebook reporting marketers rely on to optimize Facebook audience targeting and ad spend.
"Invoca for Social gives us insight into which Facebook ads are actually driving the highest quality phone calls for our clients," said Harrison Davies, EVP and head of digital media at Zeta Interactive. "By tracking calls back to the campaign level, we are able to show click-to-call ads to the people who we know are more likely to call, and bid for those offline conversions in real time."
For more information on Invoca for Social, visit: invoca.com/products/social.
About Invoca
Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca's Call Intelligence platform, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who's calling and analyze what's being said in conversations. Marketers can put this data to work directly in the platform by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer journey. Invoca is backed by Morgan Stanley Alternative Investment Partners, Accel Partners, Upfront Ventures, Rincon Venture Partners, and Salesforce Ventures, and Stepstone. For more information, please visit www.invoca.com.
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SOURCE Invoca
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