Invoca, an AI-driven call tracking company, has unveiled Signal Discovery, a tool designed to provide marketers with insights into first-party conversation data from high-intent consumers. As part of the company’s Signal AI Conversational Analytic Suite, the new tool aims to help marketers efficiently understand customer behavior without the need to set up search terms.

Other features of the tool include:

  • Activating new customer journeys by personalizing interactions on Google, Facebook and on their website;
  • Detecting conversational events in the customer journey, including callers asking about price matching or competitive promotions; and
  • Sending conversational data to CX platforms, such as Medallia and Qualtrics, to provide feedback on the buying experience.

“While marketers have historically been focused on digital channels and readily accessible data sets, conversations remain one of the last untapped sources of first-party data and insights,” said Gregg Johnson, CEO of Invoca, in a statement. “These conversations represent a goldmine of customer data. It’s in these conversations that consumers are explicitly telling a brand their preferences, their fears, their requests — in their own words. Without this level of insight into sales conversations, marketers are losing out on opportunities to drive 15% to 20% more conversions from their digital and offline campaigns.”

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