Invoca: Call Analytics Fix the 'Blind Spot' in Digital Marketing

Mobile usage growth correlates to call volume to local businesses, which underpins the call growing call monetization opportunity. Several companies are working with this opportunity by building call analytics platforms, a key piece of the puzzle.

Invoca is one of those companies. The company, which says it has grown its revenue 12X since 2012, has pushed the ball forward with a new application, Invoca for Salesforce. The app allows marketers to manage inbound calls via their mobile devices.

“While technology like marketing automation, bid management and web analytics allow marketers to track the online customer path to purchase, as soon as someone picks up the phone, the chain is broken,” Invoca President Eric Holmen told us. “Marketers are left flat-footed when it comes to driving their highest converting leads.” The new application “works towards fixing this blind spot.”

The opportunity is underscored by BIA/Kelsey data, which projects phone leads driven by mobile search to reach 72 billion annually by 2018. Our Local Commerce Monitor (LCM) survey of SMBs meanwhile pegs phone calls as the most valuable form of customer lead.

As the volume of call-based leads to businesses continue to grow and be highly valued by local businesses, we expect that players in the space will continue to refine products to meet the demand. This growth and competition will be a driving force of the call monetization opportunity we’re covering closely.