Call intelligence company Invoca has released a new call analytics tool called “Signal Discovery.” It uses machine learning/AI to cluster calls into topics and reveal insights about customer interactions and the efficacy of campaigns. It can also help automate marketing optimization based on call content without human involvement, according to the company.
Growing importance of first-party data. Prospect and customer phone calls are a huge and largely unexploited source of first party data that will become more important to brands and marketers as CCPA kicks in next year. While it’s not entirely clear how much third party data will be lost; first party data has become a much more valuable asset in the wake of privacy regulation and legislation. According to survey data from Invoca, a majority (56%) of marketers don’t know the content or outcomes of their customer service and sales calls.
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