About Invoca
Invoca was founded in 2008 by Jason Spievak, based on the observation that many high-value consumer purchases and business transactions, particularly in industries such as healthcare, financial services, insurance, and home services, still frequently culminate in a phone call, whether to book an appointment, get a quote, or complete a purchase, but that this phone-based conversion activity has historically been much harder for marketing teams to measure and attribute back to specific advertising campaigns and marketing channels than digital, click-based conversions, which are more straightforward to track using standard web analytics tools.
Invoca's platform provides call tracking technology that lets marketers identify which specific marketing channel, campaign, or keyword drove a given inbound phone call, addressing a measurement gap that has historically made phone-based conversions something of a "black box" relative to the more precisely trackable digital conversion paths that make up a growing share of overall marketing attribution and optimization efforts. The company has layered AI-driven conversation analytics on top of its core call tracking capability, using natural language processing and machine learning to analyze the actual content of phone conversations, extracting insights such as which specific topics or objections come up frequently, whether a call ultimately resulted in a sale or other desired outcome, and increasingly, using this call outcome data to help optimize digital advertising campaigns in real time based on which channels and keywords are actually driving valuable phone-based conversions rather than only digital form-fill conversions. Invoca's customers span businesses in industries where phone conversations remain a particularly important part of the sales and customer service process, including healthcare, insurance, financial services, and home services companies. The company has raised substantial venture funding from investors including Upfront Ventures, Accel, and H.I.G. Growth Partners, reaching a valuation exceeding $1 billion, competing with other call tracking and conversation analytics platforms including CallRail and Marchex.
