Predicting how customers discover and choose businesses to work with has long been a marketing challenge for many firms. Communication paths between brands and customers are continually changing, leaping from phone calls to digital and back as omnichannel conversations have become the norm.

Still, conversations between brands and their customers or prospects are frequently undervalued. They provide a rich source of insights to inform marketing, sales and support efforts. Opus Research calls this “Conversational Intelligence.” Sophisticated brands and enterprises are taking an adaptive approach to Conversational Intelligence that applies NLP, analytics and machine learning technologies for targeted business outcomes.

Core capabilities include call tracking and attribution reporting to gain a deeper understanding of complex customer journeys. Businesses can use attribution software to better understand how each marketing engagement contributes to a successful conversion, even when customer communications don’t follow a linear path.

To that end, Marchex recently launched Marketing Edge, a solution that enables brand marketers and agencies to connect marketing campaigns to revenue-generating conversations. The technology captures conversational data across multiple communication channels, including calls, text, and chat, and applies intelligence to identify and classify the conversations that drive sales.

Among the key issues Marketing Edge tackles include accurately attributing calls and text messages, increasing ad spend, and rescuing lost sales. The platform has a direct impact on both sales acceleration and customer retention. If a sales conversation fails to convert, Marketing Edge integrates with with the company’s “Sales Edge” suite providing tools, based on data-driven insights, to boost business outcomes.

In the recent press announcement, Marchex cites Search Optics, a digital marketer for the automotive industry, as a Marketing Edge customer blending technology and human interaction to turn virtual traffic into measurable results. Search Optics is gleaning insights from sales engagement to enhance digital marketing performances.

According to Marchex, Marketing Edge is available in two packages. “Marketing Edge Core” which includes call tracking, multichannel attribution, flexible routing, and integration options for many MarTech platforms. And “Marketing Edge Advantage” which adds AI-fueled capabilities for call transcription, automatic call scoring, keyword spotting, and PCI redaction.

Categories: Conversational Intelligence, Intelligent Assistants, Articles