Case Study: Verizon achieves end-to-end marketing attribution and increased digital ad ROI with Invoca

Using Invoca to get end-to-end marketing attribution and enhance customer experiences

Verizon Business Group, the enterprise arm of Verizon, faced a complex, multi-touch B2B buying journey in which rising inbound calls from digital channels weren’t tied to specific marketing efforts. With purchases involving many stakeholders and multiple calls to close deals, the team lacked visibility into which ads drove high-intent callers and where the customer experience was breaking down.

Verizon deployed Invoca conversation intelligence across its wireless, wireline, enterprise, and public sector units, using tracking numbers, dashboards, and integrations with Google Ads/Search Ads 360, Google Analytics, and Adobe Experience Cloud. That allowed the team to attribute calls to campaigns, identify high-intent and repeat callers, reallocate ad spend to high-performing channels, and fix journey inefficiencies (like customers starting on consumer pages). The result: clear visibility into ad performance and caller intent, higher ROI on digital advertising, and a more seamless end-to-end buying experience.

Verizon

Kellyanne Perez-Vera

Marketing Activations Manager