This document discusses how to build a business case for call intelligence tools by quantifying their return on investment (ROI). It recommends identifying areas of added value from a call intelligence tool, measuring the estimated value in each area, and checking estimates against actual results. As an example, it outlines how Dish quantified ROI from their call intelligence tool across areas like campaign optimizations, data integration, and enabling digital capabilities. The document stresses that ROI calculations need to account for attribution across all levels of the marketing funnel.

2. The Business Case for Call Intelligence.
Molly Lewis
Customer Success
Onboarding Specialist
Pooja Tripathi
Sr. Enterprise Customer
Success Manager
Alex Black
Marketing Lead,
Tools & Technology
How to Quantify ROI and Justify Intelligence Tools.
#InvocaSummit

3. #InvocaSummit
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The Business Case for Call Intelligence.
How to Quantify ROI and Justify Intelligence Tools.

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Why Quantify ROI?
❖ Protect your budget
❖ Justify your tool
❖ Give your leadership team specifics
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6. 6 #InvocaSummit
Identify
areas of
added
value
Measure/
estimate
that value
Check your
estimates
and re-
measure
Dish’s ROI Approach.

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Dish’s Areas of Added Value.
Savings from suppression
Granular campaign optimizations
Real-time data piping
Enablement of digital capabilities
Pro Tip: Your areas of value will differ based on your industry and
business.
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2
1

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1. Savings from suppression.
Pro Tip: Customer suppression can be a quick win & free up budget for
customer acquisition.

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2. Granular campaign optimizations.
Pro Tip: The more granular you go, the more precise you can be.

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3. Real-time data piping.
Pro Tip: Granular data is only valuable if you send it where it needs to go
in real-time.
Bid Management
Fractal Attribution
Web Analytics
Paid Search
Audience Segmentation
Display/Media Partners
Social
Invoca Platform
Affiliate Syndicated Platform
Paid Search
Keywords
Reporting
Dashboard
CRM

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5. Enabling other digital capabilities.
Pro Tip: True attribution needs to account for all levels of the marketing
funnel.
The Importance of Fractal Attribution
❖ Last touch attribution can
disproportionally bias toward
direct response vs brand
placement
❖ A true understanding of ROI
must include upper funnel
attribution

12. 12 #InvocaSummit
Identify
areas of
added
value
Measure/
estimate
that value
Check your
estimates
and re-
measure
How to find your own ROI formula:

13. 13

14. The Business Case for Call Intelligence.
Molly Lewis
Customer Success
Onboarding Specialist
Pooja Tripathi
Sr. Enterprise Customer
Success Manager
Alex Black
Marketing Lead,
Tools & Technology
How to Quantify ROI and Justify Intelligence Tools.
#InvocaSummit

15. TAKE THE 4 QUESTION
SESSION SURVEY
Open the CIS app
Click on Schedule
Search Business Case for Call Intelligence
Click on the SURVEYS section on this
session
Thank you!

16. THANK YOU