California-based Invoca is a cloud-based platform that enables companies to monitor their customers’ calls and track data on keywords, tone of voice and other signals to help improve customer service.

The technology means marketers can act on call intelligence in real time, to automate the optimum customer experience before, during and after each call, boosting conversion rates and enabling more effective use of marketing resources.

The software also integrates with Adobe, Salesforce, Oracle, HubSpot and Marketo. Invoca was founded by Jason Spievak, former chief financial officer at CallWave, who continues to run the firm’s strategy and development. Mark Woodward took over as CEO in 2015.

Invoca’s board includes senior industry executives from Salesforce and Omnicom. The company raised $30m (£21m) in Series D funding in March 2016.