Fullpath, an automotive retail customer data and experience platform (CDXP), announced an integration with conversation intelligence AI provider Invoca.

The companies said Invoca’s AI-powered call tracking and analytics, together with Fullpath’s CDP data marketplace, will provide visibility on every shopper throughout the automotive sales and service journey.

“The data integration with Invoca speaks to the critical importance of customer data and experience platforms for the automotive industry and the value of having comprehensive first-party data to drive personalization and competitive advantages amid a rapidly shifting environment,” Fullpath chief operating officer Idan Mishal said in a news release.

“Weathering challenges and continuing to grow requires building robust relationships with consumers, and those types of relationships, enabled by CDXP and enriched with conversation intelligence, will enable dealerships to secure businesses for years to come by generating customers for life.”

Invoca is designed to provide marketers for dealership groups and OEMs with first-party data on every caller, including the marketing source and website activity that drove the call, as well as lead intent, vehicle or service interest, and outcome of the conversation.

The companies’ data integration is focused on the 360-degree view of customers in Fullpath’s customer data platform. The shopper page now consolidates known shopper digital footprints and integrates caller journey analytics and first-party conversation data from Invoca for a holistic view of the customer.

The companies said the new integration allows automotive brands to pinpoint and correct gaps in the customer journey, optimize digital marketing spend and audience targeting to increase engagement, and deliver more personalized digital and caller experiences to improve conversion rates and revenue.

“When digital shoppers call dealerships for sales or service, those conversations are not only make-or-break moments in the customer journey, they are one of the richest sources of actionable first-party data for dealership groups and OEMs,” Invoca vice president of strategic sales and partnerships Cathie Frazzini said.

“We’re excited to blend the actionable digital attribution and AI-driven conversation analytics data captured by Invoca with the Fullpath CDXP to enable automotive brands to deliver seamless omnichannel experiences, optimize digital marketing ROI and increase customer lifetime value.”