This article describes how to get the most out of Tealium and Invoca by setting up the Invoca tag in Tealium iQ Tag Management and then enabling the bi-directional integration in Tealium AudienceStream.

In this guide:

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How it Works

Invoca helps marketers optimize for the most important step in the customer journey: the phone call. With the Invoca call and conversational analytics platform, marketers can:

  • Get granular campaign attribution to understand why customers are calling.
  • Gain real-time intelligence about who is calling and analyze what is being said in the conversations.
  • Put the data to work directly in the platform by automating an ideal customer experience before, during. and after each call.

See the Tealium + Invoca Technology Partnership Overview for more information.

What to Expect From This Integration

The bi-directional integration between Tealium and Invoca allows organizations to leverage valuable Invoca call interaction data – integrated with cross-channel customer profiles – to power more intelligent customer engagements and more accurate insights.

Prerequisites

  • Tealium
    • iQ Tag Management (Required)
    • AudienceStream (Recommended)
      To achieve the most value out of the bi-directional integration.
  • Invoca
    • Network-Level Account (Required)
      This integration is only available for network-level Invoca accounts

Tag Configuration

To add and configure the Invoca tag, you must first create an Invoca tag in your Invoca account. You will then add and configure the Invoca tag from the Tealium tag marketplace.

Create the Tag in your Invoca Account

Create an Invoca tag from your Invoca account:

  1. Log in to your Invoca account.
  2. Go to the Invoca tag wizard and follow the steps to create and deploy the tag in your Invoca account.

Add and Configure the Tag in your Tealium Account

To add and configure the Invoca tag in Tealium:

  1. Log in to your Tealium account.
  2. Follow the steps to add a new tag from the tag marketplace.
    To find the Invoca tag, type Invoca in the search field.
  3. Find the InvocaJS Web Integration tag and click Add.

Deploy the Tag

Now that you have added and configured the tag, use the following steps to deploy the tag from your Invoca account:

  1. Log in to your Invoca account.
  2. Click the gear icon in the top right corner, and select Invoca Tags.
  3. If you have more than one Invoca tag, click the Invoca Tags drop-down menu and select the tag that you want to add to your Tealium account.
  4. Scroll down to the Code Snippets tile and copy your 4-digit network ID and unique Tag ID.
    Invoca Network ID.jpg
  5. Return to Tealium and paste the 4-digit Network ID and unique Tag ID into the iQ Tag Management configuration page to complete the tag set up.
  6. Apply load rules you would like to use for the Invoca tag.

    The "All Pages" load rule is recommended.

  7. Select the environments to which you want to deploy your Invoca tag.
  8. Save and publish your changes.
    The Invoca Tag is now successfully implemented onto the enabled environments.

Send Data

To use this integration and to have the ability to send data, you must be able to create custom Marketing Data fields and custom webhooks in your Invoca account. The following sections describe the steps required to send Invoca data to Tealium AudienceStream and send Tealium AudienceStream data to Invoca.

Set up AudienceStream to Receive Invoca Data

To send Invoca data to AudienceStream:

  1. Log in to your Invoca account.
  2. Create a new Marketing Data field with the following settings:
    • Field type
      Short Text
    • Partner (API) Name
      tealium_vid
    • Friendly Name
      Tealium Visitor ID
    • Attribution
      Unique
  3. Click the gear icon in the menu ribbon and select Invoca Tags.
    If you have more than one Invoca tag, use the tag selection drop-down menu to find the tags that you want to use with your Tealium integration and edit those tags.
  4. Scroll down to the Marketing Data section of the Tag Wizard and locate the new “Tealium Visitor ID” Marketing Data field you just created.
  5. Click the Enabled slider to enable the tag to collect data for that field.
  6. Complete the data source type and name fields as follows:
    Tealium Visitor ID (tealium_vid):
    • Data Source Type
      JavaScript Data Layer
    • Data Source Name
      utag_data.tealium_visitor_id
  7. Log in to your Tealium AudienceStream account and add a new Data Source. (Learn more)
  8. Under Developer Languages, select the HTTP API Data Source.
  9. Name the new Data Source “Invoca Post-Call Webhook”.
  10. Skip the Event Specifications step and continue to the Get Code page.
  11. Copy the Account, Profile, and Data Source Key shown on this page into a separate document — you will need these soon.
  12. When finished, save and publish your new AudienceStream profile.
    Now your Tealium AudienceStream account is set up to receive Invoca data.

Create an Invoca Webhook to Send Data to AudienceStream

Next, you will create a new Invoca webhook that will send that data over to Tealium AudienceStream.

Create the Invoca webhook:

  1. Return to your Invoca account.
  2. Create a new rule-based signal with the following settings:
    • Name
      Tealium Visitor
    • Description
      Tealium Visitor ID (tealium_vid) is captured for this call.
    • Rules
      Click the Text tab and then paste custom_data[tealium_vid] present
  3. Click Save.
  4. Create a new custom webhook with the following settings:
  5. Click the Body tab of your webhook and select JSON.
  6. Paste the following into the BODY text box below:
    Each line in the sample webhook body text copied represents a data parameter captured by Invoca that this webhook will send to AudienceStream.
    {
    “tealium_account” : “{Your Tealium Account Name}”,
    “tealium_profile” : “main”,
    “tealium_datasource” : “{Data Source Key}”,
    “tealium_event” : “InvocaPhoneCall”,
    “tealium_visitor_id” : “<tealium_vid>”,
    “connect_duration” : “<connect_duration>”,
    “advertiser_campaign_name” : “<advertiser_campaign_name>”,
    “advertiser_name” : “<advertiser_name>”,
    “unique_promo_number” : “<call_source_description>”,
    “media_type” : “<media_type>”,
    “phone_type” : “<mobile>”,
    “calling_phone_number” : “<calling_phone_number>”,
    “unique_promo_description” : “<promo_line_description>”,
    “call_start_time_utc” . : “<start_time_utc>”,
    “destination_phone_number” : “<destination_phone_number>”,
    “utm_campaign” : “<utm_campaign>”,
    “gclid” : “<gclid>”,
    “g_cid” : “<g_cid>”,
    “utm_source” : “<utm_source>”,
    “utm_medium” : “<utm_medium>”,
    “utm_content” : “<utm_content>”,
    “first_page” : “<firstPage>”,
    “last_page” : “<lastPage>”
    }
  7. Use the following table to replace the fields from the sample above with information from your Tealium account:
    Field from sample Replace with
    {Your Tealium Account Name}

    The name of your Tealium account, assigned when your account was created. If you do not know your account name, you can find it by logging into Tealium — your account name displays at the top left corner of the window.

    {Data Source Key}

    The Data Source Key copied and saved from the previous section.

  8. (Optional) You can delete any line of the sample body text to omit that data from your webhook or send additional data, such as custom Marketing Data fields or Signals you created.
  9. To send additional data, return to the body text sample and press Enter to create a new line in your webhook.
  10. Click the Add Substitution Parameter (<>) button and select the Invoca data parameter you want to send.
  11. Complete the remainder of the webhook line in the following format:
    “parametername” : “<parametername>”
  12. Click the Firing Conditions tab for your webhook, and complete in the following settings:
    • Fire On: Signal
      Select Tealium Visitor in the drop-down menu
    • Retry if first attempt fails: Yes
    • Fire for call corrections: No
    • How should batches be sent: Do not send batches
  13. Click Save.
  14. Locate your new webhook in your Custom Webhooks menu.
  15. In the Actions menu, click the Settings button and select Activate.
    Your Invoca account is now set up to send your call data to AudienceStream.

You can now add Invoca call and conversion data to your visitor profiles within your Customer Data Platform (CDP) and throughout all of your marketing applications.

Send Tealium AudienceStream Data to Invoca

This section describes how to setup your Tealium account to send visitor profile data back to Invoca. From Invoca, you can then use the data to optimize your real-time call routing and caller experience.

Use the following steps to configure Tealium to inject data into the JavaScript data layer on your landing page so that the Invoca tag can pick it up.

  1. Ensure that all previous steps in this guide are complete.
  2. Log in to your iQ Tag Management account.
  3. Navigate to your Invoca tag and then create a new Custom Data Mapping parameter for each parameter in your Tealium account that you want to send to Invoca.

    You can send as many of these variables as you want to Invoca, limited only by the number of custom Marketing Data fields available in your Invoca account.

    Go to Creating a Custom Data Mapping for detailed instructions.
  4. Name the Destination of each Data Mapping according to the variable you selected.
    Example: invoca_leadscore for a lead score variable
  5. When finished, record a list of each of your destination names in another document — you will need this information in the next steps.

Create Custom Marketing Data Fields in Invoca

Use the following steps to create custom marketing data fields in Invoca to enable the Invoca tag to pick up the data specified:

  1. Return to your Invoca account use the following settings to create a new custom Marketing Data field for each data mapping you created.
    • Field type
      Short Text
    • Partner (API) Name:
      Choose a name that reflects the variable you selected in previous steps, such as tealium_leadscore.
    • Friendly Name
      Choose the "friendly name" that reflects the variable you selected in previous steps, such as Tealium Lead Score.
    • Attribution
      Last
  2. Click the gear icon in the menu ribbon and, then select Invoca Tags.
  3. If you have more than one Invoca tag, use the tag selection drop-down menu to find the tags that you want to use with your Tealium integration and edit those tags.
  4. Scroll down to the Marketing Data section of the Tag Wizard and locate the new “Tealium Visitor ID” Marketing Data field you just created.
  5. Click the Enabled slider to enable the tag to collect data for that field.
  6. Complete the data source type and name fields as follows:
    • Data Source Type
      JavaScript Data Layer
    • Data Source Name
      localStorage.getItem("DESTINATION NAME")
  7. Click Save.
  8. Click Go Live.
    Your Invoca Tag will now capture any data from Tealium that you want in the Marketing Data fields you created.

You can now use your Marketing Data fields as part of a Real Time Routing Webhook, to build new rule-based signals, in your Call Treatment (IVR) options, or to pass along in other Invoca integrations.

Validate and Troubleshoot with EventStream

Using event specifications in Tealium EventStream you can view the following to validate and troubleshoot your Invoca for Tealium integration:

  • Live events
  • A record of your Invoca Tag firing
  • Data collected and transferred through this integration.

To create event specifications for your Invoca + Tealium integration:

  1. Log in to your Tealium account and go to EventStream.
  2. Go to your your Data Sources menu and scroll down to the Invoca Post-Call Webhook data source.
  3. Click View in Live Events. to the right of the row.
  4. From the Live Events menu, find and select an event sent by an Invoca Webhook.
    From here, you will be able to view all data sent to Tealium from one phone call.
  5. Create a new event specification from this event.
    If you need help, see Event Specifications and follow the instructions outlined.
  6. Title the event specification “InvocaPhoneCall”.
  7. Uncheck the Required checkbox for all attributes.
    This event specification will primarily be used for troubleshooting purposes and to track the total volume of phone calls passing through Invoca.
  8. Save and publish your changes to the appropriate environments.