The "Offline" Conversion Blind Spot At Elavon, a subsidiary of U.S. Bank, digital marketing spend was high, but visibility into performance was incomplete. While online leads were tracked, a significant portion of the customer journey moved offline to telephone sales, creating a massive attribution gap. Without linking inbound calls to specific digital campaigns, the organization could not accurately calculate ROI or optimize media spend.
As VP of Digital Marketing at Elavon and U.S. Bank, I led a multi-year implementation of the Invoca call-tracking and revenue execution platform.
The strategy focused on three key areas of impact:
Closed-Loop Integration: Directed the integration of Invoca with Salesforce Sales Cloud, ensuring that inbound sales calls were no longer "dark" data. This allowed the marketing team to track a customer from the initial digital click to the final sale.
Enterprise Expansion: After proving the model at Elavon, I served as the strategic lead for expanding the platform across the broader U.S. Bank ecosystem. This included scaling the rollout to high-priority sections like Small Business, Investment Services, and Wealth Management.
AI-Driven Optimization: To move beyond basic tracking, I spearheaded the adoption of Signal AI and Signal Discovery. By utilizing AI to analyze recorded sales calls, the team derived actionable insights to refine marketing lead signals and inform sales training programs.
Closed the Attribution Gap: Successfully linked thousands of inbound calls directly to digital campaigns, facilitating closer collaboration between marketing and sales teams through shared performance data.
Scalable Capability: Transitioned the platform from a tactical tool to an enterprise-wide capability, managing the expansion into Canadian markets and multiple major business lines.
Elite Governance: Managed all Third-Party Risk Management reviews, successfully negotiating multiple rounds of contract renewals that secured the necessary funding for continued growth and innovation.
Enhanced Security: Led the migration of the platform to Single Sign-On (SSO), ensuring the implementation met the strict security and compliance standards of a top-tier financial institution.
This case study highlights the foundational expertise behind Pescador Consulting. Our approach is built on proven corporate leadership. We know how to architect the integrations, training programs, and governance models required to turn technical capabilities into strategic business assets
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