AVANSER Case Study: Call tracking eliminates attribution blind spots

THE CLIENT: LAURIE CARLETON

Laurie Carleton heads up a successful marketing team of 11 for a large property investment company.

Laurie’s team is tasked with deploying marketing campaigns designed to drive qualified inbound leads to the sales team.

 

THE CHALLENGE: ABOVE THE LINE ATTRIBUTION

“We were after lead attribution with a particular focus on above the line marketing (print, brochures, signage etc.) which is less easy to track than digital.” Laurie Carleton, Head of Marketing.

Modern online tracking platforms automate the tracking process, making it easy to see exactly where leads come from, but 1above the line marketing is difficult to accurately track, leaving a big blind spot inside the attribution process.

 “We had some lead attribution in place, but we wanted to be sure the data was 100% correct data.”
Laurie Carleton, Head of Marketing.

Even though an online visitor could tick a ‘how did you hear about us?’ box (i.e. Google, brochures etc.) this can often time lead to muddied results as people either forget where they came from or simply tick a random box so they can move through the process.

The solution was to automate the attribution process to remove human error and prove marketing spend.

1Above the line marketing refers to traditional media (print, brochures, radio, tv etc.)

 

THE SOLUTION: USE AVANSER’S CALL ANALYTICS PLATFORM TO GET HARD DATA ON MARKETING PERFORMANCE

By integrating AVANSER’s insights into their attribution model, Laurie and the team would now be able to gain a complete picture of what was going on with their inbound lead generation campaigns.

“We know that phone call inquiries actually drive a better chance of continuing along the path to purchase. Anything that comes in through the phone is much more valuable to the business, so it’s greatly beneficial to have that source correctly attributed.”  Laurie Carleton, Marketing Manager.

“They [phone inquiries] are 10 times more likely to convert and therefore offer greater benefits to optimising marketing activity because we know which [channels] convert better and which channels to focus on.” Laurie Carleton, Head of Marketing.

With AVANSER’s Call Attribution data, Laurie is able to easily identify successful channels.

AVANSER’s Call Conversion tools will also be used to connect the dots between new leads generated and the direction those calls take once sales takes over.

 

THE RESULT

“Our above the line campaigns were more successful than we thought.”
Laurie Carleton, Head of Marketing.

Laurie and the team began using AVANSER in late 2016 and were able to prove their assumptions by lining up with the data AVANSER came back with.

Since adding AVANSER to their attribution process, Laurie and the team now have a closed loop on their marketing efforts affording them the confidence to drive campaigns and focus on high ROI channels.

Moving forward Laurie and the team will use AVANVER’s Call Conversion tools to assist the sales team with training and sales performance.