Boosting Digital Campaign Visibility by 300%: A Case Study on CTM Implementation
Applicable Industries
- Education
- Equipment & Machinery
Applicable Functions
- Sales & Marketing
Use Cases
- Supply Chain Visibility
- Virtual Training
Services
- Training
About The Customer
The customer is an industrial products company that had been investing heavily in digital marketing, specifically Google AdWords, for several years. Despite this investment, they were unable to confidently attribute any new business to their digital marketing efforts. The company was under financial pressure and was struggling with the lack of return on investment from their digital marketing strategy. They had been tracking form conversions but had no system in place for tracking phone calls, which were the primary method of communication for their customers and prospects. The company's Managing Director was deeply distrustful of digital marketing due to the lack of transparency and tangible results.
The Challenge
An industrial products company was struggling with their digital marketing strategy. Despite spending around $300,000 USD on Google AdWords over several years, they were unable to confidently attribute any new business to this expenditure. The company was under financial pressure due to the lack of return on investment from their digital marketing efforts. They had Google Analytics and AdWords conversion tracking enabled, but were only tracking form conversions and had no system in place for tracking phone calls. In their industry, phone calls were the primary method of communication for customers and prospects. Without call tracking, they had no way of knowing who was calling or which marketing tactics and channels were effective. The company's Managing Director was deeply distrustful of digital marketing due to the lack of transparency and tangible results.
The Solution
The company implemented CallTrackingMetrics (CTM) across their digital estate. This allowed them to differentiate between calls generated by paid search, organic search, direct traffic, or social media, significantly increasing their campaign visibility. With CTM, they achieved 100% segmented accuracy for inbound calls from these channels, a 300% increase in visibility. The implementation of CTM also allowed the company to assign leads to sources without making assumptions, reducing workload and improving efficiency. The metadata from calls flowed directly into Salesforce, updating existing records or adding new ones. The company could now easily calculate the cost per lead in any given channel, enabling them to measure ROI for the first time in over a decade. CTM also provided performance reporting, saving time and keeping focus on ROI-based performance. Additionally, CTM's call recording feature improved their sales process by allowing staff to listen to their calls and make necessary improvements.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
Smart Water Filtration Systems
Before working with Ayla Networks, Ozner was already using cloud connectivity to identify and solve water-filtration system malfunctions as well as to monitor filter cartridges for replacements.But, in June 2015, Ozner executives talked with Ayla about how the company might further improve its water systems with IoT technology. They liked what they heard from Ayla, but the executives needed to be sure that Ayla’s Agile IoT Platform provided the security and reliability Ozner required.
Case Study
IoT enabled Fleet Management with MindSphere
In view of growing competition, Gämmerler had a strong need to remain competitive via process optimization, reliability and gentle handling of printed products, even at highest press speeds. In addition, a digitalization initiative also included developing a key differentiation via data-driven services offers.
Case Study
Predictive Maintenance for Industrial Chillers
For global leaders in the industrial chiller manufacturing, reliability of the entire production process is of the utmost importance. Chillers are refrigeration systems that produce ice water to provide cooling for a process or industrial application. One of those leaders sought a way to respond to asset performance issues, even before they occur. The intelligence to guarantee maximum reliability of cooling devices is embedded (pre-alarming). A pre-alarming phase means that the cooling device still works, but symptoms may appear, telling manufacturers that a failure is likely to occur in the near future. Chillers who are not internet connected at that moment, provide little insight in this pre-alarming phase.
Case Study
Premium Appliance Producer Innovates with Internet of Everything
Sub-Zero faced the largest product launch in the company’s history:It wanted to launch 60 new products as scheduled while simultaneously opening a new “greenfield” production facility, yet still adhering to stringent quality requirements and manage issues from new supply-chain partners. A the same time, it wanted to increase staff productivity time and collaboration while reducing travel and costs.
Case Study
Integration of PLC with IoT for Bosch Rexroth
The application arises from the need to monitor and anticipate the problems of one or more machines managed by a PLC. These problems, often resulting from the accumulation over time of small discrepancies, require, when they occur, ex post technical operations maintenance.
Case Study
Data Gathering Solution for Joy Global
Joy Global's existing business processes required customers to work through an unstable legacy system to collect mass volumes of data. With inadequate processes and tools, field level analytics were not sufficient to properly inform business decisions.
