Garden-variety digital media campaigns might set up enough tracking procedures to shed some light on how consumers navigate to their landing page, and they are surely going to be watching which clicks convert. Any digital shop should be able to tell you who is filling out your form and who is picking up the phone.
But if that’s as far as your digital marketing goes, then you’re not going far enough. By integrating our campaign data with our clients’ in-house customer relationship management systems, we can generate unprecedented insights about the long-term viability of the leads that our campaigns generate. If you are using search, social or digital media for online lead generation, wouldn’t you like to know which campaigns, which ads, which keyword buys, which placements, which geo-targeting really deliver the ROI?
By passing back insights from CRM systems like Salesforce, and integrating them with campaign performance data back into the media buying process, we can discern the true viability of our leads. This yields sharper, more granular reporting that can drive client-side innovation. But we also feed these insights back into our campaigns, dynamically optimizing to focus on the keywords, messages and placements that deliver the highest return on ad spend.