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Case study: Tracking return on investment

Wanting to measure what works and being able to set up the systems and processes that work effectively are two different things.

One organisation were looking to generate business directly from end users rather than having to pay intermediaries a commission.

By developing a website that focused specifically on search engine optimisation and lead generation we were able to achieve first page listings on Google for all targeted phrases, as well as achieve a 29% increase in leads and a 46% increase in revenue from direct leads in one year.

By introducing tracking systems that tracked enquiries from the website, through to the enquiry handlers and into the customer relationship management system we were able to see whether enquiries were generated by pay per click advertising, natural search or other online and off-line marketing campaigns and to measure specific return on investment from our marketing campaigns.  

This gave us the information we needed to stop carrying out ineffective marketing and enabled us to reduce our pay per click advertising from around £10K to £1K per month. The intelligence we gathered allowed us to confidently reduce overall marketing expenditure and reassign some of the marketing budget to other activities.

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