Some marketing platforms include analytics and reporting in their solution, while others forego reports or offer very basic information that 3rd party tools need to be applied in order to properly determine what is working or not for each campaign. Lead tracking of online and offline campaigns are often overlooked since it is not uncommon for us to get limited data on what is working across all client campaigns. We prefer to apply analytics to all our campaigns since it helps us better optimize each program and improve them faster, which then boosts results and ROI, since it lets us and our clients know where their money could be best spent.
Since lead generation and sales is our primary focus area, we ‘try’ to apply lead tracking to a variety of online and traditional campaigns spanning from Email Marketing, Pay Per Click (PPC), Product Listing Ads (PLA), Social Media Ads and Search Engine Optimization (SEO) for online to PR, TV and Billboards for offline, traditional approaches. Most of the time when clients handle tracking lead results, it’s done poorly, without any tools and/or through in-house staff that could forget to ask key questions or not get enough detail to make the information worthwhile or the reporting tools they use are not set-up properly or under-utilized to get more data that provides insight needed.