Why businesses are investing in marketing analytics

As businesses get back on their feet following the COVID-19 pandemic, digital marketing and digital advertising continues to drive the recovery.

According to Zenith Media, advertising across all digital channels will exceed 60% of global adspend for the first time in 2022.

Alongside the usual digital channels, phone calls continue to be a preferred method of communication for customers. This makes it imperative for businesses to track phone activity as closely as they would their digital channels – or risk exposing themselves to a huge gap in their performance analysis.

The need for robust tracking and marketing analytics tools

Leading businesses recognise the need for robust tracking and marketing analytics tools. As a result, they’re investing in the technology that’s needed to make best-in-class performance measurement possible.

Let’s learn from three businesses that use Mediahawk every day to help them justify their marketing and advertising spend, make data-backed process improvements, and prove the ROI of their hard work.

Care homes

The marketing team at Dormy Care Communities comprises two people – marketing director Wendy and marketing executive Richard.

With Mediahawk’s dynamic call tracking now in place on the Dormy website, Wendy has been able to get a much deeper understanding of the customer journey. She is also able to tag campaign URLs to track them in much more depth. She can now compare cross-channel performance for specific campaigns and really drill down into the detail.

And with Mediahawk’s sales reporting tools, Wendy and Richard can upload their sales data into Mediahawk, and Mediahawk transforms this into more insightful and actionable reports, linking revenue directly to their marketing activity. With this deeper look, the team can see revenue by channel much more easily. They can also see the conversion path so they know what to optimise to increase sales.

Wendy says: “We now know exactly what a particular customer is looking at on the website, how many times they call us, which sources they come from and more. There are so many areas that have really, really benefitted us.”

Marketing agencies

For strategic digital agency Bamboo Nine, measuring online conversions is easy enough. But measuring and attributing offline conversions can be tricky. Implementing a robust call tracking solution has given Bamboo Nine real evidence that their client marketing campaigns are generating leads and phone calls.

Call tracking helps Bamboo Nine accurately understand which keywords are driving calls, allowing them to optimise their clients’ PPC campaigns. They’re able to quickly and easily link Mediahawk to their existing platforms – such as Google Analytics and their bid management system, Marin. And they can now see their paid ad performance from Google Ads, Facebook and Microsoft Advertising in one report.

With these effortless call tracking integrations, they can see how paid search generates telephone enquiries and drill down into the data to pull out the most relevant and profitable keywords.

Using the data has enabled them to make tailored strategies that ensure their clients achieve higher conversion rates, lower cost per lead and increased sales – which has led to increased client retention.

Read the full story: How Mediahawk helped Bamboo Nine achieve a 98% retention rate

The events of the past few years have accelerated a step change in marketing across every sector. And it’s a change that will continue to impact the way businesses invest in marketing technology tools for many years to come.

The businesses that succeed in this new era will be the ones that adopt the right technology as early as possible, giving themselves a measurement advantage over competitors from the very beginning.