How George Davies Turf transformed their marketing ROI with Mediahawk call tracking

George Davies Turf is the UK’s leading lawn turf supplier. Each year they supply over 35,000 gardens with premium landscaping materials. With over 20 years of experience in the industry, George Davies Turf (GDT) are well renowned for both the quality of their turf, and their exceptional, award-winning customer service.

George Davies is the man behind the self-named company. He has built a strong team around him that have helped GDT become the business it is today.

George Davies Turf

The challenge

“95% of our business comes through calls”, says George. “We needed to understand where our sales were coming from.”

George Davies Turf run Google Ads, including Performance Max (PMax) campaigns, are listed on various directories, and have a very active social presence with a highly engaged audience. Knowing what marketing channels and activities generate the best return on investment (ROI) was key. Their marketing campaigns are varied and cross many channels and platforms, so they want to make sure their marketing budget is being spent as effectively and efficiently as possible.

The solution

George was an early adopter of call tracking technology, having recognised the need for it in 2013. “I was paying for ads in various regional Yellow Pages, and I was trying to work out which were actually worthwhile advertising in again. So I started using call tracking to identify where our enquiries were coming from.

“We had previously worked with another call tracking provider, but didn’t feel that they were meeting our needs in terms of their technical abilities, being able to understand the data, and drilling down into the details of our marketing performance. We wanted a provider who is technically capable, and is as invested in improving the performance of our marketing activity and efficiency of our budget as we are. And we found that with Mediahawk.”

“We wanted a [call tracking] provider who is technically capable, and is as invested in improving the performance of our marketing activity and efficiency of our budget as we are. And we found that with Mediahawk.”

Using a blend of static and dynamic numbers from Mediahawk, they track their marketing performance across all online and offline channels, including their website, Google Ads and Facebook.

GDT use Microsoft Dynamics 365 for their customer relationship management (CRM) system. Mediahawk’s Client Services and Development teams worked with George and his team to implement the API so that they could automatically push information from Mediahawk straight into Dynamics. They wanted data including customer phone numbers, marketing source information, and revenue, passed through to their system for every enquiry they receive.

Mediahawk’s integration into Power BI also brings their marketing analytics and business data together into powerful reports.

The results

George is now able to clearly see which marketing channels and activity are driving their lead generation efforts. He can also accurately link revenue to the exact source that it originated from.

Drawing their marketing and business data together into Power BI enables them to see the exact channel and campaign that generated each enquiry, the revenue, and the ROI on those activities.

“Phone calls are so important to the business,” says George. “The only way to really see where our calls are coming from is with Mediahawk call tracking. With the data from Mediahawk tied into the information in our CRM system and business reporting we can see what the value of each call is and where those calls are coming from. It’s end to end attribution, and it’s absolutely critical that we get that right.”

Mediahawk has given George and his team the confidence to know that they’re investing their marketing budget in the right places that will deliver a better ROI. “The main driver for us using Mediahawk is to make sure we know exactly where our revenue is coming from. Once you know that a channel is working and you can see the returns on that channel, you can increase your spend, no problem at all.

“The main driver for us using Mediahawk is to make sure we know exactly where our revenue is coming from. Once you know that a channel is working and you can see the returns on that channel, you can increase your spend, no problem at all.”

“When you think what you’re doing is working, it can be really quite unsettling, unnerving, and quite scary to increase your spend. But to have the level of data we’ve got now to be able to say, ‘yes, we’re on the right track’, is perfect.

“What’s more, with Mediahawk logging calls and sending tracking data into Dynamics 365, it saves us time. For us to do that manually would be impossible. We’re using all the tools we’ve got in our armoury to maximise resources and results, which is what we’re all about.”

The time they’ve saved allows them to do more of what they do best – keeping their customers happy. GDT has a very large and loyal customer base, so being able to dedicate the additional time to their customers was a huge benefit. “The customer service element is crucial for us. We feel that we can do a better job over the phone as opposed to online. We can have good conversations, get engaged, and ask customers the right questions so we can look after them”.

“I’m really pleased with where we are and what we’re doing with Mediahawk.” George is eager to see the future with Mediahawk in it: “I’m looking forward to exploring a lot more and doing a lot more with it, that would be fantastic. We’re very mindful that we can’t just stick to what we know – the old way of doing things – because if we do, we’ll get left behind. Mediahawk gives us the visibility to see where we’re getting a return on our investment.”

“Phone calls are so important to the business. The only way to really see where our calls are coming from is with Mediahawk call tracking. With the data from Mediahawk tied into the information in our CRM system and business reporting we can see what the value of each call is and where those calls are coming from. It’s end to end attribution, and it’s absolutely critical that we get that right.”

George Davies, Owner, George Davies Turf

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