VIEWS: 4 PAGES: 2 CATEGORY: Engineering & Energy POSTED ON: 6/18/2010
The Conversion Action Platform (CAP) is an online application that allows [Gerry Rogers] to see the effectiveness of all his marketing in real time. For a business owner that has much more to do than search for obscure analytics, this access has proven invaluable. Additionally, Gerry added, he uses the recorded phone calls to train new customer service associates, which has proven "invaluable."
E X T ER IOR CON T R AC TOR Tracking for Proﬁt How a window sales operation used marketing accountability to drive sales By Jeff O’Neill or an entire industry of Split testing of advertising copy, pit- “Things became ambiguous and The results — compelling. F home improvement enter- prises, a typical kneejerk ting one ad against another, listen- ing to phone calls, and other mea- I couldn’t keep track of it anymore,” Rogers explained. “After 25 years, So compelling, in fact, that Gerry decided to up his ante. With reaction in a bad economy — this surements are the mode in which things began to just start to run the program, he was able to immedi- current economic disaster included enterprises can better understand together and I needed clarity. People ately understand that his marketing — is to start cost cutting. And, typi- how to make higher returns on their would say they saw my trucks or they investments were paying off. cally, the very things that fall under marketing budgets. saw me at a show or whatever, but we Armed with data that essentially the axe are the very things that drive Up until this point, getting the never really knew.” exposed his advertising’s effectiveness, profit — marketing. data that actually mattered to busi- He added, “CAP gave me the Gerry went to the local television You see the problem with this ness owners — lead costs, closed opportunity to take back control affiliates with an offer: They would situation? business to name a couple — was a of the marketing dollars I was be paid by the call only. After agree- There are several reasons behind tedious process. No longer. spending.” ing on a call price, Gerry provided the measure. The most fundamen- The following is a story about The Conversion Action Platform access to the program’s dashboard so tal issue with marketing up to this a window retailer who found the (CAP) is an online application that that the television ad reps would be point is that business owners have way to higher profitability — in allows Gerry to see the effectiveness able to monitor their ad success. very little insight into how their this economy — through marketing of all his marketing in real time. For The result? Gerry went from marketing works for them. Because, accountability. a business owner that has much more tracking three numbers initially to if they did, there would be a lot Gerry Rogers is a traditionalist to do than search for obscure analyt- now keeping a stable nearing 60 fewer worried ad salesmen out there. — meaning, he doesn’t like to pay ics, this access has proven invaluable. numbers today. Every television spot, Marketing strategy for many for services that don’t return for Additionally, Gerry added, he uses every radio ad, all web sites — pretty business owners is primarily based his business. the recorded phone calls to train new much every mark
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