Category:
Marketing and Sales
Technologies used: AirTable
Our client was a medium-sized service company that was in the phase of intensive business development. Its managers carried out various marketing and sales activities spread over many channels. The number of campaigns was constantly growing, which made it difficult to assess their effectiveness and control the budgets spent.
Marketing and outreach campaigns were conducted on multiple channels simultaneously (including Google Ads, Meta, Cold call). With so much diversification of activities, managers spent hours a week logging into individual tools and copying data to company excel.
Manually copying data to excel not only took up managers' time, but also delayed reactions to key events, since no one supplemented the data on an ongoing basis. For managers, it was a tedious and monotonous job that fell to the last place on the list of their priorities.
Data from marketing channels about the effectiveness of the campaign (e.g. impressions, entries or conversions) was not linked in any way to data from CRM (e.g. the amount of money for which a contract was signed with the customer). It was therefore almost impossible to assess the profitability of the campaign (calculating ROI), so the marketing department did not have the data on which to make strategic decisions.
In addition to online campaigns, the company also conducted cold-call activities, in which the types of conversions were different from typical marketing events. The client wanted to be able to fairly evaluate both types of activities in order to be able to compare their effectiveness.
We created a database in the AirTable tool, which we integrated with all data sources in such a way that they are automatically downloaded. We then created clear interfaces and added filters so managers can see all the data they collect. From now on, the analysis of multiple campaigns is carried out in one place, which significantly speeds up operations in the company.
In order to speed up the response to possible errors and irregularities in marketing campaigns, we have implemented automatic notifications. Automation notifies assignees when key events occur (e.g. budget overruns or decreases in ad impressions). Alerts are sent both by email and via the Slack app.
In addition, to make data analysis take up less time for managers, we connected the marketing dashboard we created with the customer's CRM system. This solution allows you to compare marketing data (e.g. campaign cost) with sales data (e.g. lead calorific value) and automatically calculate the ROI of each campaign run by the company.
To allow a fair assessment of the effectiveness of different marketing activities, we have created a common conversion model that takes into account both the results of online campaigns and cold-call effects. We integrated data from both channels and developed unified success rates. Now the client can easily compare the effectiveness of the teams and make decisions based on the real value of the actions.
Time saved on manual analysis, the company now uses creatively.
Evaluating campaigns and making strategic decisions has become easier.
The client can finally reliably evaluate the results of the work of his employees.
€ 11 000
37% monthly
after 6 months
8 weeks
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