Closed Loop Measurement
Department store tycoon John Wanamaker, who died in 1922, once said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Unlike you and me, Mr Wanamaker didn’t have the benefit of online marketing. But before we get too smug, let’s remember one important point. While online marketing is far more measurable than the methods Mr Wanamaker had at his disposal, it still has its limits which are thankfully resolved with our Closed Loop Measurement Solutions.
Let’s say an Ark Advance Google Ads campaign creates a sales lead of a quote request for you on Day 1. As per normal, this enters your CRM system telling you what campaign it came from and the search terms that were used.
For 30 days, your sales team discuss terms with the lead all while the original lead information sits within your CRM, waiting patiently like an heir to the throne for its day to come.
On Day 31 the lead picks up the phone and does business with you. You pop a bottle of champagne (this step is optional). Then you update your CRM system to record an accepted quote and the revenue involved.
Then our Closed Loop Measurement technology kicks in.
It does the hard part of linking the sale in your system back to our advertising management system so you can attribute the revenue directly to the campaign that created the lead. You don’t have to do a thing. It’s all technology driven.
So now, for the first time, you can automatically measure the effectiveness of your online marketing in driving face-to-face sales. Even when days, weeks or months have lapsed between the online lead and the face-to-face sale.
And, unlike poor Mr Wanamaker*, you can then tweak your advertising spend so that any wastage is minimal.