Aegis – CRM Analytics Integration
Building organizational confidence in digital marketing investments through analytics integration.
Challenge
Manual reporting from disparate data sources was cumbersome and inaccurate.
How can a marketing team succeed if they can’t trust their digital performance data? That was the challenge faced by Aegis Living, a national leader in assisted living for seniors.
For years, an integration issue between Aegis’ marketing automation platform and their analytics solution made it nearly impossible to quantify and accurately understand attribution for lead generation campaigns. As a stopgap, marketing staff had been manually updating lead data in Hubspot (their marketing automation platform), but those updates didn’t sync to their analytics solution and still left them blind to the value and ultimate performance of their lead generation efforts.
To make the situation even more painful, their data integration challenges meant that reports had to be manually pulled, integrated, and reconciled – a lengthy process that was both cumbersome and prone to errors.
$67:1
Project ROI after implementing Strategy supported by better analytics.
72%
Reduction in move-in costs after implementing Strategy supported by better analytics.
94%
Conversion rate increase after implementing Strategy supported by better analytics.
Approach
Engineering developed a custom key, implemented custom dimensions and developed a lead scoring process.
Our Marketing Sciences team quickly diagnosed the situation and identified a solution. Effective evaluation of digital marketing performance required a common identifier to be present in both marketing automation and analytics data. So, our engineering team developed a custom key that generated a unique form identifier in HubSpot and Google Analytics each time a lead form was completed. We also reconfigured goals to be form-validated and event-based rather than destination-based.
To ensure ongoing accuracy of digital performance data, our Marketing Sciences team implemented custom dimensions in GA to track user agents and developed a lead scoring process that rooted out fake leads and bot submissions. Among its many benefits, this work also enabled deep insight into conversion paths for their most valuable leads. To top it all off, we developed up a dynamic performance dashboard so Aegis could monitor their lead data in real time.
Outcomes
Overall return on the strategy project was $67 for every $1 invested.
Making these changes created immediate clarity regarding digital performance marketing attribution, enabling cross-platform audit, analysis and reporting on lead submissions.
Creating a clear understanding of digital marketing performance built organizational confidence in digital marketing investments and helped to unlock major performance gains, an example of which is the new content strategy Wheelhouse subsequently implemented – a strategy that delivered an ROI of 67:1.
“Our successful partnership stems not only from their unparalleled expertise but also from their genuine commitment to being a true extension of our team.”
– Sam Rushovich, Aegis Living
