LVAC faced a dual challenge: balancing traditional and digital advertising investments while struggling with ROI assessment. Their data management process required manual lead-to-membership connections for insights. Lead volumes dwindled due to the pandemic, prompting questions about website user experience.
Our media planning strategy evolved from direct broadcast buys to programmatic targeting of networks, and our digital approach now encompasses lead generation at all stages of the conversion path.
Gatesman’s data platform merged client lead and membership data to improve the process of linking leads to memberships. We implemented an enhanced tracking strategy across ad platforms, Google Analytics, and client datasets, to comprehensively measure the performance of an entire user journey.
The teams consistently utilized the data platform to inform their approach and drive continued progress.
In order to achieve results, we integrated insights such as implementing clearer and simpler forms, executing more effective promotions, tailoring messaging and creative content, and deploying triggers back to platforms for optimization at a more granular level.
We exceeded expectations with over 16,000 leads, more than doubling our target. The Return on Ad Spend (ROAS) nearly reached a 3:1 ratio, and these outcomes solidified our confidence in our strategies that were rooted in accuracy and reliability.
