Tracking Advertising Efficiency in 1C:CRM. Developer Case

[ashammi228]

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Tools: call tracking 1C:CRM

Partner: 1C-Rarus

Objective: To evaluate the effectiveness of advertising telegram brazil amateur channels by building end-to-end analytics and tracking revenue for each advertising campaign.

Problem: We had to buy a lot of numbers from a regional operator, which were assigned to advertising channels. At the same time, there was poor analytics: only the total number of incoming calls and their recording.



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Solution

The UIS advertising effectiveness tracking service (call tracking) was connected and call tracking integration with 1C:CRM (1C-Rarus) was configured.

Result

A decision was made to switch to an advertising channel that brought in 10 times more targeted calls , and shortcomings in the advertising message itself were identified due to the fact that:

Channel reports provide an understanding of where advertising budgets are being spent inappropriately and where, on the contrary, there is room for improvement.

All channel analytics are available in 1C:CRM.




Case #1
10 times more targeted calls


A new apartment complex was launched. This was a new format for the Tyumen market. The task arose to find additional sales channels. We decided to use radio advertising. We placed ads on 4 radio stations, each with a unique phone number. The campaign lasted 10 days . Analytics showed that this source was ineffective for this offer: few requests were received, and these contacts were never even brought to the level of a meeting with the client.

As a result, we decided to adjust our advertising activity and exclude radio from our promotion strategy. We "went" to the Internet. The new source brought 10 times more targeted requests in the same 10 days . These were potential clients who really wanted to sign up for an apartment viewing.

Now, thanks to call tracking and transparent statistics, you can both maintain the achieved results and experiment with scaling.




Case #2
Identifying a flaw in an advertising message


There were requests for two-room apartments, but they did not convert into sales. It was decided to conduct an experiment - to make a small discount and offer bonuses. A separate advertising campaign was launched specifically for this discount and a separate number was linked to it. In 2 days the apartment was sold.

Thanks to the integration of call tracking and 1C:CRM, it was possible to quickly and easily find out that the initial offer contained a problem. Having analyzed the situation, we realized what exactly was “annoying” the audience – an optical illusion, due to which clients thought that the houses were located too close to each other. Analytics showed that the offer must be “backed up with a discount” in order to get the desired conversion.