Case Studies

Netstar: Enhancing Digital Campaign Analytics

Netstar, a well-known provider of stolen vehicle recovery and fleet management solutions, set out on a strategic online digital paid campaign. The goals were clear: To increase awareness, generate leads, and boost sales. To achieve these, they needed to enhance their digital campaign analytics.

Objectives

Netstar wanted to understand which paid media channels (for example: Facebook, Google Search, Google Display Ads, PMAX) were the most effective, analyse the performance of their landing pages, and evaluate which calls-to-action resonated best with their audience. In the end they wanted to know where traffic was coming from, through which landing page and which CTA was performing best i.e. customers preferred to get called, or preferred the self service aspect to buy directly online.

Challenges

They encountered a few bumps along the road. Google's tools didn't provide enough detail for a thorough analysis and with the new privacy policies data was not always accurate. Plus, integrating everything with their older CRM system posed some difficulties, requiring everything to work well with the existing setup.

Solution

To tackle these challenges, we worked to implement a multifaceted solution. Together with Netstar’s technical teams we created a custom Source ID system, and integrated this with all their websites and online application pages. This allowed us to track their data with much greater detail, by identifying the lead channel, landing page and preferred call to action. We then integrated this into their CRM, which enabled real-time tracking of customer interactions. Finally, Netstar could create custom built Power BI dashboards to provide actionable insights to refine their campaign strategies effectively and in real-time.

Implementation

Working closely with their development team, it was integrated into the CRM, relevant Google Tag Manager Events were set up, and various data streams connected. Thorough testing ensured data was collected accurately.

Results

The outcomes were impressive. Netstar gained granular insights into their campaign performance, a better understanding of effective calls-to-action, and managed to close the data loop, significantly improving their strategy, not to mention SALES. The Power BI dashboards still provide real-time, actionable insights that lead to better decision-making and more effective campaigns.