Client Story
Quantifying marketing's influence on new accounts and loan applications
“ChannelMix empowers us to make better decisions faster about how and where we spend our marketing dollars. We can easily pinpoint which campaigns and channels are creating ROI.”Jeff Schutte, SVP - Director, Digital Marketing & eCommerce, Academy Bank
ObjectiveS
Demonstrate how marketing investments lead to new customer acquisition.
Identify the most effective marketing channels and tactics in generating new accounts and loan applications.
Products
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Challenge
Academy Bank needed a way to connect marketing activity and spend to online applications for new accounts and loans. However, gathering and integrating all the necessary data proved to be a challenge. The bank uses a wide range of marketing tactics and channels, and important conversion data lived in two third-party systems that processed applications.
Solution
To track application submissions, the ChannelMix team implemented a tagging strategy on the processors’ sites that logged submissions as conversions in Google Analytics. ChannelMix automatically collects GA conversion data along with data from all of Academy’s digital marketing sources.
Everything is then piped into a suite of dashboards where Academy Bank can break down performance at each stage of the marketing funnel to understand which channels and campaigns are responsible for new accounts and applications.
Outcomes
Quantitative Proof of Marketing's Impact
Academy Bank can show decision-makers how online conversions connect back to the marketing campaigns, channels and messages that produced them.
Faster Time to Optimization
With daily reporting, Academy can shift their marketing strategy and budget to more effective marketing channels.
Greater Control Over Campaign Strategy
By centralizing its reporting, Academy has the power to more closely monitor and direct its agency partners.
"ChannelMix makes marketing time and spend more efficient. It has been a great tool for reporting upward with executives and proving out the value of marketing."Tracy Heath, VP of Marketing, Academy Bank
Ready to see more?
Schedule a 30-minute introductory call with our team.