Prior to working with Crowley Webb, FreedomCare was unable to grow leads beyond a certain level. They couldn’t identify reasons why or determine what paid media was working best on their own, despite spending a significant amount on paid media and investing in tracking tools. This resulted in them coming to us to serve as their strategic paid media and analytics partner. We needed to help demystify FreedomCare’s current media efforts and build an approach to significantly boost lead generation throughout all markets in New York State while providing informed, actionable insights along the way.
In collaboration with our client, we completed a full attribution analysis to ensure all tactics (paid, organic, direct) were structured in a way to yield maximum insights. Based on our understanding of all the data available from sources including Google Analytics, CallRail, Salesforce, Facebook, and broadcast media, it was determined that a custom metrics tracker would be highly beneficial to achieve FreedomCare’s goals. This metrics tracker enabled us to have accurate attribution by tactic, hold paid media even more accountable, and provide projection and predictive analysis that allowed for paid media to better support business needs.
Essentially, the structure we built – and that FreedomCare still uses today – allows for the business to be intelligently scalable. With the custom metrics tracker gaining more intelligence on paid media and marketing overall, FreedomCare now has the capability to create projection funnels and use predictive analytics to help guide future growth into new states.